A brief insight into how we helped one the UK’s most loved musicians return to the top of the charts.
Since rising to fame in 1999, Craig David has pioneered UK garage, building a massive global fan-base. 15 years after the release of his debut album, Born To Do It – and a memorable Radio 1 Xtra performance of Fill Me In and Bieber’s ‘Love Yourself,’ – Craig David returns with the release of his sixth studio album, ‘Following My Intuition.’
As part of the album launch, Nephew Media designed and developed a new campaign microsite, aimed at delivering relevant news and content to the worldwide fan base, which updated at key stages of the promotion to maintain traction.
Designed for fan engagement, the site enabled users to preview snippets of yet-to-be-released tracks alongside a printed poster campaign. As the UK Arena Tour was announced, a dynamic information fly-out was introduced to allow users to purchase tickets via a third party site. Upon album launch, we ramped up interaction by adding track lyrics for fans to sing along to. Data capture was maintained at each step of the journey to ensure maximum feedback for fans to get their hands on exclusive content and hot-from-the-press news.
The album entered the UK charts at number 1, 16 years after Craig’s debut release.
Visit Following My Intuition the campaign microsite.