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Klarna to launch bus activation in Manchester highlighting social media advertising guidelines

Tom Bottomley
06 August 2021

Leading payments and shopping service Klarna is launching an experiential activation in the form of a pop-up double decker bus in Manchester’s Spinningfields area, to raise awareness of social media advertising guidelines among UK consumers and influencers.

The bus is full of "Instagrammable" moments with educational graphics, and the space will host a range of activations from 13-14 August aimed at encouraging engagement within a fun environment.

Consumers and influencers will gain access to Klarna’s bus experience by correctly answering three questions on Klarna’s new social media advertising guidelines.

The launch aims to raise awareness among influencers and consumers on advertising rules, as Klarna data has uncovered that 46% of consumers don’t know that #ad means that an influencer has been paid to promote a product or service.

Klarna’s bus follows its recently launched Influencer Council Whitepaper, a guide intended to be used by brands and influencers to advertise responsibly across social media.

There will be a talk on Saturday 14 August with members of Klarna’s influencer panel, including Christian Howes (Chair), AJ Coyne, Rupa Shah, Lian Hirst, Owen O’Kane and Kia Commodore.

A roster of brand activations will also be in play throughout the two days from a host of Klarna merchants, including free manicures courtesy of BEAUTY BAY, and the Crep Protect Ultimate Cleaning Crew will be present offering free sprays and sneaker cleans courtesy of JD Sports, while London florists Forbes & Field will be creating complimentary floral bouquets for guests to take away with them.

It is Klarna’s first in person event since the pandemic and marks a return to Manchester following their successful House of Klarna takeover on King Street in 2019.

AJ Coyne, Head of UK Marketing at Klarna, said: “We are excited to return to Manchester and continue a conversation that’s becoming increasingly important in modern day life - responsible advertising on social channels. As social media plays an increasingly present role in our lives, it’s vital that consumers are fully aware of when they are being advertised to. Our Influencer Council and subsequent whitepaper serves as a guide for brands and influencers looking to be responsible and we’re looking forward to bringing this to life in a more visual way through our pop-up in Manchester’s Spinningfields.”

With brands and influencers increasingly partnering, Klarna is taking a proactive step forward in bringing greater transparency to consumers so they understand when they are seeing a paid for advert versus organic content on social media.

The Influencer Council Whitepaper also provides greater clarity to influencers and brands on the parameters of paid for partnerships in a bid to drive responsible marketing practices across the industry more broadly.

The Influencer Council, formed in March 2021, was established to provide greater clarity on influencer marketing guidelines following research which revealed that only one quarter (27%) of UK consumers understood the use of advertising tags on influencers’ posts.

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