Why is this work relevant for Brand Experience & Activation?

Klarna, the global online payment disruptor, wanted to launch their app in the US with a fun, attention grabbing event for dog owner’s. We created the Klarna Pup-Up Grooming Salon. A bespoke salon where dogs - and their humans – could get a matchy-matchy makeover, while using the app to shop without leaving their best friend’s side. The salon drew massive crowds, attracting a slew of top dog influencers eager to meet our celebrity dog stylists. The space featured custom made makeover stations, chrome pee hydrant, doggy VIP ropes, and art for dogs thoughtfully placed at dog height.

Background

For the launch of their shopping app in the US, leading global disruptor of smooth online payments Klarna wanted to create a fun, attention grabbing event in New York City. This event also needed to launch the “Who’s a Good Shopper” campaign. Targeted at dog-owners and dog-lovers alike, the campaign centred around the ability to shop everywhere via the Klarna App so you never have to leave your furry friend’s side.

Describe the creative idea (20% of vote)

We created the Klarna Pup-Up Grooming Salon. A bespoke salon made for dogs - and their humans - to get styled matchy-matchy for Halloween, while shopping on the Klarna app.

Describe the strategy (20% of vote)

We invited top dog influencers and celebrity dog stylists to spread the word on social media, drawing massive crowds each day. Celebrity dog groomer, Jess Rona, who is known for her signature musical slow-mo blowout videos and pimping Katy Perry’s poodles, will be on-site to offer her stylish services to dogs and owners alike. Dubbed ‘the Oprah of dog groomers’ Rona is all about transformation and animated haircuts for her clientele. Attendees were groomed ready for the gram and tag #doggelganger - sharing their looks across social channels each day. These twinning duos can connect with special guests, including Instagram's top dog influencers: Paul the Corgi, Agador, Menswear Dog and Rosenberg.

Describe the execution (30% of vote)

Klarna’s ‘Pup-Up’ pop-up salon in the Meatpacking District was open to the public. Decked out in signature smoooth Klarna style, the ‘Pup-Up’ allowed dog owners and their dogs to come in to get a matching makeover together. The space has custom made human and dog makeover stations for the matching duos as well as a myriad of little dog friendly touches. A little pink carpet for the dogs, dog level VIP ropes and some décor, just for the dogs, hung at dog height.

List the results (30% of vote)

Appointments were quickly booked to capacity and social reach was massive with over 100,000 impressions overall. Klarna quickly saw massive growth - with the shopping app hitting 2 million monthly active users and 50,000 average daily downloads eventually reaching a record 11 million customers in the US.