Klarna is tapping Y2K icon Paris Hilton in a nostalgic campaign. If you didn’t know already, Gen Z and Millennials made Y2K aesthetics a part of their everyday lives over the past few years, and now Klarna is reaching them by adopting the look for themselves. Partnering with Hilton (who’s considered the original influencer) and her 11:11 Media company, the fintech brand is encouraging young consumers to “stretch their payments” in a series of new ad spots. Plus, Klarna ambassador and Gen Z YouTuber, Bretman Rock, will appear alongside Hilton wearing Y2K tracksuits and toting purse-sized dogs in a series of stills and short clips. Klarna even released a “Global Y2K Trend Report to accompany the campaign [and] found 64% of respondents view the 2000s as cooler than today.” YPulse’s Shopping and Retail report data shows that a quarter of young consumers have used a buy now, pater later service and Millennial parents are prone to using them the most. (Marketing Dive)
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