The campaign's primary objective was to increase brand awareness and engagement on TikTok and Instagram, ultimately driving growth in Currys' social media following. However, focusing solely on follower acquisition would not resonate with Gen-Z, a demographic often skeptical of overt brand messaging and advertising. Gen-Z is quick to spot inauthentic content, and pushing followers through traditional tactics wouldn’t work.
Instead, the strategy centered around ensuring that Currys showed up natively on these platforms—creating content that felt authentic, entertaining, and culturally relevant. By aligning with the latest trends and engaging in the types of conversations that Gen-Z values, Currys became part of the social media experience, rather than interrupting it. The belief was simple: when content is compelling and resonates with the audience, followers will naturally join the conversation. This approach led to more meaningful engagement and organic growth, as the audience chose to follow Currys because the brand’s content felt real, relatable, and worth engaging with.
Overcoming the deep mistrust Gen-Z holds toward brands—95% of which have lower trust ratings with this demographic compared to older adults (Advertising Week)—was a core challenge in shaping the campaign. Gen-Z is highly attuned to inauthentic, profit-driven content and quickly disengages when they sense a brand is trying too hard to sell something. Once they’ve tuned out, regaining their attention becomes incredibly difficult in a saturated, choice-driven market.
To address this, the strategy focused on proving that Currys belonged on these platforms without pushing a hard sell. We created content that aligned with the cultural zeitgeist, tapping into trends, memes, and references that Gen-Z was already engaging with. Whilst not ignoring millennials with some content targeted towards that audience. Crucially, the content didn’t have too much of a “Currys spin” or overt branding—it was simply part of the conversation. By blending seamlessly into the platform’s ecosystem and showing up authentically, we avoided interrupting Gen-Z’s flow and instead earned a place within their digital world. This approach helped to build trust and relevance, setting the stage for deeper engagement and long-term brand loyalty.
The results of this campaign have been nothing short of extraordinary, surpassing expectations across the board. On 231 videos on TikTok alone, the campaign generated 65.9 million views and over 5.5 million likes, showcasing the immense reach and resonance of the content. Instagram also saw impressive results, with 7.46 million impressions and 2.14 million likes, driving significant engagement and making Currys a standout presence on the platform. Averaging around 1million social likes a month in recent months.
Perhaps most notably, the campaign led to over 100% increase in followers, more than doubling Currys’ TikTok following in just one year 85,400 to 185,667. This explosive growth highlights how effectively the brand engaged with Gen-Z, capturing their attention and building a vibrant, loyal community.
The campaign's impact didn’t stop at social media—Currys also gained widespread recognition across key media outlets. Press coverage appeared in high-profile publications such as The Drum, Mashable, The Poke, Marketing Week, and Wired, amplifying the campaign's success and demonstrating its cultural relevance beyond social media.
The results of the exceptional output also demonstrates the seamless collaborative efforts across Fabric Social, iSite and Currys in-house social team.
