.@Klarna CMO @davsantweet says one of the company's US growth strategies was teaming up with RuPaul's Drag Race to target tightly-knit communities: "Instead of thinking about going after the US, which is an insane first hill to climb, go after a zip code or a community or something smaller." "We pinpointed subcultures that we felt fitted and needed our proposition." "We teamed up with RuPaul's Drag Race and did a campaign called Shop Like a Queen." "We expanded that into gamers."