Klarna's That's Smoooth Campaign Stars Paris Hilton
Laura McQuarrie — February 8, 2023 — Marketing
References: altfi
"Get Smooth" was the message shared by Snoop Dogg when he worked with Klarna on a campaign and this message has been adapted to "That's Smoooth" for an all-new yet nostalgic campaign with Paris Hilton. The Y2K-style campaign revives the heiress' trademark catchphrase in a way that also aligns with previous messaging from the brand.
Hilton was chosen to be the face of the campaign for several reasons, including the fact that she's a shopper and a trendsetter herself, and consumers have grown up with her.
With this campaign, and other strategic moves, the company is appealing to a younger generation of shoppers, such as with a Spotify Wrapped-style, Instagram-friendly story feature that shows users all the ways they spent money in the last year.
Hilton was chosen to be the face of the campaign for several reasons, including the fact that she's a shopper and a trendsetter herself, and consumers have grown up with her.
With this campaign, and other strategic moves, the company is appealing to a younger generation of shoppers, such as with a Spotify Wrapped-style, Instagram-friendly story feature that shows users all the ways they spent money in the last year.
Trend Themes
1. Y2k-style Campaigns - Companies can capitalize on the nostalgia trend by reviving popular trends from the early 2000s and incorporating them into modern marketing campaigns.
2. Celebrity Collaborations - Partnering with celebrities who have a large following on social media can help increase brand visibility and appeal to younger consumers.
3. Personalized Shopping Experiences - Creating personalized experiences, such as the Spotify Wrapped-style, Instagram-friendly story feature that shows users how they spent money in the last year, can help businesses connect with younger consumers in a meaningful way.
Industry Implications
1. Fashion - Fashion companies can leverage the nostalgia trend by incorporating Y2K styles into their designs and partnering with influential celebrities to promote their brand.
2. Technology - Tech companies can create personalized experiences for consumers through the use of innovative digital tools and collaborations with popular celebrities.
3. Retail - Retailers can appeal to younger consumers by offering personalized experiences, using social media campaigns and collaborating with celebrities who have a strong social media presence.
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