Special Report: Brand Livestream

Kevin Best, Contributing Editor, BrandStorytelling.tv


Highlighting Impactful Live Streaming

Klarna Hauliday

Klarna, the online payment company that allows its users to split their payments into four parts, interest free, hosted its first livestream shopping event. The two-day event, titled “Hauliday” took place over March 1st and 2nd. Klarna partnered with Cosmopolitan Magazine to livestream the shopping experience from Macy’s flagship store in New York.

The event was brainstormed by Cosmopolitan’s publisher Nancy Berger, who was inspired by the enormously successful model for Alibaba’s annual Single’s Day in China. Exclusive deals were offered for Macy’s products, as well as other brands, including Adidas, Foot Locker, Saks Off 5th, Express, and Rebecca Minkoff. Cosmopolitan put out a handy guide for customers to find all of the brands participating, as well as a list of their top picks.

Parts of the event were hosted by Jackie Miranne, who is the daughter of Joy Mangano, the inventor of the Miracle Mop who was a fixture on the Home Shopping Network in the 90s. Miranne’s involvement was an interesting nod to both how shopping from home used to be in decades past, and also how much things have changed.

All of this was available through the mobile app ShopShops. Klarna included a $20 credit with the code HAULIDAY for those downloading it for the first time. The code also worked for additional discounts across all of the brands, with some of them offering up to 30% off and even 65% off sale items during the 48 hour event. ShopShops, the livestream app from China, has been gaining steam in the US along with the rise