How We Made a High-Street Giant Gen Z’s Favourite

The Challenge

Win over a generation that grew up online

Currys had the trust of your mum and dad, but Gen Z barely knew it existed. Our job: win over a generation that grew up online, without losing the one that already loved the brand.

The Strategy

Real shops, real stock, real staff

We leaned hard into what Currys has that Amazon and AO don’t – real shops, real stock you can actually see, real staff who know their stuff. Store colleagues went front and center, products in hand, giving Currys instant, human brand signature. We built a distinct voice with real cultural fluency, and shifted the whole page from customer-service duty to genuine community nourishment – swapping complaint threads for content people chose to watch.

The Result

Beyond the feed

The payoff went beyond the feed: Currys became a fixture at pop-culture moments like the 2026 BAFTA Awards, not just a name on a receipt. And the results weren’t just good vibes – they showed up in the boardroom too, with CEO Alex Baldock citing social as a key pillar of the company’s strategy, and the Marketing Director confirming organic social was outperforming paid.

Results: 14 social award wins in 2025, 224M+ organic views, 7.1M post likes, 2.5M comment likes, engagement rates up to 12% — with millions of views and hundreds of thousands of engagements landing on individual posts.