cltr;studies
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Global Repositioning
streams for “Body” ft. Mavo
01; THE CHALLENGE
Following the international success of “Love Nwantiti,” the objective was to expand CKay’s brand beyond a single defining record and reposition him within the evolving Afrobeats landscape.
02; THE STRATEGY
For “Body” featuring Mavo, we focused on positioning CKay as a multi-era artist, connecting his established soft-dark romantic identity with a rhythm-forward, globally accessible sound.
The campaign incorporated short-form hook moments, cross-market creator seeding, and visual identity alignment.
The goal was to reintroduce CKay in Nigeria while deepening audience engagement in the US and UK.
03; THE IMPACT
55M+ streams within months of the October 2025 release
Renewed momentum in Nigeria
Increased traction in the US and UK
Expanded global positioning beyond a single record
CAMPAIGN LINKS
Let’s make the shift