Klarna's Pop-Up Brings Awareness to Advertising Guidelines
Laura McQuarrie — August 9, 2021 — Marketing
References: klarna & fashionunited.uk
Puy now and pay later payment provider Klarna is educating consumers with its newest social media pop-up in the UK, which is styled as a double-decker bus. The aim of the experiential pop-up is to familiarize consumers with social media advertising guidelines so that they know when they see an advertisement.
This move is geared at offering greater transparency to consumers so that they are better able to recognize organic versus paid-for adverts on social media. This in-person experience from Klarna follows the launch of its Influencer Council Whitepaper, a guide that can be used by brands and influencers to advertise responsibly across social media.
The pop-up space, open for a limited time in August, boasts "Instagrammable moments with an educational twist," panel talks, graphics and engaging audio experiences.
This move is geared at offering greater transparency to consumers so that they are better able to recognize organic versus paid-for adverts on social media. This in-person experience from Klarna follows the launch of its Influencer Council Whitepaper, a guide that can be used by brands and influencers to advertise responsibly across social media.
The pop-up space, open for a limited time in August, boasts "Instagrammable moments with an educational twist," panel talks, graphics and engaging audio experiences.
Trend Themes
1. Experiential Social Media Pop-ups - Social media pop-ups with interactive and educational experiences open new opportunities for brands to promote transparency and educate consumers.
2. Advertising Guideline Education - As companies like Klarna educate consumers on social media advertising guidelines, there is an opportunity for other businesses to develop similar educational campaigns focused on transparency and authenticity in advertising.
3. Influencer Councils - The launch of Klarna's Influencer Council Whitepaper presents an opportunity for industry professionals to create similar councils with guidelines and best practices that promote responsible advertising on social media.
Industry Implications
1. Payments - Payment providers like Klarna can leverage social media pop-ups to not only educate but also increase brand visibility through Instagrammable moments and engaging audio and visual experiences.
2. Advertising - The trend towards advertising guideline education presents an opportunity for advertising industry professionals to position themselves as advocates for transparency, ethics, and authenticity in paid advertising, particularly on social media.
3. Influencer Marketing - Klarna's Influencer Council Whitepaper presents an opportunity for influencer marketing agencies and industry professionals to better understand advertising regulations, and to create effective campaigns that promote responsible advertising and brand authenticity on social media.
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