backmarket

The Starting Point

Back Market arrived in the DACH market with a genuinely compelling proposition - quality refurbished electronics at fair prices, with sustainability built into the business model. But in a crowded consumer electronics landscape, "refurbished" still carried baggage: skepticism about quality, confusion about the process, and a general lack of brand recognition. The challenge wasn't just visibility, it was trust. Back Market needed to be seen, believed, and chosen in a market where consumers are bombarded with options and instinctively cautious about anything that isn't brand new.

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What We Did

We built a dual-track PR programme covering both B2C and B2B. On the consumer side, we developed a continuous creative agenda anchored in seasonal storytelling, tech trend commentary and agenda surfing — producing tailored content for each media vertical, from in-depth pieces for tech and daily press to accessible advice-led formats for lifestyle outlets. Rather than a one-size-fits-all pitch, every journalist got a story shaped for their audience.

On the B2B side, we developed a parallel programme targeting business and trade media to open up new commercial conversations in the DACH market - establishing Back Market not just as a consumer brand but as a serious player in the circular economy space. Strategic partnerships amplified reach and added credibility, connecting Back Market with brands that reinforced its values.

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What We Have Moved

Back Market shifted from an unknown challenger to a recognizable name in DACH consumer and lifestyle media - covered not just as a marketplace, but as a credible voice on sustainability, smart consumption and the future of consumer electronics. The trust gap that defined the starting point narrowed meaningfully: editorial coverage framed refurbishment as the intelligent choice rather than the compromise, and Back Market as the brand that made it simple and safe.

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