Clean Sheets Campaign Wrap
Executive summary
The Clean Sheets creator campaign delivered 1,074,062 organic views across Arsenal-focused creators, combining a reliable paid creator base with strong earned matchday uplift. Demand for the scarves was clear, with drops moving in minutes, so creators helped support Zilch's ongoing message before and after matchdays across their own social channels, alongside Arsenal's direct campaign activity. The blend of campaign messaging, fan give-back, matchday experience and player access helped drive 53.3K engagements, a 4.97% engagement rate and a blended effective CPM of £27.93, sitting within the working benchmark range for a campaign of this type.
Clean Sheets.
How creator content helped shape the fan give-back story.
Headline performance
Delivery mix: planned + earned
Planned campaign delivery
Earned matchday uplift
Performance by creator
| Creator | Posts | Views | Campaign ER | Profile ER | vs profile |
|---|
Campaign ER vs profile benchmark
Creator investment and CPM
Creator investment
Total creator investment was £30,000. Based on the full 1,074,062 views delivered, the blended effective CPM was £27.93, which sits within a £25-£35 working benchmark range for a campaign of this type. The table is shown as budget allocation, rather than a pure efficiency ranking, because each creator played a different role across short-form, long-form, stories and earned matchday content.
| Creator | Platform | Investment | Share |
|---|---|---|---|
| Spencer Owen› | YouTube / Instagram | £6,000 | 20.0% |
| Stuntpegg› | Instagram / TikTok | £4,750 | 15.8% |
| Shay Gunner› | TikTok / Instagram | £3,500 | 11.7% |
| Adam The CCO› | Instagram / TikTok | £3,500 | 11.7% |
| Rory Talks Football› | YouTube / Instagram | £3,500 | 11.7% |
| DiffKnocks› | YouTube / Instagram | £3,200 | 10.7% |
| Mikey Poulli› | Instagram / TikTok | £2,300 | 7.7% |
| Milageuk› | Instagram / TikTok | £2,250 | 7.5% |
| Talia Lazarus› | Instagram / TikTok | £1,000 | 3.3% |
| Total | £30,000 | 100% |
CPM vs engagement rate
Creator value scorecard
| Creator | Views | Campaign ER | Profile ER | vs profile | Effective CPM |
|---|
Effective CPM is based on total delivered views, including earned content where relevant. The scorecard should be read alongside creator role, format and audience fit.
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
Geography
Global reach map
Click a continent bubble or a row in the table to zoom into country level.
Reach by audience segment
| Creator | Views | Male | Female | UK | Gen Z / Millennial | Campaign fit |
|---|
This table estimates audience delivery by applying each creator's supplied audience split to their campaign views. Gen Z / Millennial uses the available 18-44 bands. Campaign fit is a simple post-campaign score combining UK reach, Gen Z / Millennial reach, total views and gender balance. Figures rounded.
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.
Audience Alignment Analysis
Gen Z + Millennial reach was the strongest audience story
84.8% of views came from the available Gen Z + Millennial proxy bands, equal to approx. 911K views.
Social-native delivery was led by Instagram and TikTok
Instagram and TikTok were the main social-native engines, with eight creators active across those formats.
UK was the lead market
The campaign was UK-led at around 51% of total views. Talia Lazarus, Shay Gunner and Rory Talks Football delivered the strongest UK reach by total view contribution.
Top performing content
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
Phase 1: Re-launch the campaign
At the start of the season, focus on making the return of Clean Sheets clear: what it is, how fans can take part and Zilch's role in bringing it back. We know from last season that scarves move quickly, so the launch should make sure fans understand the mechanic early.
Phase 2: Shift to fan give-back
Given the evidence that scarves will go rapidly, the second phase can move beyond a pure "go get your scarf" message. The stronger role for creator content is to show what Zilch is doing to support Arsenal fans.
Show Zilch in the fan experience
Creators can show the fan experience first-hand, from collecting a free scarf to being part of the matchday moment. The strongest content will also show how Zilch is integrated into the club, helping supporters get closer to Arsenal through access to the stadium, players and managers when those opportunities are available.
Balance the platform mix
A broader mix of Instagram, TikTok, YouTube and selective X activity would give the campaign a more rounded football presence. Instagram brings scale, TikTok supports discovery, YouTube adds depth, and X can support live matchday conversation when the creator mix stays positive and Arsenal-led.
Use creator-led tracking links
Where the format allows, give each creator their own tracked link or story sticker. This would give Zilch a clearer creator-by-creator read on link clicks, sticker taps and traffic to the campaign page.
Protect CPM efficiency
The blended effective CPM sits within the £25-£35 working benchmark range. Next season, the aim should be to maintain that range while using access-led content, platform balance and creator tracking to reduce creator-level variance.