Context

Consumer electronics are locked in a cycle of constant upgrades, with Big Tech pushing “new” as the only desirable choice. At the same time, economic anxiety was reshaping consumer priorities. Back Market needed to reframe “refurbished” from a budget-driven compromise to an emotionally compelling choice — one that aligned with culture, identity, and value.

The approach

We set out to challenge the upgrade obsession head-on — transforming refurbished from something people settle for into something they’re proud to choose.

• Leaned into three core audiences — Creative Class, Chief Family Officers, and Students — each tied to unique cultural behaviors

• Positioned “downgrading” as liberation from excess.

• Unified Back Market’s tone of voice + design system across the entire funnel.

• OOH in US/UK seeded organic virality on TikTok and Instagram.

Results

• Sales up over 50% globally YoY

• $40M AVE press

• 2.5B impressions

• +20% awareness & consideration

• 500+ assets globally

• OOH → social flywheel boosted organic reach

My role

Co-led the cultural brand strategy shift for Downgrade with CMO Joy Howard, shaping the next evolution of Back Market’s positioning.

Oversaw full roll out of the global campaign across all touch points.