Case Study: Fashion platform ABOUT YOU achieves 25% sales uplift and drives sustainable shopping with Klarna

A shared, eco-friendly mission and a stand-out campaign brings more sustainable shopping into the limelight

ABOUT YOU, one of Europe’s fastest‑growing fashion and lifestyle platforms with a growing focus on second‑hand and upcycled pieces, needed to accelerate customer adoption of more sustainable shopping. To drive informed choices, ABOUT YOU partnered with Klarna and incorporated Klarna’s flexible "Pay in 30 days" option as part of the approach.

Klarna and ABOUT YOU launched the joint "F**k Mars" campaign—three short films plus a CO2‑neutral media plan across TV, out‑of‑home, social and digital—to spotlight ABOUT YOU’s sustainable offering and Klarna’s payment option. The campaign delivered strong, measurable results: 111M impressions, 13M completed views, 630k clicks, a +25% sales volume increase, +31% order uplift and +49% new customers, demonstrating Klarna’s contribution to both growth and sustainability goals.

ABOUT YOU

Carl Meyer

Brand Lead