SMOOOTH KNITTING: HUIPPUMUOTI ON ITSE LUOTU

Challenge

In a world that’s getting more hectic than ever, Klarna brought consumers and merchants together to bring mindfulness via… knitting.

Knitting you ask? Yes. Knitting is the newest, coolest way to mindfulness and it is an activity for anyone who sets their mind to it. This is where Klarna can help by bringing the ideas and tools into everyone’s hands through the Klarna application.

But there needs to be something more to get people into knitting. We didn’t want to create yet another mass product for everyone to buy. Our goal was to spark a nationwide knitting phenomenon by creating a challenge around something unique and desirable.

Creative strategy

To create this phenomenon, we first needed a product that everyone would want. Enter Teemu Muurimäki, a renowned Finnish fashion designer known for his works for major players like Dolce & Gabbana, Bottega Veneta and Giorgio Armani. Teemu got inspired immediately and designed the “must have” sweater for fall 2020.

There is a catch though. You can’t buy the sweater. You need to knit it yourself.

Through the Klarna application everyone would be able to download the knitting pattern and order the knitting kit from Novita. With this action, we also wanted to spark up appreciation of slow, self-made fashion and mindful consumption.

Next, we needed a complete media and PR plan for the launch. The sweater would be launched with the same glamour and high quality you could expect from any luxury brand, with influencer content. On top of the media plan it was clear we also needed a live experiential part to increase the overall visibility.

To complete the strategy we looked into the key message. This was researched amongst the target group. Huippumuoti on itse luotu (EN: High fashion is self made) was by far the most popular slogan, with 66% approval from the consumers.

The launch plan and the creative outcome was then built around this key message to tie it all together.

“Halusin luoda muodikkaan paidan, jonka kutominen olisi antoisaa ja täynnä oivaltamisen riemua. Neuleessa on selkeä ja tunnistettava design. Novitan langoissa on syksyn fiilistä – sellaista, joka tuo halun kietoutua neuleeseen viilenevässä kelissä.”

— Teemu Muurimäki, designer

Execution

The primary target audience was women aged between 25-44 with online shopping interest. To reach this audience and support the media and influencer campaigns, we came up with an exciting and inspiring live activation. A group of Klarna ambassadors called “The Street knitters” took over the strangest places in Helsinki to knit. These agents were far from the average joe. They were fashionable, cool and vivid. For two days, two different groups were knitting the must-have sweaters while passers-by were staring and admiring. During these days the most visible DOOH surfaces at Helsinki were playing the campaign visuals. 

The global pandemic situation was trying to do its best to interfere with our plans, but we were agile enough to deal with all the restrictions and safety measures to send our knitters to the streets.

All the reactions from our target audience were extremely positive: curious smiles, questions about knitting and the campaign – all the things we wanted to achieve.

Results

Klarna wants to always exceed the expectations and this time they surely did. Together with outdoor media, influencer campaigns and the experiential part this campaign was highly visible in every possible channel for a desired period.

Campaign study results showed that the campaign was better noticed among Finnish online shoppers and its theme was also seen as more appealing than the previously measured Klarna campaign. Furthermore, the campaign has positively affected Klarna’s app awareness and brand image.

Key figures:

• Top Of Mind grew 8% amongst millennials

• 1.73M reach via campaign influencers

• 83.9K engagement via influencers

• 9.7K knitting instruction downloads from Klarna App

• +1,060% increase in article engagement vs average in App

• +8.3% increase in average daily users in App