# Y2K Shopping Campaigns Klarna's That's Smoooth Campaign Stars Paris Hilton By Laura McQuarrie | Published 2023-02-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/thats-smoooth References: [altfi](https://www.altfi.com/article/10382_klarna-adds-paris-hilton-to-its-celeb-roster-with-new-campaign)  "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. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 79% | Activity: 73% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **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. - **Celebrity Collaborations:** Partnering with celebrities who have a large following on social media can help increase brand visibility and appeal to younger consumers. - **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. ### Sectors Adopting This - **Fashion:** Fashion companies can leverage the nostalgia trend by incorporating Y2K styles into their designs and partnering with influential celebrities to promote their brand. - **Technology:** Tech companies can create personalized experiences for consumers through the use of innovative digital tools and collaborations with popular celebrities. - **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. ## Related on Trend Hunter - [Personal Shopping Assistants](https://www.trendhunter.com/trends/ask-klarna.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Y2K Lip Gloss Campaigns](https://www.trendhunter.com/trends/lancome-juicy-kissing-web.md) - [Celebrity Hot Sauce Ads](https://www.trendhunter.com/trends/thats-redhot.md) - [Gen Z Holiday Campaigns](https://www.trendhunter.com/trends/wrapped-in-heat.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Nighttime Cosmetic Campaigns](https://www.trendhunter.com/trends/night-night-club-campaign.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md)