Objectives

Klarna partnered with AMC Networks’ pop culture phenomenon, Killing Eve to drive awareness for Klarna’s US launch.  With it’s killer fashion and European flair, Killing Eve has established itself as more than a show, but a lifestyle, making it the perfect environment for Klarna to activate.  To leverage that equity and the fans’ passion for fashion, Klarna and AMC Networks collaborated to curate show-inspired wishlists to live exclusively on the Klarna app. This deepened the connection between Klarna and fans through show-inspired content anchored around fans’ desires to become more immersed in the show to encourage trial and downloads. Through custom branded and social content aligned with TV’s favorite assassin, Villanelle, the Klarna app received premium placement in and around the highly-anticipated finale and established Klarna as the facilitator of a fan experience that brings fans deeper into the world of the series.

Strategy and Execution

To kick-off Klarna’s partnership with Killing Eve, the AMCN Content Room produced a ”Smoooth Style” co-branded spot that showcased Villanelle’s iconic fashion and drove fans to the Klarna app to get their own looks inspired by Killng Eve. Klarna and AMC Networks collaborated to curate wishlists inspired by Villanelle’s iconic looks and editorial content inspired by Killing Eve to live exclusively on the Klarna app.  

Klarna, AMC Networks + Paper Magazine joined forces for the ultimate Killing Eve afterparty on Facebook LIVE – Chilling Eve. This video chat special welcomed cast members, celebrity guests, and superfans to breakdown the craziest moments of the season and make predictions for the fate of our favorite duo.  Klarna was integrated into this content with verbal mentions and branded in-show segments. 

In the “Smoooth Style Recap” branded segment on Facebook LIVE, Klarna, AMC Networks and Paper Magazine gave the rundown of Villanelle’s best looks from Season 2 and drove fans to Klarna to shop the looks. 

Results

Klarna's alignment with Killing Eve drove brand consideration, brand lift and higher commercial viewing and attention that topped both Klarna and cable benchmarks. Partnering with Killing Eve resulted in a greater likelihood of respondents engaging with Klarna, most of whom had never heard of Klarna (80%).

• 42% more likely to find out more about Klarna and it’s services
• 39% more likely to check out the show content on the Klarna app
• 21% more likely to download the Klarna app
• 20% more likely to talk about Klarna with other people

In terms of social success, Klarna’s partnership with Killing Eve drove high engagement and outperformed AMCN’s average rates across Facebook.

• VCR 4x Higher
• CTR 28x Higher
• ENG Rate 13x higher

Klarna’s partnership with Killing Eve outperformed Klarna’s average response per post across social platforms.

• Facebook: 2.5x Higher
• Instagram: 9x Higher

Klarna’s Killing Eve sponsorship led to higher commercial viewing and attention from the brand’s key demo.

• Klarna's co-branded spots retained +9% 18-49 viewers than average commercial in the Killing Eve finale
• During Killing Eve, viewers paid +23% more attention to the sponsorship than the average cable commercial
• Klarna's sponsorship captured +13% more attention than the average cable commercial

Media