Media Innovation

Despite facing regulatory challenges in the US, TikTok remains one of the fastest growing social platforms globally. In 2025, it reached 954 million monthly active users and 2.49 billion monthly visits, making it the top platform where marketers plan to increase their investment.

That’s why Currys made TikTok the starting point for its brand transformation. Led by its Social Media Manager, it adopted a creator-style content strategy that leaned into humour and platform trends. The content wasn’t polished or corporate, it felt like it came from a real person. Campaigns included, “Gen Z writes our marketing script,” a self-referential video that leaned into Gen Z tropes that gained 2.5M+ views and “Black Friday marketing for millennials,” which parodied generational slang while showing deals gaining 129k+ views.

While Currys was capitalising on viral trends, this wasn’t just reactive marketing it was part of a long-term content strategy designed to reshape its image. A big differentiator between Currys and its online-first competitors is its staff. Colleagues is one of the brand’s business pillars as Currys allows customers to see, feel & try products before buying them, with expert tips & advice from real human in store. By putting real colleagues front and centre of its TikTok videos, they become much more relatable and authentic to the experience of going in-store at Currys.