BackMarket

The Brief BackMarket needed to launch a new, innovative "shake-to-value" trade-in feature within their app. The key objective was to create authentic video ads that clearly demonstrated the feature's value and ease of use, encouraging users to discover the worth of their old devices and driving engagement within the app.

The "Why" / Creative Insight What if you could get that new tech feeling without paying the new-tech price? We knew that unlocking the hidden value in users' old devices was the key to making the next upgrade an irresistible reality.

Strategic Direction To launch BackMarket's new "shake-to-value" feature, my approach was to ground the tech in relatability. I led the casting of a creator who genuinely loves technology and could demonstrate the feature with natural enthusiasm. This authenticity was crucial to transforming a granular app update into an exciting, must-try experience.

Results The final ads successfully translated a functional feature update into a compelling user benefit, making the process feel like an exciting discovery and driving app engagement.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders