"Get Smooth" was the message shared by Snoop Dogg when he worked with Klarna on a campaign and this message has been adapted to "That's Smoooth" for an all-new yet nostalgic campaign with Paris Hilton. The Y2K-style campaign revives the heiress' trademark catchphrase in a way that also aligns with previous messaging from the brand.
Hilton was chosen to be the face of the campaign for several reasons, including the fact that she's a shopper and a trendsetter herself, and consumers have grown up with her.
With this campaign, and other strategic moves, the company is appealing to a younger generation of shoppers, such as with a Spotify Wrapped-style, Instagram-friendly story feature that shows users all the ways they spent money in the last year.
Y2K Shopping Campaigns
Klarna's That's Smoooth Campaign Stars Paris Hilton
Trend Themes
1. Y2k-style Campaigns - Companies can capitalize on the nostalgia trend by reviving popular trends from the early 2000s and incorporating them into modern marketing campaigns.
2. Celebrity Collaborations - Partnering with celebrities who have a large following on social media can help increase brand visibility and appeal to younger consumers.
3. Personalized Shopping Experiences - Creating personalized experiences, such as the Spotify Wrapped-style, Instagram-friendly story feature that shows users how they spent money in the last year, can help businesses connect with younger consumers in a meaningful way.
Industry Implications
1. Fashion - Fashion companies can leverage the nostalgia trend by incorporating Y2K styles into their designs and partnering with influential celebrities to promote their brand.
2. Technology - Tech companies can create personalized experiences for consumers through the use of innovative digital tools and collaborations with popular celebrities.
3. Retail - Retailers can appeal to younger consumers by offering personalized experiences, using social media campaigns and collaborating with celebrities who have a strong social media presence.