The Lewis Capaldi campaign has been a diverse and, frankly, unprecedented one. There have been so many elements that have made up this year-long climb to global success – and we are nothing short of thrilled with the results. We’d like to make it known that without Lewis’s unwavering dedication to his online presence and personal brand, none of this would have been possible. Lewis is a digital phenomenon. A legend. And we’ve loved every second of working alongside him.

We began the year with a content shoot for Lewis’s official calendar, of which the images have also been used for seasonal digital advertising. Followed by a shoot for social personality content around the album, including a QVC-style merchandise video, a drawing challenge, GIFs and a track-by-track. We’ve also actively worked with global publisher LADBible throughout the year on several content pieces for their platforms, including Acoustic Room, Snack Wars and Shocking Answers.

The ‘Someone You Loved’ single and Divinely Uninspired To A Hellish Extent album campaigns consisted of several activations, including a Spotify listening party (50k streams), an ASMR video with LADBible (8m reach, 3m views), a starstudded influencer campaign amounting to 47m reach, a YouTube live stream at Rough Trade East, a 25m reach Tunemoji campaign, a Twitter emoji, a Snapchat filter, and activations with UNILAD and 9GAG, reaching 101m people.

For ‘Bruises’, we ran another Spotify listening party, a YouTube Premiere, an IG Live, a Two Truths One Lie takeover with UNILAD on Instagram (3.5m reach), 9GAG Confession Tuesdays (50.9m reach), a Scottish accents video with global MCN FBE (19m reach), an IG takeover with VT (4.2m reach), and a Shazam feature.

Then came our two biggest activations of the year. We ran a global competition from a microsite where fans had to submit their covers of ‘Bruises’ using an original hashtag – #CountingDaysWithLewis – which were then pulled into a heat map. The best entries are being made into an official fan version for YouTube.

We also worked on a one-of-a-kind campaign with TikTok, who launched a three-phase bid to make Lewis the official King of TikTok. Fans flooded in their #ReasonsWhy, helping us hit a whopping 14.3m entries in 36 hours. Lewis was also featured on the UK homepage and in the carousel. The warm-up campaign #FindingLewis finished on 4.1m entries. We also created an amazing campaign with VR trailblazers, MelodyVR.

We grew a total of 8m followers across all socials within the year, with 1m growth on Instagram alone in the four weeks surrounding album release. The Bruises official video reached 1m views in 24 hours. Lewis’ debut album sat at the #1 spot for six weeks, with ‘Someone You Loved’ sitting at #1 for seven weeks. To say it’s been an amazing year is an understatement.