Craig is a legend in the social media universe. For much of his career, Craig has headed up social media and PR agencies. Together with CEO Mike Stopforth, he built Cerebra into South Africa's largest social media agency and one of the biggest in the world. He left the agency world after selling Cerebra to agency giant WPP and promptly grew the @southafrica Instagram account from a handful of followers to one of Africa's best-loved profiles with over 270,000 people following it. In this interview, Heavy Chef Content Manager Ondela Mlandu pries Craig to reveal some of the strategic tips, technical secrets and tactical techniques he's used to become such an instant Insta-sensation.