Popular women’s magazine Cosmopolitan is teaming up with financial services brand Klarna for a two-day digital shopping experience. “Hauliday by Cosmo x Klarna” will take place August 8-9 and includes hourly deals from dozens of retail brands including Sephora, Adidas, and H&M.
The “Hauliday” was created with millennial and Gen-Z shoppers in mind and provides an opportunity for brands to reach these consumers in a new way. The festival is the first of its kind for both Cosmopolitan and Klarna and could allow each company to connect with younger shoppers through brands they know and love. By partnering with Cosmopolitan—which has more than 15 million followers on social media—retail brands have the chance to extend their digital presence and engage with new customers without having to increase their own follower counts, according to a Gartner report. Though the magazine brand is not yet promoting the festival on its social channels, it is advertising on its website which could encourage more digital viewership and site visits.
Though “Hauliday by Cosmo x Klarna” has been in the works for over a year, debuting the festival during the Coronavirus pandemic could help it be successful as e-commerce sales have been on the rise and many stores remain closed. Additionally, younger consumers show more interest in digital and social media shopping, so working with brands that are popular on platforms such as Instagram could help Cosmopolitan appeal to the masses of trendy and tech savvy consumers. Launching the campaign at the beginning of August, when many brands and consumers are focused on back-to-school shopping, could also help extend the festival’s reach as young shoppers look for new and affordable products to ring in the upcoming school year.
Cosmopolitan is moving beyond shopping articles to become an actual shopping platform for a limited time. By launching a shopping festival, both Cosmopolitan and Klarna can try on an original e-commerce experience that, if successful, could kick off a new digital pathway to purchase.