How This Fintech Company Pivoted Its Marketing to Be Where the Cool Kids Are

Getting Snoop Dogg on board definitely helped with that

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Snoop Dogg isn’t a stranger to working with brands and releasing odd but lovable ads—or even to working on projects with unlikely partners such as Martha Stewart. But when Klarna, a fintech company that offers consumers a buy-now-pay-later option with more than 1,000 U.S. retailers, rebranded in 2017, Snoop wanted to join (and eventually became a minority shareholder).

The Stockholm-based company, whose competition ranges from Afterpay to PayPal, and its agency partner DDB Stockholm wanted to pivot from a “boring” blue-color scheme and male-driven financial-type company chock-full of legalese to something that spoke to consumers and made them feel like they could trust the brand, according to David Sandström, Klarna’s CMO.

“The industry itself is losing the trust of an entire generation, and that is obviously affecting retailers.



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This story first appeared in the July 8, 2019, issue of Adweek magazine. Click here to subscribe.