Currys / UK / 2024Social
Letting Gen-Z Write Our Marketing Script.
Currys let Gen Z write a product video script and had a deadpan store colleague, George, read it word for word on TikTok, Instagram and X.
- Brand
- Currys
- Agency
- Fabric Social
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
Currys wanted to reach younger shoppers without looking cringe or losing its credibility as a tech retailer.
The idea
Fabric Social leaned on Currys' dry humour and handed the script to Gen Z. George demoed products while reading their slang-heavy lines with a straight face, in a lo-fi employee-made video that launched on 28 August. The lines were written to be quoted and remixed, and other brands copied the format.
Results
- According to The Drum Awards entry, the content drew 73M views across TikTok, Instagram and X, with 12M organic views on the hero video.
- The entry says Currys' social following doubled within a year.
- The entry reports a 6% year-on-year revenue rise in UK & Ireland over the period.
Case study source: The Drum Awards Source ↗
Awards
- Cannes Lions 2025Social & Creator – C01 ORGANIC REACH & INFLUENCEBronze
- The Drum Awards for Social Media 2025 Gold (Entertainment & Consumer Technology)
- The Drum Awards for Social Media 2025 Silver (Use of Video or Social Film)
Credits
- Creative agency
- Fabric Social
- Additional company
- iSite
- Presenter, Currys
- George
