In 2020, Klarna - the biggest fintech in the world - launched a unique raffle in the world of sneakers. For the first time ever, sneaker lovers were able to win a raffle without the interruption of bots. With a high-tech tool Klarna measured the heartbeat of visitors coming online to see the five most exclusive sneaker pairs of the world and rated their passion for sneakers. The Top 5 passionate sneakerheads won the raffle.
NewsLab was responsible for all influencer collaborations and PR around the Sneakerhead campaign. This groundbreaking way of organizing raffles resulted in articles in ForHimMagazine, Fashion Magazine ELLE and Daily news platform Metro. With the use of influencers, such as Valerio Zeno and Jord Gijsberts, we reached numerous sneakerheads.