Strengthening Fan Engagement with Dedicated Account Management

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Craig David (@slickerthanyouraverage1) is one of the UK’s most iconic artists, with a legacy spanning decades. POCKETS, a UK-based digital marketing agency, contracted NYMM to elevate his online presence through a dedicated fan account—focused on community building, engagement, and legacy celebration.

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Goal

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In an era where fans crave authenticity and constant connection, the challenge was to deepen Craig David’s relationship with his audience through consistent, engaging fan-focused content. The goal: build a vibrant fan hub that boosted engagement and reinforced his cultural impact.

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Strategy

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We created and managed a full-time fan account that:

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• Delivered daily, on-brand content highlighting Craig’s music, career, and fan culture.

• Amplified new music, shows, and collaborations with JoJo while weaving in nostalgia that resonated with longtime fans.

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This approach balanced community-first content with promotional support, making fans feel both heard and celebrated.​

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Content Types

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To keep fans engaged and consistently coming back, we developed a diverse content mix tailored to Craig David’s audience:

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• Behind-the-scenes content: candid moments from rehearsals, recording, and press.

• Live show footage: crowd highlights and standout performance clips.

• Meme & trend-driven CTAs/hooks: tapping into TikTok/Instagram culture to boost shareability.

• Music video footage: spotlighting iconic visuals and new releases.

• Nostalgic 90s footage: celebrating Craig’s early career and legacy moments that resonate with longtime fans.