HEARTBEATS 4 SNEAKERS

Bronze Eurobest Award

Case Film

Presentation Image

TitleHEARTBEATS 4 SNEAKERS
BrandKLARNA
Category B01. Websites / Microsites
Product/ServiceKLARNA SHOPPING SERVICES
Entrant KLARNA Stockholm, SWEDEN
Idea Creation KLARNA Stockholm, SWEDEN
PR KLARNA Stockholm, SWEDEN
Production KLARNA Stockholm, SWEDEN
Production 2 DIKTATOR Stockholm, SWEDEN
Production 3 WE ARE YOURS Stockholm, SWEDEN
Post Production DIKTATOR Stockholm, SWEDEN
Credits
Name Company Position
Julia Klyvare Klarna Creative
Amanda Lindgren Klarna Creative
Tina Bragfeldt Klarna Marketing Associate
Jesper Hellzen Klarna Visual Art Director
Cameron Thorne Klarna Copywriter
Pontus Gustavsson Klarna Designer
Calle Reimers Klarna Design lead
Sophie Burgoyne Klarna Marketing Associate
Rickard Berggren Klarna Content creative
Felix Eller Klarna Service Delivery Specialist
Leo Holte Klarna Marketing Manager
Mark Godfrey Klarna Marketing Manager
Mikael Vig Mangell Klarna Marketing Manager
Magnus Lindholm Klarna Head of Media
Christian Cabau Klarna Marketing Director
Daniel Jontén Klarna VP Marketing
Simon Jung Diktator Director
Sergej Israel Diktator Producer
Per Welén Diktator Executive Producer
Karl Wahlström We Are Yours Creative Technologist
Fredrik Stutterheim We Are Yours Creative Technical Director
Johan Lindgren We Are Yours Art & Motion Graphics Director
Jonas Stenqvist We Are Yours Producer

Background

Situation: Sneaker shopping is a massive industry, estimated to reach a global value of USD$77Bn in 2020. Brief: How can Klarna - one of the world's leading fintech brands, with a mission to reshape the shopping experience and become the world's favourite way to shop - tap into the sneaker community in an authentic way? Objectives: Drive awareness and engagement within the (European) sneakerheads community, in a way that also generates spillover effects to the larger sneaker community (i.e. everyone who likes to shop sneakers).

Describe the strategy

Data gathering: we conducted qualitative interviews with avid sneaker shoppers in the UK, Germany and Sweden, as well as 25 of our sneaker merchants, in order to find shopping related pain points. Primary target audience: Passionate sneakerheads in the UK and Germany Secondary target audience: Sneaker shoppers in UK, Germany, Netherlands, Norway, Sweden, Austria, Belgium and Australia Tertiary target audience: Businesses/brands selling sneakers, i.e. existing and/or potential Klarna merchants Relevance to platform: Sneaker lovers tend to be avid shoppers and thus valuable users for Klarna to acquire. Approach: Create a joyful and unexpected digital experience for sneaker lovers that clearly proves that Klarna elevates the shopping experience, and do it in an authentic way that can travel within and beyond the community.

Describe the execution

Phase 1, Tease: 29.06-01.07 We started to build hype by revealing the drop in collaboration with Highsnobiety and Sneakerhead influencers. Placements: - heartbeats4sneakers.com (countdown) - Highsnobiety editorial + social - Influencers - Paid social - Klarna owned channels - PR Phase 2, Engage: 02.07-06.07 We launched the Smoooth raffle that premiers passion over bots by only allowed humans with whose heart beats for sneakers to enter. We amplified engagement by collaborating with influencers from the sneaker community. Placements: - heartbeats4sneakers.com - Highsnobiety editorial + social - Influencers - Bought social - Klarna owned channels - Paid social - Online video - PR Phase 3, Scale: 07.07-13.07 We launched 'Sneaker Deal Week' to demonstrate at scale that Klarna offers the best sneaker shopping experience. Placements: - heartbeats4sneakers.com - Influencers - Klarna owned - Paid social - Online video - Display - Merchants

List the results

650.020 visitors to campaign site during the 2-week campaign 185.094 signups on campaign site during the 2-week campaign 1m 54s average session duration on campaign site +700M earned impressions +75 articles featured the campaign +60% increase in traffic to participating sneaker brands (deal week) 41% increase in Klarna orders at participating brands (deal week) 26.7M impressions on Youtube 12.8M reach in relevant audiences on Youtube (across UK, DACH, Sweden) +10.2% lift in brand awareness on Youtube +36% view rate on Youtube vs. average campaigns in the industry 57% of viewers on Youtube reached call to action, outperforming avg campaigns in the industry +90% impressions in Highsnobiety channels vs. benchmark +82% engagement in Highsnobiety channels vs. benchmark +520% CTR in Highsnobiety editorials vs. benchmark +107% engagement rate in our "sneaker ambassadors" social posts (IG Story) vs KPI +162% increase in likes on Klarna Instagram (2-week campaign period vs previous 2 weeks)