The pandemic negatively impacts Gen Z’s financial stability; however, one company found a way to help keep purchases accessible.
Klarna acts as a payment plan that works with retailers, allowing users to purchase items on a “credit” basis. It advertises
four easy payments to cover the cost up front and gives customers flexible options for their online shopping.
Klarna’s marketing campaign focuses on influencer advertising and connecting with brands Gen Z already knows and trusts.
One of its biggest advertising efforts was crowning Snoop Dogg as “King of Smoooth”. Associating the hip-hop icon with a “smoooth” shopping experience created an instant connection with Gen Z.
Although financial brands have the stereotype of boring younger audiences, Klarna finds quirky yet effective methods of relating to Gen Z.
Klarna’s partnership with popular online retailers further facilitates its brand recognition. The buy now, pay later option provides Gen Z with instant access to merchandise.
The fashion and beauty stores Gen Z frequents offer Klarna as a payment option, integrating Klarna usage and e-commerce.