Millennial Opps: Klarna stars Paris Hilton in new campaign

Sales Lead: Klarna recently announced a global multimedia campaign featuring Paris Hilton.

• The campaign was made with 11:11 Media, Hilton's media company.
• It also featured beauty influencer and social media personality Bretman Rock, who has appeared in Klarna campaigns in the past.
• It will run from February through March across social media, digital, broadcast, and OOH.
• Additionally, 11:11 Media will promote the campaign across digital channels such as Hilton's personal social media platforms.
• This is the first time that Klarna has worked with Hilton and her agency.
• The company will likely:
  • Launch similar work throughout the rest of 2023
  • Pursue additional influencer opportunities
  • Ramp up experiential efforts
    • Last summer, Klarna promoted Lauren Young to the role of global experiential marketing head.
  • Return to heavier ad spend
• Target demographic: 
  • Nostalgic millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend and ad programming: Klarna hasn't utilized national TV since H1 2021, when around $5.8m targeted the male-skewed audience of shows such as NFL Football, Oprah With Meghan and Harry: A CBS Primetime Special, College Basketball, We Need to Talk, and the 2021 Tournament Rebound
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend and data: In 2022, Klarna spent roughly $24.3m on digital ads, 37% less than the roughly $38.6m spent in 2021.
  • 2022 data: The company earned approximately 2.8b digital impressions last year via Instagram (46%), Facebook (29%), desktop display (22%), desktop video (1%), and mobile display (1%) ads.
    • ​​​​​​​Klarna placed most of last year's desktop display ads site direct onto destinations such as kohls.com (20%), target.com, ebay.com, woot.com, and nymag.com.
• Additional channel insights  
  • The company utilizes Google Ads, TikTok, Twitter, and online video (primarily Youtube.com, secondarily Youtube Android and Youtube IOS).

Additional agency insights:

• Opportunity: Since Klarna is working with a new digital agency partner, it may seek additional new agency partners, so get in touch soon to offer media, PR, creative, experiential, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​​​​​​​​11:11 Media: Digital agency partner
    • ​​​​​​​The agency is handling aspects of this campaign's digital execution, which includes posts from Hilton's personal accounts.
    • As I briefly mentioned, Klarna has not worked wit 11:11 Media in the past.
  • TBWA \ Chiat \ Day​​​​​​​: Creative AOR
  • Movement Strategy: Social AOR
  • Havas Media: Media AOR
  • Missy Farren & Associates: PR agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.