Currys plc just announced a 52% increase in profits y-o-y… because of TikTok?! 🤯 I’m sure we’ve all seen Curry’s knocking it out of the park with their genius approach to TikTok this year, including their: - super viral “Gen Z writes the script” video - American Psycho spoof - more recent martial arts transitions video (below for your enjoyment 😅) And honestly, I don’t think it’s a coincidence that they announced yesterday morning: - 52% year-on-year growth in group-wide EBIT - 6% revenue increase in the UK and Ireland *alone* - overall group revenue increase of 2% Sure, we’re in the midst of the Christmas bump, but an equity analyst at Hargreaves Lansdown says that they’ve been gathering this momentum since the start of the year… …and hey, if jumping on TikTok trends stops the slump, why not?! 😅 Incredible to see – and testament to the power of free social media marketing !!
As much as i liked their ugc, attributing 52% of exit to their tik tok activity is ... frankly not very serious. But sure, it's good :)
Very cool to see this sort of championing of the power of marketing 🤩
Taking social seriously, matters - we've all known this but it has been so hard to prove
I'd imagine their profits have gone up because they've continued the trend of seemingly investing f**k-all into decent customer service. The worst on the high street.
Chi Le
6d
This is awesome! but hey, social media isn't 'free' 😁 even when it's organic, it takes hugeeee time, brainpower, and energy from the team to create content. Endless hours of tiktok 'research', an open mind from seniors to trust their team and give them authority. Currys ll become a prime example that ppl would include in their social pitch decks ~to convince their bosses why this effort matters;)
ETTFOS
1w
Impressive numbers, and TikTok’s influence is undeniable! Curry’s strategy shows how creative content drives real results. The 'Gen Z writes the script' video is genius. What’s been your favorite brand TikTok moment this year Dev Karaca
Nick Hine
2d
Superficial nonsense! People spend a lot of money there and have to battle extremely poor customer experience and invasive requirement to give identity data. Last weekend I was told that if I did not give my identity details (full name, address, email, phone number) I could not purchase from them. The system would not allow it. I could give false information but it would void the warranty on the goods. I don’t claim to know the law governing this, but this must be wrong. Why are Curry’s the gatekeeper between me and the warranty? The ability to clown around is not what customer service is … surely it is knowing your products, being honest about their capabilities and limitations, knowing what price they are being sold for, and being courteous. A 2:1 ratio of getting a serious sales person vs a clown feels about right.
Brand & Marketing Director - Currys
1wThanks Dev. There’s lots of things feeding into the progress. But no doubt - as our CEO confirmed on Radio 4’s Today yesterday, marketing is a key driver of our growth. And the social content we’ve put out on TikTok and Instagram (and the mass engagement we’ve seen as a result) has been a big part of the success of that marketing. So we can’t quite say “it’s TikTok what won it” .. but it’s definitely been an important factor. 😀 Thanks for the post Dev. Seeing stuff like this on LinkedIn gives the team a real kick in their step and dials up the hunger to go a step further another notch.