01
Plan and translate
- Converted Clean Sheets into a live operating plan
- Set owners, milestones, risks and match triggers
- Joined creative, talent, logistics and fulfilment
OutputIntegrated campaign plan
Clean Sheets Campaign Wrap
Zilch × Arsenal creator campaign · MXI Group · 16 Mar – 2 May 2026 · 9 creators · 24 posts & stories
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Executive summary
- The campaign moved from approval to live delivery at World Cup speed.
- Creator reporting and Click tracking provide complementary views of performance.
- Stories translated campaign attention into measurable fan action.
- The scarf mechanic turned the idea into a tangible supporter reward.
Clean Sheets.
How creator content turned England clean sheets into a fan reward throughout the World Cup.
Headline performance
All platforms, organic delivery
1.07M
Total views (1,074,062)
53.3K
Engagements (likes + saves + comments/interactions)
£29.66
Impression CPMTracked Data
£50.42
Cost per 1,000 viewsCreator Verified
4.97%
Overall engagement rate
417K
Earned-media views included in total (Arsenal v Bournemouth, 11–12 Apr)
85%
Gen Z + Millennial proxy reach (approx. 911K views)
32
Click-tracked content
Campaign signal ladder
Four complementary signals, shown as a journey rather than a deduplicated conversion funnel.
MXI end-to-end delivery
From approved idea to a live World Cup campaign
Zilch originated the Clean Sheets platform. MXI translated that idea into an operational campaign, then ran the delivery from design and production through talent, content, approvals, fulfilment readiness and reporting.
≈ 2 weeksMobilisation from approval to first-match readiness
What MXI delivered
The six workstreams MXI owned between approval and campaign wrap.
Delivery architecture
From client approval to tournament delivery
06workstreams
13creators
5,348scarves
01
Build
Shape the campaign
02
Design and manufacture
- Developed the scarf concept into woven artwork
- Managed proofs, samples and quality control
- Secured express manufacture, packing and freight
Output5,348 scarves delivered
02
Mobilise
Prepare the market
03
Secure the talent network
- Secured Chunkz as campaign lead
- Built and negotiated the wider creator roster
- Agreed deliverables, rights and whitelisting
OutputLead talent and network contracted
04
Produce the launch
- Planned the half-day hero production
- Captured launch film, photography and social assets
- Managed captions, approvals and compliance
OutputCampaign live 16 June
03
Activate
Run and prove it
05
Operate the tournament
- Briefed every creator for live outcomes
- Ran the WhatsApp GO and approval process
- Triggered content while each scarf drop was active
OutputReal-time matchday activation
06
Fulfil and measure
- Connected winner data to tracked fulfilment
- Collected live links and creator-verified insights
- Reconciled performance with tracked campaign data
OutputFulfilment and reporting reconciled
Behind the campaign
The physical product and lead-talent shoot that made the Clean Sheets idea tangible.
From sign-off to final whistle
Tournament moments and MXI delivery milestones, with the campaign content attached. Use the arrows or swipe to move through the story.
Tournament dates and results: England Football fixtures and FIFA World Cup schedule.
Open the full Campaign activity log
The factual delivery record, grouped by workstream.
| Workstream | Timing | Activity | MXI delivery | Output |
|---|---|---|---|---|
| Campaign planning | May-Jun | World Cup operating plan | Converted the client-created Clean Sheets idea into workstreams, milestones, owners, risks and live matchday triggers. | Integrated campaign plan |
| Commercial | 3-4 Jun | Order confirmation and mobilisation | Prepared the authorisation, aligned the delivery budget and secured approval to engage talent, production, fulfilment and suppliers. | Signed authority to proceed |
| Creative | 6-20 May | Designer research and briefing | Built the designer shortlist, coordinated outreach and translated the platform into a clear, production-aware creative brief. | Approved design route |
| Creative | May-Jun | Artwork and proofing | Managed woven-scarf specifications, artwork feedback, factory mock-ups, sample checks and final production proof approval. | Production-ready artwork |
| Physical production | May-Jun | Manufacturing | Sourced the supplier, secured the accelerated slot and coordinated express production around factory and freight constraints. | Campaign scarf stock |
| Packaging | 9-17 Jun | Fan pack and inserts | Coordinated the branded envelopes, A5 insert, signature approval and delivery of packaging components into fulfilment. | Complete fan delivery pack |
| Logistics | Jun-Jul | Freight, storage and fulfilment | Connected production to the warehouse, aligned winner-data handover, handled tracking issues and supported domestic and exceptional international deliveries. | Tracked fulfilment workflow |
| Lead talent | 27 May-10 Jun | Chunkz negotiation and agreement | Led talent outreach, commercial negotiation, contracting, deliverables, usage rights and matchday content structure. | Campaign lead secured |
| Production | 9-11 Jun | Hero shoot | Coordinated talent, studio, call time, call sheet and shoot-day requirements within a half-day Chunkz window. | Photography, launch film and social bank |
| Creator network | Jun-Jul | Roster build and contracting | Researched, recommended, negotiated and contracted the wider creator roster, with contingency options for match relevance and availability. | 13-creator campaign |
| Creator logistics | Jun-Jul | Product seeding | Collected addresses, arranged scarf delivery and adapted around creators travelling across the World Cup host cities. | Creators equipped for content |
| Content | Jun-Jul | Briefs and reactive scenarios | Wrote creator guidance for wins, draws, clean sheets, extra time and elimination, including quantities, UK eligibility, disclosures and tracked links. | Game-ready content options |
| Approvals | Jun-Jul | Brand and compliance | Managed submissions, feedback, re-records, caption changes and approvals across Zilch, talent teams and financial-promotion requirements. | Approved content bank |
| Matchday | 17 Jun-18 Jul | Live publishing operations | Ran the creator coordination and WhatsApp go process, monitored the score and triggered approved content while each scarf drop was active. | Coordinated live activation |
| Optimisation | 23 Jun-Jul | Claim and stock response | Reviewed claim speed and audience behaviour, then advised on creator timing, post-game priority, drop volumes and rolled stock. | Faster, clearer fan action |
| Measurement | Jun-Jul | Tracking and analytics | Set up creator-specific links, collected live URLs and native insights, and reconciled campaign tracking with Click Analytics. | Creator and campaign dataset |
| Asset management | Jul | Content archive | Extracted campaign videos, organised creator folders and preserved the content and evidence needed for reporting. | Central campaign library |
| Reporting | Jul | Campaign wrap | Consolidated performance, audience, EMV, commercial and operational evidence into one interactive reporting experience. | Interactive wrap report |
Timeline and activity log verified against the signed order confirmation, factory approval email, 11 June call sheet, campaign WhatsApp record, fulfilment correspondence, campaign folders and final reporting dataset.
Delivery principle: Zilch originated the Clean Sheets platform. MXI's role was to make the World Cup version happen by joining creative development, physical production, talent, content, approvals, live operations and fulfilment into one executable campaign.
Campaign lead
Chunkz content performance
Select a format or individual content item to explore the campaign lead’s performance in more detail.
Views by content item
Creator network performance
Chunkz is reported separately because his lead role and scope are not comparable with the creator network. Click a creator to open their individual report · Sort by:
Read the network by the job each creator performed: scale, action, community support or earned affinity. This keeps unlike profile-level and campaign-level engagement methodologies out of the main comparison.
| Creator | Performance role | Posts | Exposure | Interactions | Verified actions |
|---|
Talent investment and media value
Talent fees and MXI's UK media-value equivalent.
Commercial interpretation
Media-value equivalence, not ROI
£139K is a UK CPM-based media comparison against £138.5K of talent investment. It does not include production, fulfilment, campaign operations or the value of reusable creative assets.
4.67Mtracked campaign impressions
7,853verified outbound actions
5,348scarves distributed
End to endstrategy, production, talent, fulfilment and reporting
How the MXI media value is calculated
Campaign lead
Chunkz
£100,000
Lead talent and campaign face, covering the hero launch, cross-platform campaign content, matchday moments, usage rights and amplification support. Reported separately from creator-network efficiency.
Creator network
Wider paid creator roster
£38,500
Eleven paid creators, plus Adam CCO's earned contribution, delivering launch and reactive content across the tournament.
Detailed creator-network fees and cost diagnostics
Creator network cost detail
The wider creator-network costs total £38,500 across 11 paid creators. Adam's video is shown as an earned contribution. Chunkz is intentionally excluded from this table and its cost-per-view comparisons because he was the campaign lead, with a materially different role and scope.
| Creator | Platform | Talent fee | Share of talent fees |
|---|
Cost per 1,000 views vs engagement rate
How to read this chart: the green band shows the £25-£35 working cost-per-1,000-views range. Paid creators to the left delivered Creator Verified exposure more efficiently, while paid creators to the right had a higher cost per 1,000 views. Three Stories use clearly labelled Tracked Data impressions until native views arrive. Chunkz is excluded because his campaign-lead scope is not comparable; earned contributions are also excluded.
Creator value scorecard
| Creator | Views / est. impressions | Campaign ER | Profile ER | vs profile | Cost / 1K views |
|---|
Cost per 1,000 views is calculated for the paid creator network only. Three missing native Story totals use Tracked Data impressions and are marked with an asterisk. Chunkz is reported separately as campaign lead, and Adam's earned contribution is excluded.
Audience alignment
How campaign delivery mapped back to the target audience and the strongest outcomes now visible in the combined reporting.
Creator Verified
2.75M
Creator reporting materially expands the campaign story
Native creator evidence provides the precise view, reach and action layer.
Fan action
5,348
The campaign converted attention into a tangible reward
Scarves were distributed across the World Cup drops.
Campaign tracking
4.67M
Tracked Data provides the comparable campaign-wide layer
Click records estimated impressions, tracked views and interactions.
Views by platform
Platform Breakdown
| Platform | Views | Share |
|---|---|---|
| 719,204 | 67% | |
| TikTok | 165,718 | 15% |
| YouTube | 123,318 | 12% |
| Stories | 65,822 | 6% |
Audience breakdown
The campaign target audience was UK-based Gen Z and Millennial lifestyle spenders, with broad audience targeting. The figures below show how the campaign delivered across audience, age and market.
Gender
Age groups
Generation split
Geography
~50%
United Kingdom: 533K UK views; largest single market on every post
The campaign was UK-led, with additional organic reach across international football audiences including Sweden, Ireland, the US and Australia.
Modelled audience exposure by market
Views by market: bubble size proportional to delivery. 74% of views geo-attributed; remainder spread across untracked markets.
View country detail
Click a continent bubble or a row in the table to zoom into country level.
Explore creator-level audience detail
Views apportioned by each creator's audience profile.
| Creator | Exposure | Male % | Female % | UK % | Age 18-44 % |
|---|
This table applies each creator's available audience percentages to their own campaign exposure. UK, age and gender remain separate dimensions so the reader can interpret them without an arbitrary combined score.
Strategic creator-fit standout: Talia Lazarus
Talia is the strongest strategic fit when audience quality is viewed alongside content context. She delivered the biggest earned matchday moment of the campaign, a more balanced gender profile than most football-first creators and a lifestyle-led fan experience that helps Zilch feel part of the supporter journey, not just the scarf mechanic.
Strongstrategic fitView profile ›
Leading content across the campaign
The strongest-viewed piece from six different creators, giving the campaign lead and wider network equal visibility.
Open the full campaign video library
Filter the playable archive by format.
Campaign learnings
The blend is what works
The paid posts were the heart of the creator campaign and gave Zilch a reliable communication base with highly engaged Arsenal audiences. The matchday experience and player access then added a highly engaging layer that drove extra reach and scale without extra media cost.
Access lifts organic reach
Arsenal v Bournemouth generated 417K earned views within the 1.07M total. Shay and Talia both led with their post-match Viktor Gyökeres moment, which shows how powerful player access can be.
Fans trust fan voices
The campaign delivered a 4.97% engagement rate across the creator plan, calculated as engagements divided by views. The strongest performances came from fan-first voices, with Shay averaging 8.95% ER and reaching 12.19% on his second post.
Instagram brought scale, YouTube added depth
Instagram delivered 719K views and the biggest posts. DiffKnocks' YouTube videos added 123K views and gave the campaign more time with fans in a longer-form format.
The audience aligned with the brief
The campaign delivered strongly against Zilch's UK, Gen Z and Millennial brief, with a UK-led audience and a clear Gen Z + Millennial proxy concentration.
Next season recommendation
Arsenal fans now know the scarf mechanic, so next season does not need to rely only on pushing people to claim one. The stronger opportunity is to use Clean Sheets as a platform for showing how Zilch gives back to supporters.
01
Secure talent and rates earlier
Lock the core roster before tournament demand inflates fees.
02
Standardise native reporting
Make the complete insight pack a contracted deliverable for every format.
03
Separate awareness and action roles
Brief scale creators for reach and action-driving creators for clicks and claims.
Strategic shift: the scarves are likely to move quickly because fans have cottoned on to the mechanic. Clean Sheets can now work harder as an awareness platform for what Zilch does for Arsenal fans, rather than only as a direct scarf-claim message.
