BACK MARKET:
ReFURBISHED TWEETS
Executive Producer
Jeremy MARSY
Director
Jack COLE
Agency
BETC
Production Company
GENERAL POP
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. It didn't have the budget for celebrity influencers - many of whom really wanted Back Market products and had already tweeted about that years ago. So, to promote its refurbished products, Back Market decided to refurbish their tweets. It 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
CASE STUDY
AWARDS
Cannes Lions 2019 : Silver Creative Strategy/Breakthrough on a budget
Cannes Lions 2019 : Bronze PR / Use of celebrity, influencers & key opinion leaders
D&AD Awards 2020 : Wood pencil Digital / Creative Use of Social Media
D&AD Awards 2020 : Wood Pencil Media / Use of Talent & Influencers / 2020
Eurobest 2019 : Silver Digital / Challenger brand
Eurobest 2019 : Gold Direct / Launch/re-launch
Eurobest 2019 : Silver Direct / Social behaviour & cultural insight
Eurobest 2019 : Bronze Media / Use of social platforms
Eurobest 2019 : Silver PR / Use of celebrity, influencers & key opinion leaders
LIA Awards 2019 : Gold Social Influencers / Use of Twitter
LIA Awards 2019 : Silver Social Influencers / Innovative use of Social
Club des AD 2020 : Bronze Direct/Activation Digitale
Grand Prix Stratégies Publicité 2020 : Bronze Equipement informatique et mobile