| Title | TOP OF THE CARTS |
| Brand | KLARNA |
| Product/Service | KLARNA |
| Category |
D02. Use of Branded Content created for Digital or Social |
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Entrant
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RADON CREATIVE Stockholm, SWEDEN
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Idea Creation
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RADON CREATIVE Stockholm, SWEDEN
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Media Placement
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RADON CREATIVE Stockholm, SWEDEN
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Production
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RADON CREATIVE Stockholm, SWEDEN
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Post Production
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RADON CREATIVE Stockholm, SWEDEN
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Credits
| Sarah Turner |
Valtech RADON |
Creative Lead & Copywriter |
| Gustaf Söderman |
Valtech RADON |
Senior Art Director & Designer |
| Maja Haraldsson |
Valtech RADON |
Senior Project Manager |
| Kayla Bertolini |
Valtech RADON |
Media Strategist |
| Leo Köhler |
Valtech RADON |
Design & Motion Design |
| August Håkansson |
Valtech RADON |
Game Developer |
| Danielle McMaster |
Valtech RADON |
Social Media Specialist & Copywriter |
| Mariia Kudryk |
Valtech RADON |
Motion Design |
| Lisa Ström |
Valtech RADON |
Strategist |
| Luca Monterosso |
Valtech RADON |
Designer & Motion Graphics |
| Matthew Moroni |
Valtech RADON |
Digital Media Strategist |
| Carl Åborg |
Valtech RADON |
Music and Sound Design |
| Bernadette Hutson |
Valtech RADON |
Account Director |
| Furkan Bayraktar |
Valtech RADON |
Head of Tech |
| Magnus Klang |
Valtech RADON |
Creative Director |
| Edin Agovic |
Valtech RADON |
Head of Craft |
| Christopher McLaren |
Valtech RADON |
Head of Media |
| Gage Mortensen |
Valtech RADON |
Paid Media Analyst |
| Sara Wetterberg |
Klarna |
Global Brand Manager |
| Mikael Wig |
Klarna |
Global Brand Manager |
| Rickard Berggren |
Klarna |
Brand Creative |
| Sofia Kappelin |
Klarna |
Project Manager |
| Peter Caapsgård |
Klarna |
Designer |
| Tina Wisborn |
Klarna |
Social Media Strategist |
| Magdalena Ondiege |
Klarna |
Social Creative |
| Calle Reimers |
Klarna |
Designer |
Why is this work relevant for Media?
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 branded Instagram AR games 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 it into an Instagram AR 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 / insights (30% 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 strategy (20% of vote)
In the context of global lockdowns, reaching and engaging an audience on social media demanded a strategy that could cut through a lot of noise. Also, our creative idea, while immersive and interactive, relied heavily on AR filters – which are hidden in Instagram effect galleries.
Beyond our organic efforts, we leveraged paid Instagram feed and story ads, as well as market and trend-specific influencers to drive relevant communities to our content. Customized paid audiences allowed us to target at both a broad and granular level, while asset and copy variations allowed us to AB test and optimize along the way. Harnessing user-generated content also extended our reach beyond that of our followers. Not only did UGC enable us to reshare and interact further with an engaged audience, it created a ripple effect of exposure so that every competition entry gave us branded visibility in our user’s audience’s scroll.
Describe the execution (20% of vote)
The two-week campaign was launched on Instagram on February 8th, 2021 across eight markets in Europe and again on March 15th for the Australian and US markets. Instagram stories, feed posts and AR filters, as well as paid placements, influencer content, user-generated content and co-marketing assets, were harnessed simultaneously to drive our audience to engage and play for a chance to win the most coveted items of today.
Our paid tactics enabled us to test, monitor and optimize several times a day throughout the entire campaign – allowing us to make real-time adjustments at an audience and ad level and ensuring maximum performance and cost-efficiency. Customized audience targeting according to trend category served us well and we were able to adjust mechanics for our filter audiences to reduce audience overlap. We also implemented successful follower lookalike audiences in the latter part of the campaign to push the campaign further.
List the results (30% 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