How Curry’s got 6M organic likes in 6 months

Curry’s social media is the bravest brand repositioning we’ve ever seen.

And the results of their Gen-Z-focused pivot have been ASTOUNDING.

In their most record-breaking 6 months they achieved:

• 6 million organic likes

• 15% engagement rate (compared to a 2% industry average)

• 20 national/broadcast PR pieces

• 700% increase in website traffic

Curry’s weren’t always like this.

Up until 2 years ago they were:

❌ Heavily branded

Their obsession with the Curry’s font and colourways made it obvious it was a brand page – people would switch off immediately.

❌ Safe and boring

Their TOV was bland and content added nothing to the user experience.

❌ Too highly produced

High res sleek designs and video content shot more for TV was unrelatable.

The result? Well, no engagement really.

They had no cut through on channels. Nobody cared about Curry’s on socials.

Ryan Todd heads up Social and PR at Currys, and he took our members behind the scenes on how the brand went from background noise to a Gen Z hit.

His talk had so much gold, so we’re splitting our write up into 2 parts.

Part 1 – how to build your brand-pivot strategy (today’s newsletter – a 3 minute read below).

Part 2 – 5 tips on getting great content out the door FAST (coming out 03/09/25!).

Onto part 1…

Learn from Curry's how to build your brand online

1. Find your purpose.

For Curry’s? ‘To become the most talked-about UK retailer in Social & PR’.

2. Build a strategy statement.

‘We have completely transformed the way people see Curry’s as a brand, through social-led content which adds value through humour and surprise’.

3. Find your target audience and talk like them.

Curry’s thought long and hard about who they were targeting.

Gen Z and Gen Alpha were their next generation of consumers – they knew this audience would need all sorts of tech and appliances going into university and early adulthood.

They learnt how to speak to them in a way that would resonate.

4. Find your pillars

To speak to their target audience, Curry’s decided on a few key content themes…

5. Evaluate resource

Curry’s identified 3 key areas they could tap into:

• The in-house team at Curry’s – their key strength was that they were reactive, flexible, organised. Creativity was a priority.

• Agency support had the expertise to help them grow across all channels.

• The staff! They made colleague and store-focused comms the focal point of their video content & PR messaging.

6. Work out your ROI metrics

Curry’s worked with an agency to track 1 or 2 metrics per channel. They used this to calculate the ROI figure.

They also carried out brand awareness and brand uplift studies regularly to see if what they were doing was working.

It took some trial and error, deep thinking and perseverance, but eventually it started helping them unlock more funds… it was all worth it. 💸