BackMarket expands in the United States thanks to geotargeting

The American dream. Back Market decided to follow him. The French marketplace for reconditioned electrical and electronic devices has made the United States its priority for several months. The American market is promising for reconditioned products, but the challenge is just as great: how to make the unicorn known frenchie Across the Atlantic? “To improve awareness of Back Market in the United States, we looked at opportunities offered by social media that we were familiar with, and ultimately decided to test Reddit”, explains Méryl Testé, Lead Media Planner at Back Market. The social network is not chosen by chance. Reddit, an American community discussion platform, has “more than 100,000 different communities with different interests: science, sport, music, television shows, for exampleexplains Susanne Mostertman, head of Reddit’s regional office in Europe, based in Amsterdam. Users come daily to find inspiration, to be informed and to ask questions.”. Born 18 years ago in the United States, the social network has now spread beyond American borders. “About half of Reddit users live outside the United States,” completes Susanne Mostertman.

A geotargeted campaign in New York

Back Market which particularly wishes to target “technologists, parents, or even students”, slips Méryl Testé, therefore chooses to invest “a small budget” on Reddit in November 2022, just before Black Friday and the end-of-year holidays – a crucial commercial period for the brand. Reddit’s creative agency KarmaLab, contacted by Back Market, is therefore imagining a… geotargeted advertising campaign, a new feature on Reddit which more generally targets users by center of interest or by keyword. Only “Redditors” (Reddit users) located in New York were exposed to the brand’s catchy messages, exploiting humor and cultural references, for 4 weeks. The videos (around ten) and posts (around fifteen) were natively integrated into the platform’s discussion flow with texts written “in the style of Reddit”.

Results: Back Market had a higher CTR and better CPC than Reddit’s internal benchmarks. In detail, the click-through rate (CTR) is +87% higher than the brand campaign objectives and Reddit standards. Posts within conversations significantly exceeded the brand’s CTR goal of +93%. And KarmaLab’s creations made it possible to exceed the CTR set in the campaign objectives by +107%. “The campaign significantly increased the brand’s brand awareness”completes Back Market’s Lead Media Planner, which is pleased with the good performance in branding and conversion.

Back Market has therefore decided to repeat the experience with new campaigns… and to increase its marketing budget (not communicated by the brand). Geotargeting was thus expanded: in addition to New York, users in Chicago were exposed to Back Market ads last July. The brand is now considering testing new marketing campaigns on Reddit in other countries.

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