The Hook

The Hook Group


The Hook Group / Currys PC World/Blue449

Electrical retailer Currys PC World was looking to reach out to 18-35s during the summer months via its first ever social content partnership. This campaign focused on key brand JBL, promoting four items from its product range.

Youth publisher The Hook Group, which includes creative social media agency and content studio The Hook Labs, devised a four-part video series, featuring four different cultural and iconic influencers to bring the products to life. Dance duo and Britain’s Got Talent finalists Twist & Pulse transformed a class of bad dancers for a special performance with the ‘JBL Flip’, while former Love Island stars Kem Cetinay and Chris Hughes attempted a blind baking competition challenge using the ‘JBL Link’. The third video featured cultural influencer Bradley Gunn Raver dancing around London with a ‘JBL Charge 3 Speaker’, while the fourth in the series focused on Mushy Agar from Channel 4’s Educating Yorkshire. It explained how music and headphones helped him overcome his stammer, featuring JBL wireless bluetooth headphones.

The videos resulted in a significant uplift in audio sales year-on-year, with the campaign generating impressive statistics for impressions, reach and views. It was named Facebook’s third most viewed campaign in the UK in the month of August, while research conducted post-campaign revealed strong consumer consideration for the Currys PC World brand.



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In June 2018, Blue 449 tasked social publisher The Hook with a perception altering brief for British electrical retailer ‘Currys PC World’ (CPCW), who were looking to connect with 18- 35’s during the summer months. The campaign marked CPCW’s first ever social content partnership and centred on key brand ‘JBL’ through the promotion of four items from their product range. The campaign claimed the title of ‘Number 1 Branded Content Campaign in the world and contributed to a significant uplift in audio sales year on year.

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