MINT was engaged by Klarna to launch the Swedish payments provider in Australia in February 2020. Given the cluttered BNPL market, we used engaging and mindful social media content to differentiate Klarna’s brand personality and position them as the preferred shopping service.

We developed an always-on content and paid media strategy to raise brand awareness by targeting consumers with content to inspire and promote merchant partners, distinguish Klarna from competitors via its unique app features and increase engagement through interactive social gamification.
Our social media strategy focussed on four pillars:

• Mindful Money – encouraging smart and informed spending decisions

• #KlarnaKare – emotional support provided via empathy and escape

• Support Local – Financially supporting Australian brands, while using their channels to grow ours

• ShopCulture – entertaining content combining pop culture with shop culture references.

Touch Points & Deliverables

Campaign Announcement
Talent management
Local Ambassadors
Events & Activations Partnerships
Media Program
Media Relations
Press Opps
Social Media Strategy
Social Media Content Creation
Influencer Strategy
Influencer Content
Ambassador Media Call



40 Million

Increase in Followers

0 %

Unique Reach

0 Million
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