| Title | REFURBISHED TWEETS |
| Brand | BACK MARKET |
| Product/Service | BACK MARKET |
| Category |
B01. Challenger Brand Strategy |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Media Placement
|
BETC Paris, FRANCE
|
|
Production
|
GENERAL POP Pantin, FRANCE
|
Credits
| Stéphane Xiberras |
BETC |
CEO |
| Bengamin Le Breton |
BETC |
Creative Director |
| Arnaud Assouline |
BETC |
Creative Director |
| Vincent Lesne |
BETC |
Art Director |
| Matthieu Bouilhot |
BETC |
Copywriter |
| Jeremie Vitard |
BETC |
Head of Production |
| Jeremy Marsy |
BETC |
Producer |
| Jack Cole |
NA |
Director |
| Vianney Vaute |
Back market |
Brand management |
Summary
Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets.
We didn't have the budget for celebrity influencers and also we realised that most of them really wanted our products and had already tweeted about that years ago.
So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
In 2019, Back Market, the French startup that has become in 5 years the European leader of refurbished products, decided to expand to the American market.
This new opportunity to increase the brand’s revenue was a complex challenge as people in America are proud to buy expensive brand-new gadgets (from smartphones to voice assistants) as proof of personal achievement. The category in itself (refurbished products) is perceived as a second-hand market, even if most of the parts are replaced to make the products brand new again.
Also, in the USA novelty is a constant advertising argument that cannot be applied to what Back Market sell. We had to find a clever solution to show Back Market as a trendy and cheap alternative to brand new electronic devices. Our brief was simple: getting noticed despite the market perception of what we do, without any media budget.