Overview

Ray-Ban was launching its new Stories smart glasses in partnership with Facebook and needed to capture the attention of 18–35-year-olds across the US and EMEA. The goals: drive traffic, boost brand visibility, and convert clicks into sales.

As the product marketing lead, I helped shape the campaign strategy, align cross-functional stakeholders, and drive execution across Klarna’s publishing, rewards, and CRM channels — ensuring performance at every touchpoint.

We built a full-funnel activation using Klarna’s publishing and loyalty ecosystem to maximize visibility and drive conversion:

• Sponsored Ads: Premium placements across the Klarna app to reach Gen Z and Millennials.

• Rewards Club Takeover: A double points campaign incentivized purchases during the product launch.

• Exclusive Loyalty Offer: Post-campaign, the success led to a permanent 20% off voucher for Klarna Rewards Club members.

• Full CRM Activation: In-app messaging, curated shopping lists, email campaigns, and more.

• +132% increase in sales (Q4 2021 vs. Q3)

• +47% increase in clicks, +104% revenue uplift

• 69% of Klarna sales driven by Gen Z & Millennials

• Deal Ads ranked Top 25% for CTR

• 141% increase in average spend, 35% increase in AOV, 78% uplift in orders

• 14% better performance vs. Klarna Sponsored Ads average

• Content Creation

• Partner marketing

• CRM activation

• Localization

• Team alignment