9: INTEGRATED (Integrated)
Shop like a Queen - Klarna
Payment and shopping services
|Title of Entry:||Shop like a Queen|
|Product/Service:||Payment and shopping services|
|Date of Release:||2019-05-25|
The shopping service Klarna, Europe’s leading fintech brand, knew that it had to go off the beaten track when launching to the US consumers. It just couldn’t afford following the bank category norm or being bland or boring. Ever.
Cue the queens. The American drag queen culture, centered around RuPaul’s Drag Race, is an explosive pop cultural movement where shopping and consumption hold a pivotal role and is celebrated rather than shunned. Perfect for Klarna, isn’t it? Also, Klarna’s distinct tonality and looks synced seamlessly with the drag queen expression, sharing a colorful and quirky playfulness.
Cue Shop like a queen. In a society where business owners reserve the right to refuse service to anyone, Klarna proudly reserves the right to grant it.
In any store, anywhere. You do you. We don’t judge.
Get smoooth. Shop like a queen.
The campaign was built around five key figures from the RuPaul universe. Aquaria, Asia O’Hara, Kim Chi, Naomi Smalls and Violet Chachki. It was built around joy, creativity and playfulness and visually we used a “backstage theme”, a romantic glimpse into the queens’ world behind the scenes.
In the first stage of the campaign, a month long, the five and our other collaborating queens would use the Klarna shopping app to create their own outfits, a central theme of the RuPaul Drag Race mechanics, demonstrating the app’s smooth features and benefits. Pay in four, price drop notifications, wish lists, easy returns et cetera.
A process that peaked in New York during World Pride where they revealed their creations on stage, sparking the second phase of the campaign – now more focused on paid ad space - with photos and films featuring the queens flaunting their creations in a dramatized backstage world.
"Youtube show, Shop like a Queen" , 4 episodes
In the end, Klarna became more than a mere bank with a commercial message, it became a a current topic, pop cultural phenomenon extensively praised from both within and outside the drag community.
387 485 017 impressions
<1 US cent CPI
573 835 app downloads
100 000 active shoppers
487% increase in organic search
8% increased awareness
8% increased consideration
7% increased purchase intent
55% increase in positive attitude among the ones that recognize Klarna
|Other Credits:||HL Group|
|Other Credits:||Voss Events|
|Other Credits:||Link Production|