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.

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.

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

The creative approach prioritised relatability over heavy branding or forced product pushes - allowing Currys’ personality to shine through naturally. A mix of lo-fi reactive content and trend-led storytelling formats delivered authenticity, while paid and organic activity worked hand-in-hand to maximise reach and community growth. Many videos achieved engagement rates of around 10%, signalling strong cultural resonance. Crucially, much of that interaction came from influential Irish creators — clear proof that Currys’ content was connecting with the right people in the right way.