Clean Sheets Campaign Wrap
Executive summary
The Clean Sheets creator campaign delivered 925,026 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 41.1K engagements, a 4.45% engagement rate and a blended effective CPM of £32.43, sitting within the working benchmark range for a campaign of this type.
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 925,026 views delivered, the blended effective CPM was £32.43, 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 | Value read |
|---|
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 notes
| Platform | Views | Share |
|---|---|---|
| 570,175 | 62% | |
| TikTok | 165,717 | 18% |
| YouTube | 123,312 | 13% |
| Stories | 65,822 | 7% |
Instagram drove nearly two-thirds of all delivery. DiffKnocks' two YouTube videos alone contributed 123K views with 850d+ combined watch time.
Audience breakdown
Gender
Age groups
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 | UK | 18–34 |
|---|
Derived by applying each creator's supplied audience composition to their delivered views. Figures rounded.
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 294K earned views within the 925K 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 4.45% engagement rate across the creator plan. The strongest performances came from fan-first voices, with Shay averaging 9.35% ER and reaching 13.98% on his second post.
Instagram brought scale, YouTube added depth
Instagram delivered 570K 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 was the right fit
The audience profile was strong for Zilch: male, UK-led and concentrated in the 18-34 age range. The campaign delivered scale against an Arsenal supporter base that closely matches the target customer profile.
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 more granular read on clicks, traffic and downstream interest by creator, without changing the fan-facing message.
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.