Format
Take-home strategy exercise

Brand
Klarna

Deliverables
UGC content · Hook & tone· Visual system · Example outputs · Success criteria

Focus
Creator-led social content

KLARNA

CONTENT STRATEGY · HIRING CHALLENGE

01

UGC CONCEPT

A UGC-led shopping concept built around the chaos of TikTok feeds. Instead of buying everything, the format follows a simple challenge and choosing what’s actually worth it. Designed to feel real, relatable, and easy to repeat across creators.

A creator-led concept with a clear visual system built for social, designed to feel current without feeling like an ad. The brief called for a content strategy, but the response was a fully developed campaign concept, created using AI.

UGC · CONTENT

A young woman with blonde hair holding a Visa Klarna card, smiling, in a home setting with a picture frame and curtains in the background. The image is part of a presentation slide titled 'CONCEPT' with pink and black design elements and two pink stars.

02

Hook and Tone

The video looks like a rap or rock video. Tough-looking people, serious expressions, everyday locations. The viewer expects loud, intense music. Instead, bubblegum pop starts playing, and people begin dancing. The mood shifts immediately from serious to playful. Inspired by Y2K pop culture and Instagram videos where the music does not match the visuals.

HOOK & TONE · CONTENT

Pink-themed flat lay with a spiral notebook, pink pen, pink stationery sorter, pink marker, and pink decorative items.
A pink notepad page listing what success looks like, with a metallic flip phone, a pink magazine cover with a blonde woman, and a framed photo of three men in hoodies and jackets. The notepad has bullet points about attention, watch time, comments, sharing, replication, and interest-driven content.

03

Success Criteria

Real engagement. More UGC. Trust signals. Sign-up interest traced back to content. Metrics were defined upfront so the concept could be evaluated against something concrete.

MEASUREMENT

Approach UGC · Lo-fi · Documentary

Format Hiring Challenge