Case Study | Online Shopping Done Right with Klarna
Maximising Klarna’s Hero Content to Expand Reach and Engagement
At JJW STUDIO, we’re firm believers that customer engagement is paramount when it comes to digital marketing, and content remains king (and queen). While this phrase isn’t necessarily new, the trends and the ways marketers are going about it are.
Adopting different types of content and, more specifically, providing more ways for consumers to engage will expand your business or company’s reach on relevant social media platforms, and this was our primary goal when crafting content for Klarna alongside PR agency The Mint Partners.
Consumer Patterns Are Forever Changing
Launching in the middle of a pandemic and an already established market, building brand awareness was of the utmost importance to Klarna, a Buy Now, Pay Later service.
When emerging from lockdown, it was found that consumer shopping habits had changed, with a quarter of Australians now less likely to shop in-store because of their positive online experience during the pandemic.
Your Audiences Are and Will Engage with You on Different Platforms
A music video with The Inspired Unemployed, Thandi Phoenix and Tuka had already been shot by Universal Music parodying odd shopping behaviours developed in lockdown. However, there was no supporting content aimed at educating audiences on the products and services of Klarna and audience engagement was limited by just having one piece of content.
In collaboration with JJW STUDIO, The Mint Partners ideated and executed a separate content shoot in the recording studio to expand audience reach on different channels and encourage audiences to engage with the talent while learning more in-depth about who and what Klarna and its products could provide them.
Re-Creating the Song Writing Process for a Unique Digital Format
Staying true to the creative process, we opted to shoot the supporting content in the same Universal Music recording studio used to build and record the song, allowing our audiences to go behind the scenes and deep dive into understanding the creative process.
Klarna’s brand DNA is about bending the financial norms and twisting what people are used to from banks. In staying true to the brand and its colours, we opted to shine a pink-hued light on our background, thus illuminating the talent and creating a pristine eye-catching visual.
Oddly Satisfying Outputs
We created 60 video assets for Klarna, which consisted of master interviews corresponding with each talent, “Swipe Up” CTA’s and cutdowns focusing on each talent’s key talking points, including the creative process of songwriting and their favourite feature on the Klarna app. Engaging “This or That” Instagram Story polls were also developed to allow for audience participation.
Interview Series with “The Inspired Unemployed
Interview Series with “Thandi Phoenix”
These outputs were rolled out across the 3-month campaign period and saw significant boosts in the original music video viewership once seeded out.
“This or That” Instagram Poll with The Inspired Unemployed
“This or That” Instagram Poll with Thandi Phoenix
Swipe Up CTA for Instagram with Tuka
Swipe Up CTA for Instagram with Thandi Phoenix
A Successful Content Production Collaboration
“We love working with JJW STUDIO. They always make the process really easy and collaborative.”
- Miranda Bryce, General Manager – The Mint Partners
Got a Campaign That Requires Additional Content Support?
If you have any questions or require support on crafting additional content for your latest campaign, please contact us here. You’ll be able to explore a handful of partnership videos we crafted at Australian Fashion Week in our 2021 quarter two report right here.
Now, go forth and make an impact!
