Clare Austen-Smith 3/17/25 Clare Austen-Smith 3/17/25

Downgrade Now

“Downgrade Now” is the new hero campaign runing 2024-present for Back Market. The ethos of the campaign is simple — for 99% of the stuff you do on your tech, you don’t need to buy new. Texting, scrolling, calling, voice-noting, IG stalking, like-ing, hate-watching. Back Market’s Verified Refurbished tech does all the same stuff, for way less money and impact. I lead our global team of in-house copywriters to execute on the concept, as well as executed copy acrosss both the US and UK market.

Clare Austen-Smith 12/11/23 Clare Austen-Smith 12/11/23

Back Market - Project R

To take advantage of the hype surrounding the annual Apple Keynote, Back Market launched Verified Refurbished. Internally, the project was named “Project R.”

Focused on highlighting that Back Market sells refurbished you can trust — both in its impact and quality — the landing page was the endpoint in the user flow from all out-of-home, CRM, and social marketing.

The copy was written by myself, and the design was brought to life with Rocani Studios and Back Market’s in-house team. The animation looks way better than these screenshots, so I encourage you to watch the video below or visit the live website, here.

Clare Austen-Smith 7/11/23 Clare Austen-Smith 7/11/23

CRM Copywriting

As the Lifecycle and Ad Hoc email marketing copywriter, I wrote 5-10 emails a month for our global markets, integrating pop culture moments while staying true to the Back Market TOV. As a result, the GMV contribution of CRM reached it’s highest level in a year, and ad hoc contribution to web sessions and GMV more than doubled in a year. Below, find some of my favorite emails, app notifications, and content blocs.