Challenge
Klarna, already a household name across Europe, wanted to elevate its visibility and credibility in the U.S. retail market and educate American consumers and industry leaders about its buy now, pay later (BNPL) offering at a time when the category was still emerging. 

Strategy
We activated our Retail Influencer Network and DealmakeHers community to accelerate Klarna’s relationship-building with influential U.S. executives, analysts and journalists. A key milestone was connecting Klarna CEO Sebastian Siemiatkowski with DealmakeHer Nancy Berger, then Chief Revenue Officer of Cosmopolitan, which led to the launch of Hauliday by Cosmo x Klarna, a Gen Z–focused online shopping event. To further deepen U.S. market credibility, we hosted an exclusive thought-leadership dinner moderated by anchor Brian Sullivan, providing Klarna executives with a high-impact forum to engage brand CEOs, investors and media on the future of global payments. In parallel, we leveraged Klarna’s corporate initiatives and proprietary consumer insights to shape compelling narratives for press and analysts.

Results
“Hauliday” significantly accelerated Klarna’s U.S. traction—driving three times the normal shopping volume on the Klarna app and delivering strong Gen Z and millennial customer acquisition results. The VIP dinner also positioned Siemiatkowski as a forward-thinking industry leader and opened doors to new brand relationships and partnerships. Our media outreach fueled broad U.S. visibility, resulting in coverage in The Wall Street Journal, Business Insider, CNBC’s Squawk Alley, TechCrunch, WWD and other top-tier outlets, establishing Klarna as a rising force in the BNPL and retail innovation landscape.