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  • Success Case Study
    • Klarna New User
    Acquisitions Campaign
    reached in just 41 days at
    lower CPI with Starti.
    Published 15.03.2025
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    Klarna paid only for app installs and reactivated transactions.
    Partner Overview:
    Klarna, a global leader in buy-now-pay-later (BNPL) services, sought to amplify app installs and reactivate dormant users in saturated markets like the US and EU. Facing fierce competition and declining social media ROAS, Klarna partnered with Starti to harness CTV’s premium reach and performance-driven targeting, driving measurable, high-intent conversions.
    Objectives & Goals
    New User Acquisition. KPI
    CPI, Campaign Cap 10K.
    Re-Engage dormant users who hadn’t transacted in 90+ days. KPI
    CPA, Campaign Cap 10K.
    Re-Engage Dormant Users who hadn’t ordered in 30+ days
    KPI >20k/month
    SHEIN’s Challenges
    Market Saturation
    Overlap with competitors like Afterpay on digital channels diluted CTR.
    Audience Precision
    Reaching credit-worthy shoppers with high intent to use BNPL.
    Creative Fatigue
    Static ads failed to highlight Klarna’s flexibility (e.g., “Pay in 4” vs. “Pay Later”).
    Regulatory Compliance
    Adhering to financial advertising laws across regions.
    Starti Strategy
    01//
    Intent-Driven Audience Targeting

    Targeted viewers of cooking shows, food documentaries, and late-night comedy on FAST platforms like Roku and Pluto TV.

    Focused on households with $60k+ income and frequent e-commerce purchases.

    02//
    Dynamic Creative Optimization (DCO)

    Rotated 20+ ad variations featuring real-time retail partnerships (e.g., “Split Your Nike Purchase – 0% Interest!”).

    Geo-tailored messaging:

    - US: “Pay in 4 at Nike – No Credit Check!”

    - EU: “Spread Your Sephora Purchase Over 3 Months – Sign Up Now!”

    03//
    Prime Content Placements

    Ads aired during Shark Tank, Prime Day live streams, and holiday shopping specials, capturing audiences in “shopping mode.”

    04//
    SmartReach™ AI Optimization

    AI reallocated 80% of budget to top-performing channels (reality TV, holiday movies) and paused low-impact placements in real time.

    05//
    OmniTrack Attribution

    Linked CTV impressions to app installs, revealing 62% of new users downloaded Klarna’s app within 6 hours of ad exposure.

    Capped in just 41 days
    46K
    New User Acquisition
    new app installs with 38% first time orders. (exceeding KPI of >30k new app installs, with >25% first time orders).
    10K
    Re-Engage Dormant Users
    Averaged 29K/month (exceeding KPI of >20k/month).
    +36%
    Increase Average Order Value (AOV)
    Average $31 to $42, +36% AOV (exceeding KPI of >25%).
    31%
    Lower CPA vs Uber Eats previous campaigns.
    Highlights
    ‍Klarna
    ‍partners with Starti on a long-term no cap basis.
    41 days
    Capped in jus
    4.6M+
    free brand exposure.
    Klarna paid only for app installs and reactivated transactions.
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