BACKGROUND:

Currys partnered with Simply Social to strengthen its relevance among younger audiences and grow its social presence beyond traditional product-led comms. While the brand already had strong awareness in-market, its social channels hadn’t yet earned the level of cultural credibility needed to cut through with Gen Z. Together, we set out to evolve Currys’ social presence from a primarily promotional channel into an entertainment-led destination; one rooted in cultural fluency, agile storytelling, and a more human voice. 

This collaboration brought our strategic guidance, content craft, and always-on reactive model directly into Currys’ day-to-day, allowing the brand to show up consistently and authentically where young audiences spend their time.

TARGET AUDIENCE:

Our focus was Gen Z and younger Millennials who:

• GenZ who are heading to college or interested in tech
• Millennials who are first home-owners for homeware and appliances
• General public who value entertainment, humour, and cultural relevance

This audience wants content that feels native, funny, shareable and will only engage when brands speak their language. Main channels included TikTok and Instagram across paid and organic.

CLIENT CHALLENGE:

Currys wanted to grow awareness and engagement on TikTok and Instagram, but traditional follower acquisition tactics wouldn’t resonate with Gen Z. This audience is quick to spot inauthenticity and skeptical of overt brand messaging. The challenge was to grow Currys’ community in a way that felt native, real, and worth engaging with - without diluting the brand’s identity.

AGENCY SOLUTION:

We built a social-first strategy that made Currys part of the social conversation rather than an outsider interrupting it. By creating content rooted in cultural moments, memes, and references already trending, Currys showed up authentically for audiences and in ways that felt native to TikTok and Instagram.

Rather than leading with product messaging, the creative strategy focused on creating content people would genuinely want to watch, engage with, and share. A blend of reactive, lo-fi formats and trend-led storytelling enabled Curry's to participate in culture in a way that felt natural and authentic, with paid and organic working in tandem to extend reach and accelerate community growth.

Through our in-house production team, we introduced MidFi: a high-production-value approach grounded in social-first storytelling. The format combines cinematic visuals with platform-native creative principles, producing longer-form content designed to drive attention, improve hold rates, and drive deeper engagement.

Many videos achieved engagement rates of around 10%, signalling strong cultural resonance. Crucially, much of that interaction came from other influential content creators - clear proof that Currys’ content was connecting with the right people in the right way.

THE RESULTS:

(as of October 2025):

• Video Plays: 33.4M
• +13.9% commercial uplift (Computing Hardware -student focus)
•  79% increase in audience reach
• 211% increase in profile visits
• 33.6% increase in link clicks 

 202% increase in content interaction (100% on IG and 60% on FB)

Fans/Following: 155.5K

We have also seen a positive increase in community interactions across the channels, as well as steady follower growth. Which, even though are not key KPIs, show the positive uplift in overall brand sentiment from the strategy.