Who does Back Market's PR?

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Words+Pixels' award-winning work with Back Market

Words+Pixels is Back Market's UK PR agency, helping the world's leading refurbished tech marketplace build credibility, cultural relevance and consumer trust through creative campaigns, earned media, thought leadership and experiential activations.

If you've seen Back Market in the news, at a pop-up on the South Bank, or smack in the middle of a conversation about e-waste and fast tech - there's a reasonable chance you've already stumbled across our work. Because getting people to genuinely care about refurbished technology takes more than a product announcement.

It means challenging the assumptions people hold about second-hand tech. Shifting ingrained habits around how we upgrade, replace and throw away our devices. And making sustainability feel urgent, culturally relevant and  genuinely exciting.

That's where we came in.

Across multiple campaigns, we've helped Back Market move well beyond its positioning as a marketplace, turning the brand into a credible voice in conversations about circularity, e-waste, planned obsolescence and the future of how we consume technology.

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The PR challenge

Back Market's challenge was never just about awareness. As a French unicorn entering one of the world's most competitive consumer tech markets, it needed to earn trust with UK media, win over sceptical consumers and tackle a stubborn perception that second-hand means second-rate.

At the same time, Back Market had something powerful to say - about e-waste, planned obsolescence and a broken upgrade culture. Our job was to make sure people were actually listening.

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UK Launch: introducing a unicorn to the UK

We introduced Back Market to UK consumers and media while actively challenging the assumption that refurbished means inferior. The strategy leaned into the brand's environmental credentials - including launching the world's first report into the impact of refurbished tech - and drew a direct line between Big Tech's upgrade hype and the global e-waste crisis.  Read more about Back Market's UK launch. 

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Art of Regeneration: making regenerated tech the hottest topic of Christmas

In partnership with BBC Studios' Doctor Who, we created a 360-degree anamorphic sculpture on London's South Bank - built from hundreds of pieces of discarded tech - showing David Tennant regenerating into Ncuti Gatwa. Words+Pixels managed the full end-to-end activation across four days, generating 100+ pieces of coverage and a 77% uplift in brand awareness with 18–34-year-old Londoners. Read more about Art of Regeneration. 

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Noshtalgia: turning a brand evolution into a dining experience

To showcase Back Market's full range of consumer electronics beyond phones and laptops, Words+Pixels partnered with celebrated sustainable chef Kirk Haworth to create a two-nights-only "noshtalgic" restaurant experience. It set the template for brand activity across 17 global markets, exceeded media KPIs by 500%, and drove a social reach of 4.6 million - with every single attendee posting organically. Read more about Noshtalgia.

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The Last Shot Gallery: turning data into something you could see and feel

With research showing that 89% of Brits had noticed signs of climate change but over a third hadn't changed how they shop, Words+Pixels created The Last Shot Gallery - a two-day immersive exhibition in London using iPhone-shot photography to visualise the environmental cost of fast tech. With scientific grounding from UCL's Professor Mark Maslin and hosted by Will Attenborough, the activation reached a total audience of 576 million and drew over 200 visitors in 48 hours. Read more about The Last Shot Gallery.

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PR services used across Back Market campaigns

Across Back Market's campaigns, Words+Pixels brought together creative strategy, earned media, experiential activations, consumer research, executive profiling, thought leadership and influencer engagement to help the brand show up where it mattered most.

The challenge was never simply to generate coverage. It was to take a concept - refurbished technology - that many people still associated with risk or compromise, and make it feel like the obviously right choice. That meant launching the world's first report on refurbished tech's environmental impact.

Turning e-waste into an art installation on one of London's most visited stretches of riverbank. Creating a dining experience that went global. And building a gallery that made the climate cost of your old iPhone upgrade feel genuinely impossible to ignore.

For brands trying to build in competitive or emerging categories, PR has to do more than fill inboxes with press releases. It needs to earn trust, shift perception, create moments and tell stories that genuinely land.

That is exactly the kind of work Words+Pixels has delivered for Back Market.

If you're a brand looking to build cultural relevance and media cut-through, get in touch with Words+Pixels today.

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Frequently asked questions

1. Who is Back Market's PR agency in the UK?

Words+Pixels has worked with Back Market as its UK PR agency, supporting the brand from its initial UK launch through to a series of award-winning creative campaigns.

The work has spanned earned media, consumer research, experiential activations, thought leadership and influencer engagement - helping Back Market build awareness, trust and cultural relevance in the UK market, particularly around sustainability, e-waste and the future of consumer technology.

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2. What campaigns has Words+Pixels delivered for Back Market? 

Words+Pixels has delivered a wide range of PR activity for Back Market, from launch press office and executive profiling through to large-scale experiential campaigns and creative brand partnerships.

This has included Back Market's UK launch strategy, which challenged public perception of refurbished tech; the Art of Regeneration installation on the South Bank in partnership with Doctor Who; the Noshtalgia dining experience with chef Kirk Haworth; and The Last Shot Gallery, which brought the environmental cost of fast tech to life through photography and climate science. Across all of it, the aim has been the same: to move Back Market beyond product awareness and into wider conversations around sustainability and how we consume technology.

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3. Does Words+Pixels work with other consumer tech and sustainability brands? 

Words+Pixels works with brands at moments of change and growth, including companies operating in consumer technology, sustainability, e-commerce and purpose-led sectors.

For brands like Back Market, our work is designed to build consumer trust, media credibility and cultural momentum - through launch campaigns, brand partnerships, experiential activations, executive profiling and earned media strategies that make complex categories feel genuinely compelling.

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