Tech Reborn
Back Market launched its new tagline and strategy for the American market, “Tech Reborn,” in Q4 of 2022.
Tech Reborn re-frames the category and Back Market’s position. The marketplace is not in the business of refurbishing; Back Market is delivering the best reborn tech on the planet.
This three-wave campaign was supported by organic social content and influencer support.
Organic social
Campaign content was published to the Back Market social media profiles to support the third wave of this campaign over two months.
This campaign content exceeded previous waves’ results, amassing over 21 million video views, an above-average engagement rate, and increased brand love through thorough community management.
Due to high performance, our originally organic-only social media posts were run as paid as recommended by our PR agency.
Influence campaign
The third wave of the Tech Reborn campaign utilized influencers across Instagram, TikTok, and YouTube through a social media agency. The influencers our team worked with were given a lot of creative freedom with the content they delivered to ensure their videos felt organic— not like ads.