Refurbished tweets
Award: Wood Pencil
Wood Pencil / Media / Use of Talent & Influencers / 2020
Award: Wood Pencil
Wood Pencil / Digital / Creative Use of Social Media
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
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