KLARNA
SENIOR COPYWRITER
KLARNA WEEKLY
This is a weekly CRM series focused on user education and increasing app usage. Every month, a minimum of 4 emails are created as part of this initiative, often accompanied by app push notifications. I created the initial content strategy, concepted the 4 core themes, and wrote the copy each month. In 2021, Klarna Weekly drove 37% of all CRM-related conversions globally.
CREATIVE HIGHLIGHTS
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SHOPPING APP LAUNCH
I was the lead copywriter for this project to launch the Klarna shopping app in 14 new global markets. Work included emails, landing pages, social posts, articles, push notifications, and more. Each deliverable had to be localized to fit the 14 new markets (e.g., updated payment methods, spelling differences for English-speaking regions, and translation assistance).
This initiative drove 184M SEK in in-app shopping volume as well as 104K new purchases and 939K new app users—all within the first month of launch.
CREATIVE HIGHLIGHTS
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SUMMER WANDERLUST CAMPAIGN
I led the messaging and creative for Klarna’s Summer Wanderlust campaign. The goal of the campaign was to increase awareness of the Klarna app’s product features and overall shopping volume. I created a personality quiz as well as emails, in-app articles, push notifications, and in-app notifications for each city.
The campaign drove more than $18M in shopping volume with 185K total purchasers (37K of which were first purchases).
Creative highlights
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GLOBAL COPY LIBRARY
I wrote, led, and project-managed Klarna’s internal global copy library initiative. The goal was to create a one-stop-shop for marketing copy around some of Klarna’s most valuable products across 20 global markets. Work involved included the creation of all copy; sourcing approvals from writers, product managers, and regional B2C teams; and translation of the copy into 10+ languages.
VIDEO WALKTHROUGH
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