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How BackMarket optimized its banner production at scale
99% Time Reduction
Banner production time cut from 9 days to 20 minutes per marketing campaign
360 Banners per Campaign
Automated production of 360 banners across 15 formats in 8 languages
30% Cost Savings
Reduced operational costs while maintaining perfect brand consistency
Company overview
BackMarket is the leading marketplace for refurbished electronics, revolutionizing how people think about tech consumption. Founded in 2014, the company has quickly established itself as a global leader in the circular economy, making refurbished devices mainstream across Europe and the US. Following a €110M funding round in 2020 and doubled sales during lockdown, BackMarket accelerated its international expansion, necessitating a complete transformation of their marketing operations.
Story snapshot
Leading refurbished electronics marketplace faced exponential growth after €110M funding round. Needed to scale marketing operations across 8 languages while maintaining brand consistency. Transformed 9-day manual production process into a 20-minute automated workflow.
INDUSTRY
E-commerce
EMPLOYEES
500+
USE CASE
Global ad banner automation at scale
The Challenge
When Manual Production Hits the Growth Ceiling
BackMarket's explosive growth presented an unprecedented challenge for their creative team. Each marketing campaign required producing 360 banners across 15 non-standardized formats, supporting 8 languages for their global markets. The manual production process was consuming 9 full days of work spread across three designers for each campaign.
The design team was drowning in repetitive tasks, spending 80% of their time on mundane format adaptations rather than creative work. This tedious process not only affected team morale but also introduced inconsistencies and human errors in banner production.
With their recent €110M funding round and doubled sales during lockdown, the pressure to scale marketing operations became critical. The existing workflow couldn't support their international expansion plans, especially in the strategic US market.
"We have gone from a model of generating banners by hand to an interface that directly generates all the formats after a quick funnel to complete. A huge time saving, but also a more precise result thanks to the implementation of precise guidelines."
The Solution
Automation Meets Creative Excellence
Abyssale implemented a three-phase solution that transformed BackMarket's banner production workflow. First, each template was integrated into Abyssale's proprietary banner description model, incorporating all brand guidelines, custom fonts, and precise design specifications.
A streamlined production system was established using a spreadsheet-based funnel, allowing teams to input content and fine-tune design settings efficiently. This enabled quick visual approval of single banners before batch generation, ensuring quality control while maintaining speed.
The solution culminated in an automated generation system that produced perfectly formatted banners across all required dimensions and languages. The system included a collaborative platform for post-production adjustments and real-time feedback, unifying the entire creative process.
The Impact
From Bottleneck to Breakthrough
The transformation was immediate and measurable. BackMarket reduced their banner production time by 99%, turning what was previously a 9-day process into a 20-minute operation. This dramatic efficiency gain enabled them to support their rapid international expansion while maintaining consistent brand presence across all markets.
The solution delivered a 30% cost reduction per marketing operation while significantly improving output quality. Design teams were freed from repetitive tasks, allowing them to focus on strategic creative work and innovation. The standardized production process eliminated inconsistencies and errors that had previously plagued manual production.
Most importantly, BackMarket could now execute their ambitious growth strategy. The marketing team gained the ability to run frequent, localized campaigns across all their markets, supporting their international expansion goals. The automated workflow not only scaled their operations but also improved team satisfaction by eliminating tedious manual work.
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