Klarna
Mumsnet insights powered Klarna's campaign, creating a vibrant community focused on smarter shopping
“Mumsnet's insight-driven approach ensured our campaign resonated deeply with the audience, successfully driving awareness of the Klarna app and empowering parents to make informed spending decisions.”
- Klarna (2023)
Brief in brief
Introduce Klarna’s new products and help position Klarna as a trusted brand that helps parents save money and time when it comes to their purchase decisions
Opportunity
Insight is key to crafting impactful campaigns that resonate with our audience and our power lies in our ability to directly connect brands with consumers through our 20,000 strong insight panel; Mumsnet Voices. Our research delved into the intricacies of parents' budgeting and spending behaviours, as well as their perceptions of the Klarna app to help guide the campaign.
Partnership overview
Users from our Mumsnet Voices insight panel participated in a Klarna focus group and product test, the results of which guided our agile campaign strategy. Engaging activations such as native discussions, informative editorials and an exciting competition all around shopping smarter was the next step in cultivating a Klarna community on Mumsnet. To further reinforce Klarna within the community, we positioned engaging Klarna ads within popular shopping editorial spaces on Mumsnet that appealed to parents.
Results
Brand-led editorial achieved an average dwell time of 1 minute 52 seconds (+87% KPI):
We rounded up Klarna’s key benefits for Christmas shoppers while highlighting the Rated win, including positive user reviews at a key time for online shopping
Competition received 8k entries (+233% KPI):
We celebrated Klarna’s Rated win, and highlighted the benefits of the Search and Compare tool with a festive onsite competition (£200 incentive)
Ask the community achieved 4k page views (+82% KPI):
A series of sponsored discussions prompted parents to engage with relevant topics around shopping online and deal-searching
