Currys’ Gen Z Ads: B2B Marketing Lessons on Going Viral Without a Big Budget with Director of Brand at Printful & Printify, David Hooker

Some of the best campaigns don’t come from massive budgets or high-gloss production. They come from leaning into what feels real. Currys’ Gen Z ads are a perfect example: low-fi, deadpan, and unexpectedly brilliant.

In this episode, we’re unpacking what made this retail campaign a breakout success with the help of our special guest David Hooker, Director of Brand at Printful and Printify.

Together, they explore what B2B marketers can learn from embracing scrappy creativity, building brand affinity over awareness, and trusting that great content doesn’t need to sell a product—it just needs to make people care.

About our guest, David Hooker

David Hooker is the Director of Brand at Printify and Printful. He’s an experienced Creative Director and Brand Manager. Built the Prezi Evangelism and Creative Services teams. Seasoned speaker, including TED-X Talk (see below). David built the Brand and PR function at TravelPerk, securing coverage in Wired, TechCrunch, Sky News, Al Jazeera, Financial Times, Business Insider, Handelsblatt, Süddeutsche Zeitung, and the BBC. 

He’s currently helping empower entrepreneurs at Printify and Printful. 

What B2B Companies Can Learn From Currys’ Gen Z ads:

• You don’t need a big budget to make standout content. Some of the most impactful marketing doesn’t come from a fancy studio—it comes from a phone camera, an employee, and a smart idea. David says, “You don't have to spend thousands and thousands of dollars to make really good, great content that works.” Don’t wait for budget approvals. Focus on originality and execution.
• B2B still means you’re selling to people. Behind every buying committee is a group of humans—ones who laugh, scroll, and crave connection just like everyone else. David says, “You are B2B, but that B is a population of people… you can create great quality content that brightens up people’s day, that generates awareness and an affinity for your brand.” Lead with humanity, not just logic.
• Ignore the naysayers—go make something people love. Not every campaign needs to hit every KPI to be worth doing. Sometimes the boldest ideas face the most resistance—and deliver the most impact. David says, “I'm sure there was someone in the meeting room… who went, ‘How are they gonna know where our stores are?’ But the naysayer was wrong. If you make really great quality content that people connect with, enjoy—it’s going to do good things for your marketing.” Make the thing. Publish the thing. Let the audience prove it out.

Quote

*“ You don't have to spend thousands and thousands of dollars to make really great content that works. Investing in the content and the quality of the content always pays off… Your B2B, but that B is a population of people, right? You've got an ecosystem of decision makers, but they're all human beings at least for the moment…You can create great quality content that brightens up people's day, that generates awareness and an affinity for your brand, without spending a lot if you focus on the content itself.”

Time Stamps

[00:55] Meet David Hooker, Director of Brand at Printify and Printful

[01:08] Why Currys' Gen Z ads?

[02:35] The Origin Story of Printful and Printify

[09:32] The Power of Merch

[13:38] The Demand for Personalization

[24:11] Understanding the Currys’ Gen Z Ad Campaign

[33:11] B2B Marketing Lessons from the Gen Z Currys' Ads

[40:41] Authenticity in Advertising

[52:21] Advice for Brand Leaders

[54:26] Importance of Visual Literacy

Links

Connect with David on LinkedIn

Learn more about Printify

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