Leveraging BackMarket's senior leadership team to build thought leadership excellence
The Opportunity
Back Market engaged Diandra as a LinkedIn thought-leadership strategist, working alongside their global PR agency for a three-month project. The remit was narrowly defined yet high-stakes: turn a single, PR-heavy moment (the spoof “Project R” launch timed to Apple’s iPhone keynote) into a repeatable executive-led content engine that would:
Reframe the “cult-of-new” market narrative by championing refurbished tech and the circular economy.
Leverage three distinct voices (CEO Thibaud Hug de Larauze, Head of Sustainability Camille Richard, Refurb-Ops Lead Kewin Charron) to penetrate policy, sustainability and operations circles.
Achieve success organically, without paid media, proving Back Market could win share-of-voice on LinkedIn cost-effectively.
Process
1. Amplifying Project R: stealing Apple’s spotlight on keynote day
Scripted and scheduled teaser posts, countdown clips and stat carousels so that all three spokespeople and the brand feed went live the moment Tim Cook took the stage.
Wove in punch-line creative, revealing that “R” stands for refurbished. This sparked international coverage and Shorty-Award buzz.
Closed the loop with follow-up posts that linked Apple’s upgrade cycle to e-waste, driving comment-thread debates the algorithm loved.
2. Building a three-voice circular-economy expert bench
Developed the core editorial pillars: market vision for the CEO, policy & ESG for Sustainability, nuts-and-bolts repair stories for Refurb Ops, each mapped to a weekly content slot.
Built the topic bank & templates to draft on-brand content and planned workshops to ensure fresh angles without content clashes.
Created an engagement playbook, using cross-commenting by employees within the first hour, timely replies from spokespeople and monthly performance huddles to refine hooks, formats and CTAs.
The Result
53k organic impressions from just six brand posts in September (+87 % MoM) and 1 248 new followers (+74 % MoM).
“Meet R” launch post hit 10.5 k impressions at 3.7 % engagement: channel best for 2023.
Combined executive content delivered ≈ 2.8 million impressions in H2 ’23, establishing Back Market as a top circular-economy voice.
Campaign coverage in Adweek, Creativebrief and the Shorty Awards “Multi-Platform” shortlist amplified the refurbished-tech story to global creative audiences.
The Guardian profile dubbed the CEO an “eco-warrior,” extending credibility beyond the marketing press.
All reach achieved with £0 paid media spend, validating executive-led organic as a capital-efficient channel.