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.
Total campaign impressions
4.67M
Tracked Data · 32 campaign items
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
campaign views
53.3K
impressions
£29.66
Impression CPM
£49.60
Views CPM
4.97%
overall engagement rate
68.1%
click-to-action ratio
5,348
scarves distributed
32
total posts
Views The number of times campaign content was watched, including repeat views.
Impressions The number of times campaign content was displayed, including repeat displays to the same person.
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
- Co-planned the half-day hero production with Zilch
- Supported Zilch’s shoot-day team across 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
- Managed creator communications and the approval process
- Triggered content while each scarf drop was active
OutputReal-time matchday activation
06
Fulfil and measure
- Worked alongside Zilch and the fulfilment partner to connect winner data to tracked fulfilment
- Collected 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.
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 | Link clicks |
|---|
Creator network summary
Performance generated by the wider 12-creator network, excluding Chunkz’s campaign-lead content.
Talent investment and media value
Talent fees and MXI's UK media-value equivalent.
What the £140K means
The creator content generated about as much visibility as £140K of paid social ads
In simple terms, buying the same number of Instagram impressions and TikTok views through paid advertising in the UK would have cost roughly £140K. The talent investment was £138.5K. This compares audience visibility, not profit or financial return, and it does not include the added value of production, fulfilment, campaign management or reusable content.
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 |
|---|
Views CPM vs engagement rate
How to read this chart: the green band shows the £25-£35 working Views CPM range. Paid creators to the left delivered views more efficiently, while paid creators to the right had a higher Views CPM.
Creator value scorecard
| Creator | Exposure | Campaign ER | Profile ER | ER vs profile average | Views CPM |
|---|
Views CPM is calculated for the paid creator network. Chunkz is reported separately as campaign lead, and Adam's earned contribution is excluded.
Note: Campaign engagement rates sit below creators' usual profile averages because this was a CTA-led activation, designed primarily to drive scarf claims and campaign clicks rather than likes and comments. A compressed World Cup approval window, intense competition for attention and fewer spontaneous, creator-native matchday moments also limited organic engagement.
This should not be read as blanket creator underperformance. The campaign generated 7,853 campaign clicks and distributed 5,348 scarves. The learning is to confirm the campaign, creative and talent earlier, then pair the CTA mechanic with a larger layer of creator-led storytelling and matchday content.
This should not be read as blanket creator underperformance. The campaign generated 7,853 campaign clicks and distributed 5,348 scarves. The learning is to confirm the campaign, creative and talent earlier, then pair the CTA mechanic with a larger layer of creator-led storytelling and matchday content.
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
Tracking records 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
Gender
Age groups
Generation split
Audience exposure by market
View country detail
Click a continent bubble or a row in the table to zoom into country level.
Explore creator-level audience detail
| Creator |
|---|
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.
Creator-native content earns attention
Branded content performs best when it feels recognisable as part of each creator's usual output.
Next tournament recommendation
The next campaign should confirm the campaign creative and talent earlier, add an organic activation alongside the brand campaign and blend storytelling with CTA creators.
01
Confirm the campaign creative and talent earlier
The two-week mobilisation window narrowed the available talent pool and increased costs. Earlier approval of the campaign creative and creator roster will improve talent choice, availability and buying efficiency.
02
Add an organic activation alongside the brand campaign
Build a stream of creator-led matchday, access and behind-the-scenes content alongside the CTA activity. This will increase the volume of engaging content and create more opportunities for organic reach.
03
Blend storytelling and CTA creators
Build the roster with creators who can deliver engaging campaign storytelling and creators whose Stories and links can convert attention into measurable action. The right blend will maximise both reach and impact.
