Title	TOP OF THE CARTS
Brand	KLARNA
Product/Service	KLARNA
Category	A04. Data Storytelling
Entrant	RADON CREATIVE Stockholm, SWEDEN
Idea Creation	RADON CREATIVE Stockholm, SWEDEN
Media Placement	RADON CREATIVE Stockholm, SWEDEN
Production	RADON CREATIVE Stockholm, SWEDEN
Post Production	RADON CREATIVE Stockholm, SWEDEN

Name	Company	Position
Magnus Klang	Valtech RADON	Creative Director
Sarah Turner	Valtech RADON	Creative Lead & Copywriter
Gustaf Söderman	Valtech RADON	Senior Art Director the & Designer
Danielle McMaster	Valtech RADON	Social Media Specialist & Copywriter
Bernadette Hutson	Valtech RADON	Account Director
Maja Haraldsson	Valtech RADON	Senior Project Manager
Lisa Ström	Valtech RADON	Strategist
Edin Agovic	Valtech RADON	Head of Craft
Leo Köhler	Valtech RADON	Design & Motion Design
Mariia Kudryk	Valtech RADON	Motion Design
Luca Monterosso	Valtech RADON	Designer & Motion Graphics
August Håkansson	Valtech RADON	Game Developer
Furkan Bayraktar	Valtech RADON	Head of Tech
Christopher McLaren	Valtech RADON	Head of Media
Kayla Bertolini	Valtech RADON	Media Strategist
Matthew Moroni	Valtech RADON	Digital Media Strategist
Gage Mortensen	Valtech RADON	Paid Media Analyst
Carl Åborg	Valtech RADON	Music and Sound Design
Sara Wetterberg	Klarna	Global Brand Manager
Mikael Wig	Klarna	Global Brand Manager
Sofia Kappelin	Klarna	Project Manager
Rickard Berggren	Klarna	Brand Creative
Calle Reimers	Klarna	Designer
Peter Caapsgård	Klarna	Designer
Magdalena Ondiege	Klarna	Social Creative
Tina Wisborn	Klarna	Social Media Strategist

Why is this work relevant for Creative Data?

We went beyond boring trend reports and run-of-the-mill social campaigns that rely on likes, comments and shares (💤) to put our audience in the driver’s seat. With shopping data at its core, we rolled out Klarna’s first global social-first campaign: Top of the Carts. To showcase Klarna's unique shopping insights we gamified the journey of how the most wanted items won our hearts and topped the carts. We took data from Klarna's biggest categories: Beauty, Sneakers, Loungewear and Gaming and transformed the findings into an Instagram AR filter game so that people could engage with the data like never before.

Background

The pandemic saw us glow up for zoom calls, show up at virtual concerts, and wish-list based on what we watched on Netflix. If we learned anything, it’s that regardless of what life throws at us, self-expression and pop culture prevails and stays on-trend. Klarna needed a way to both celebrate and stay relevant in this disrupted shopping context – and amidst all the drama, continue to strive toward fame. The brief was to take Klarna’s unique shopping data and use it to claim its position as a thought leader in shopping trends – continuing to connect with consumers on an emotional level while driving the functional benefits of Klarna as a shopping destination. The objective of the campaign was to increase brand recognition and engage the shopping community.

Describe the Creative idea / data solution (20% of vote)

To claim Klarna’s position of fame in shopping trends we needed to transform Klarna data into scroll-stopping content. With insight into our gaming-obsessed audience, as well as the fact that average dwell time on AR filters far exceeds that of video, we established our creative idea around immersive and interactive branded games. We extracted data from Klarna’s biggest shopping categories: Beauty, Loungewear, Sneakers and Gaming, and transformed the findings into an Instagram AR game. We complimented this content with Instagram stories and feed posts to highlight today’s trends, as well as the pop culture moments that shaped them. In addition, our gameplay was incentified by a Klarna cash prize – claimed by shopping in the app. Altogether, our creative idea enabled us to establish Klarna as a thought leader, increase brand visibility, and also drive both the emotional and functional benefits of the Klarna service.

Describe the data driven strategy (30% of vote)

In the context of global lockdowns, sharing our data on social media demanded a strategy that could cut through a lot of noise. We chose to focus on Klarna’s biggest shopping categories: Beauty, Loungewear, Sneakers and Gaming to give context to our data and make it digestible for our audience. We gathered relevant pop culture moments and historical data to support our storytelling and crafted interactive Instagram stories to highlight our deeper insights, asking our audience their opinions along the way. Behind our Instagram feed and story posts, we harnessed paid media – using trend-specific paid audiences as well as asset and copy variations to AB test and optimize every day of the campaign. We also activated market and trend-specific influencers, user-generated content and co-marketing assets – enabling us to expand our reach and drive relevant communities to our content.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

Going beyond boring trend reports and taking our audience on a gamified journey enhanced the storytelling around Klarna shopping data. By embedding our data into Instagram stories, feed posts and AR filters, as well as paid placements, influencer content, user-generated content and co-marketing assets, we gave Klarna a reason to speak and our audience a reason to spend time with Klarna.

List the data driven results (20% of vote)

Top of the Carts met and exceeded all KPIs. In the European rollout, we surpassed Reach and Engagement by 118% and 199% respectively. In our US and Australian activations, we paced at 99% and 190% against our Reach goals, and 154% and 300% against our Engagement goals. In addition, Top of the Carts gave our audience a reason to spend time with branded content. Throughout all activations, users spent over 10,000 hours (that’s 416 days!) with Klarna. - 28.1 million People Reached - 1 million Engagements - 1.8 million Seconds of Gameplay - 10,000 hours spent with Klarna (416 days!) - 7.42% Average Engagement Rate - 14,600 Game Shares