When Alex Baldock, CEO of Currys, stood before investors on 3 July 2024, he didn’t lead with profit margins or store footfall. He led with a number: 8.3 million. That’s how many likes Currys had amassed on TikTok — four times more than Argos, AO, and John Lewis & Partners combined. It wasn’t just a vanity metric. It was proof that a once-dated electronics retailer had somehow become the most talked-about brand among Gen-Z — not by spending more, but by being funnier, weirder, and more authentic than anyone expected.
The Turnaround No One Saw Coming
Four years ago, nobody cared about Currys on social media. Not really. As Ryan Todd, Senior Social Media and PR Manager, recalled, the brand was the place your parents bought fridges — reliable, dull, and utterly invisible in the digital noise. "Nobody cared," Todd said in a candid interview. "It was like shouting into a void."
That changed when Todd, alongside Sarah Leat (Head of Marketing) and Dan Rubel (Brand & Marketing Director), convinced skeptical executives to let them experiment. No polished ads. No product shots. Just memes. Absurd skits. Viral trends like "Skibidi Toilet Rizz." Even a video of a guy trying to assemble a TV while a voiceover whispered, "This is what your dad did in 2003. We’ve moved on."
The team didn’t just post content — they built a *culture*. Their approach? "Platform first." Meaning: If TikTok loves dance challenges, they’d do a dance challenge. If Reddit loves deep dives into obscure tech specs, they’d make one. They didn’t sell appliances. They sold belonging.
The Numbers That Changed Everything
The results weren’t just good — they were historic. In 2024 alone, Currys increased content output across Twitter, YouTube, and Reddit by 36%. Engagement — likes, comments, shares — jumped 44%. One Gen-Z-focused video sent web traffic soaring 700% the following week. By June 2025, the campaign had generated over 100 million organic views, according to Niall McGarry, founder of Fabric Social, Currys’ external creative partner. "It’s the biggest social media success story of recent times," McGarry told LinkedIn.
And the financials? Even more staggering. Currys reported a 37% rise in profit before tax to £162 million for the 2024/25 financial year. Revenue climbed 6% to £5.29 billion in the UK and Ireland. The Financial Times noted in May 2025 that Currys had raised its profit outlook — a rare move for a retailer in a sluggish market. MI Media confirmed a direct 5% sales lift tied to social campaigns. And here’s the kicker: they rarely even included links in their posts.
How They Did It (Without Selling)
Currys didn’t use influencer deals or paid promotions as crutches. Their secret? Relatability. They stopped sounding like a corporate brochure and started sounding like your friend who knows too much about gaming headsets.
"We’re not trying to be a brand," Todd explained. "We’re trying to be part of the feed." That meant embracing chaos. A video of a Currys employee pretending to be a sentient fridge that only responds to memes? Over 2 million views. A TikTok skit where a customer "accidentally" buys 17 TVs because "the algorithm said so"? Trending for days.
They even created niche accounts — one for gaming gear, another for beauty tech — each with its own voice. The main account? Pure chaos. The sub-accounts? Deep, niche, loyal. Together, they formed a network of micro-communities that trusted Currys not because it was big, but because it felt real.
The Pushback — And Why It Made Them Stronger
It wasn’t easy. There were internal fights. Suppliers balked at the tone. Finance teams questioned the ROI. "There was real reservation in our tone of voice," Todd admitted. "People kept saying, ‘This isn’t what Currys is.’"
But wins piled up. And with each viral video, the skeptics quieted. "The more wins you get, the more freedom you get," Todd said. By early 2025, even the suppliers were asking to join the fun. The marketing team stopped asking for permission — they just did it. And the numbers kept rising.
What’s Next? The Real Challenge
Now, Currys faces its toughest test: sustainability. Can they keep the momentum? Can they avoid becoming just another brand trying too hard? The risk? Overexposure. Saturation. Losing the edge that made them feel like a friend, not a corporation.
But Baldock isn’t worried. "We’re competing with the big guns of social," he said. "And we’re winning because we’re not trying to be them. We’re trying to be us — weird, loud, and unapologetically human."
The next phase? Expanding to Instagram Reels, YouTube Shorts, and even audio-only platforms. They’re also testing a "social-first product launch" — where a new TV or soundbar is unveiled first on TikTok, not in stores. And yes, they’re already planning their next absurd campaign. Details? Still under wraps. But if history holds, it’ll probably involve a toaster that raps.
Why This Matters Beyond Retail
Currys didn’t just sell TVs. They proved that legacy brands can reinvent themselves — not with billion-dollar ad buys, but with courage, creativity, and a willingness to look silly. In a world where consumers tune out traditional advertising, Currys didn’t interrupt the conversation. They joined it. And they didn’t just get heard — they became part of the soundtrack.
This isn’t just a retail win. It’s a cultural one. For every brand stuck in old-school marketing, Currys says: Stop selling. Start connecting.
Frequently Asked Questions
How did Currys’ social strategy drive sales without using links?
Currys focused on building brand affinity rather than direct clicks. Their viral content — like the "Skibidi Toilet Rizz" video — created such strong emotional engagement that users actively sought out products on their own. Internal data showed a 700% spike in web traffic the week after a major Gen-Z video, proving that brand love translates to search behavior. The 5% sales uplift tracked by MI Media was directly correlated to these campaigns, even without trackable links.
Who were the key people behind Currys’ social media success?
The core team included Ryan Todd (Senior Social Media & PR Manager), Sarah Leat (Head of Marketing), and Dan Rubel (Brand & Marketing Director), working alongside Fabric Social’s Niall McGarry. Additional contributors included Josh Wright, Anthony Savva, and six other internal creatives who helped develop niche content across gaming, beauty tech, and home entertainment.
Why is TikTok so important to Currys’ strategy?
TikTok is where Gen-Z lives — not on Google ads or TV commercials. With 8.3 million lifetime likes, Currys outperformed its biggest rivals on the platform by a factor of four. The algorithm rewards authenticity over polish, and Currys’ chaotic, humorous style aligned perfectly. Unlike competitors who used TikTok for product demos, Currys made it a cultural hub, turning viewers into fans before they ever bought a product.
What made Currys’ tone of voice different from competitors?
While rivals like John Lewis leaned into emotional storytelling and Argos focused on discounts, Currys embraced absurdity. Their posts sounded like inside jokes between friends — not corporate slogans. A fridge that only responds to memes? A TV that "accidentally" gets bought 17 times? These weren’t ads. They were memes that happened to feature Currys products. That’s why people shared them — not because they were told to, but because they found them funny.
Did Currys’ strategy work outside the UK?
While the campaign was UK-focused, its impact was global. International media outlets, including CNN and BBC World Service, covered the story as a case study in digital reinvention. Niall McGarry noted that LinkedIn opinion pieces from marketing leaders in the US, Germany, and Australia praised Currys’ approach. Though no international expansion has been announced, the viral nature of the content suggests the model could be replicated elsewhere — if local teams are given the same creative freedom.
What’s the biggest risk Currys faces now?
The biggest risk is losing authenticity. Once a brand becomes known for being "cool," it’s easy to start chasing trends instead of creating them. Currys’ team knows this — which is why they’re already planning their next "absurd" idea before the current wave fades. Their goal isn’t to be the loudest brand on TikTok. It’s to be the one people still laugh with — even when the trends change.