Back Market: Refurbished Tweets

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.
  • Back Market expanded into the American market to increase its revenue.
  • Most big American influencers were out of Back Market's budget, but the brand realised many of these influencers wanted its products and had already tweeted about them years ago.
  • To promote its refurbished products, the brand refurbished influencers' tweets, retweeting them as if they were published the day before and sending them the smartphones of their (past) dreams, creating an online influencer campaign free of charge.
  • A global increase of 427% of orders on Back Market's website was seen in the month following the launch of...

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