When Klarna approached NewsLab in 2020, the after-payment market was still in its infancy and the Swedish fintech company was unknown to most journalists, retailers and the general public. Moreover, the product was - wrongly - associated with providing credit with interest.
A proactive media approach - in which we linked Wilko Klaassen, General Manager Benelux at Klarna - to relevant news and trade media - made the difference. Klaassen shared his vision about the future of the payment market with relevant media, which raised brand awareness considerably. NewsLab has since supported Klarna in its PR approach of the B2B target group. By positioning Klarna as a thought leader, and sharing industry knowledge and proprietary data-based stories on topics relevant to retailers, Klarna has demonstrated its added value. At the eve of important sales days, such as Black Friday, as well as X-Mas and New Years eve, it provides analyses of new trends related to changing consumer behaviour, based on its own data and research.