Global Social
Back Market is a new brand to the American market, meaning we needed to spread brand awareness while effectively telling the brand’s story while maintaining its joyful and irreverent TOV.
Utilizing channel-specific social strategy, engaging with users through community management, and following trends to create purely fun content, we found our footing on social and positioned Back Market as a leader in the refurbished tech space.
Continuing this strategic work, local market social accounts were audited. I then helped create a social media playbook identifying target audiences, creative themes, and community management strategies.
Organic social accomplishments
Consistent follower growth across platforms
Utilizing an updated social media strategy and increasing community management enabled us to grow our audience across all prioritized social platforms. This also allowed us to meet our KPI of increased brand awareness in the US market.
When I joined Back Market, their Instagram follower count was 42.6K. Using the current follower count, I led an 85.446% increase.
Similarly, the TikTok account was 1,727, and using the current follower count, the account has seen a 2135.09% increase.
The outperformance of campaign-specific influence content
One of the most recent Back Market campaigns, Tech Reborn, was supported with numerous waves of social content. Back Market has seen increased traffic from direct, SEM brand, display, and social— directly tied to the campaign.
Across META and TikTok, the top-performing ads were two organic social pieces of content boosted after receiving impressive organic engagement. These internal pieces of content outperformed the influence marketing utilized to support the campaign on social media.
Social agency partnership
To support Back Market’s global social media consolidation and the increase in content creation, we hired We Are Social to support our small internal team. WAS is set to begin contributing content to social content in mid-September 2023.