Top “buy now, pay later” platform Klarna is launching an experiential #ad awareness pop-up on a doubledecker bus in the U.K. In an effort to raise awareness of social media advertising guidelines among U.K. consumers and influencers, Klarna is hosting a series of physical events inside a “highly Instagrammable” doubledecker bus in Manchester. The experiential campaign aims to help consumers understand when they are seeing a paid-for ad versus organic content on social media—a study from Klarna found that just over half of consumers are aware that #ad means an influencer has been paid to promote a product or service. While Klarna’s pop-up taps into young consumers’ love of experiences (especially Instagrammable ones), the event shines a light on an even bigger trend: the rise of influencer marketing. Recent YPulse data shows that seven in 10 young consumers in Europe want to see #sponcon from influencers, and nearly half have purchased something recommended by an online celebrity. But it’s important that consumers know when they’re being advertised to. (Fashion United)
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