Belstaff was looking to raise its game with younger audiences, the brand’s latest product campaign had an unexpected hero – Klarna.
Although Belstaff’s target audience is the Millennial man, it was eager to capture younger luxe-consumers and to attract more females to its rapidly expanding women’s line. With a growing global following, serviced by four regional webstores, it also sought to raise its profile with international shoppers especially in the UK, US and Germany.
Belstaff agreed to let Klarna drive a multi-market campaign targeting a premium shopping audience, tapping into its ‘male shopper’ insights to drive traffic to a Klarna branded Belstaff competition.
The resulting product and competition campaign generated almost 2.5 million impressions for Belstaff and a click through rate of 2.3%. Bearing in mind that the industry average for apparel campaigns is 1.24%, this was a tremendous uplift.