backmarket
Back Market came to DACH with a strong product and a trust problem: "refurbished" needed reframing before the brand could compete. We built a dual B2C and B2B PR programme around seasonal storytelling, tech trend commentary and tailored content for every media vertical, turning skepticism into editorial advocacy and establishing Back Market as a credible voice on sustainable consumer electronics.
We helped Back Market overcome the trust barrier in the DACH market - turning a misunderstood category into a compelling editorial story and building the brand's presence across consumer, lifestyle and business media.
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.
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.
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.
