3 ways to improve Back Market’s London advertising campaign

Michelle Wiles
4 min readMay 29, 2022

Back Market is a an online retailer where you can buy used tech — think refurbished smart phones and used computers.

After raising new funds at a 5.7Bn valuation in January, Back Market invested in a splashy out-of-home (OOH) campaign across London.

I am a Back Market customer. I like the company. But I don’t see this campaign being very effective.

There are (3) issues with this campaign.

Michelle Wiles

Brand Marketer. Founder of Embedded Brand Strategy. www.embeddedbrandstrategy.com. Writing about startups, media, and brands. Ex P&G, McKinsey, Ogilvy