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2026/27CREATORACTIVATIONPLAN
ZILCH × ARSENAL Creator delivery plan · Version 7
01OF 06
THE CAMPAIGN
THOUSANDS OF SCARVES TO GIVE AWAY. A FUNDED CREATOR PLAN THROUGH MARCH.
See the core idea first, then explore the confirmed August-to-March plan and the separately funded run-in that could follow.
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THE DECISION AT A GLANCE
APPROVE THE AUGUST–MARCH CREATOR PLAN.
One confirmed Phase 1 framework through 31 March, with creator activity released in tactical waves and the April–May run-in planned after a budget refresh.
* £20K of the £100K Phase 1 envelope is allocated to MXI's 20% campaign management fee.
LEAD CAMPAIGN · RECOMMENDED
Turn every Arsenal clean sheet into a supporter reward moment.
When Arsenal keep a qualifying clean sheet, Zilch releases 500 scarves. Creators build anticipation, explain how to claim and amplify the moment when it happens.
OPEN CAMPAIGN DETAILMECHANICS · CREATOR ACTIVITY · MEASUREMENT
HOW IT WORKS
01Use the fixture opportunity planner to prioritise moments
02Launch with a small group of trusted Arsenal creators
03Publish reactive content quickly after a clean sheet
04Use selected Arsenal home matchdays and box access to generate additional earned reach
WHAT GETS MADE
Launch posts and Stories
Pre-cleared reaction templates
Creator-specific links
24-hour performance read
HOW SUCCESS IS JUDGED
Qualified sessions
Scarf claims
Sell-out time
Planned and earned views
03OF 06
THE PLAN
A FUNDED PLAN THROUGH MARCH, BUILT AROUND TACTICAL CAMPAIGN WAVES.
The fixture opportunity planner informs the strongest Clean Sheets moments. MXI releases the confirmed Phase 1 budget through March, includes Share the Love Local and uses live performance to recommend the April–May refresh.
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THE BUDGET RELEASE PLAN
BUDGET DEPLOYED ACROSS KEY TACTICAL WAVES.
The opportunity planner informs the planning order. MXI deploys the £80K Phase 1 creator budget in six planned bursts through 31 March, using current form, campaign performance, story value and access to maximise content from the paid creator roster.
PLANNED CREATOR ACTIVITY£70KPAID CREATOR PACKAGES TO 31 MARCH
FLEXIBLE RESERVE£10KEUROPE, CUPS OR FEB–MAR TENTPOLE
PAID CREATOR TARGETC.25FINAL TOTAL SUBJECT TO MIX + RATES
INTENDED CONTENT PACKAGE1 + 1REEL + STORY WHERE APPROPRIATE
MXI CAMPAIGN MANAGEMENT£20K20% OF THE £100K PHASE 1 BUDGET
DRAFT ACTIVATION PLAN · FOR COLLECTIVE REVIEW
C.25 PAID CREATORS. CREATOR-SPECIFIC CONTENT PACKAGES.
The working target is approximately 25 paid creators by 31 March. The intended starting package is one Reel and one Story where appropriate, but the final number of creators and paid outputs will vary by creator mix, rate, platform, rights and agreed scope. Box attendance and any organic content created through access remain a separate earned opportunity.
Launch the campaign and build recognition across the opening window.
Use early results, priority fixtures and the confirmed Hull box to optimise delivery.
Support the first five Share the Love Local drops, then concentrate the strongest February–March football moment.
Protect capacity for European or domestic cup moments and unexpected opportunities, then release it into the strongest February–March activation if unused.
OPERATING RHYTHMREVIEW PERFORMANCE EVERY 5–6 WEEKS.
Use paid delivery, earned reach, claims, creator learning and the live football calendar to approve the next wave.
WHERE PERFORMANCE AND HISTORY POINT.
The top four remain the primary activation opportunities. The wider ranked home shortlist gives MXI credible additional options as form, timing and story value change.
- NewcastleHOME71%
- SunderlandHOME67%
- Nottingham ForestHOME61%
- IpswichHOME61%
- EvertonHOME59%
- HullHOME58%
- LeedsHOME52%
- CoventryHOME51%
- Crystal PalaceHOME49%
WHERE ATTENTION PEAKS.*
Use recognisable voices at major fixtures when the audience opportunity justifies activation. Each opponent is shown home and away.
* Champions League opponents are now included in the fixture opportunity map. UEFA dates and kick-off times remain TBC.
- Chelsea
HOME44% AWAY33% - Liverpool
HOME35% AWAY19% - Tottenham
HOME27% AWAY45% - Man United
HOME35% AWAY37% - Man City
HOME34% AWAY25%
WHERE THE BOX ADDS MORE.
Use selected home fixtures to create an additional earned-content layer beyond the paid creator campaign.
CONFIRMED BOXHULLHOME58%
0121 Aug · In delivery
PHASE 1 · FUNDED TO 31 MARCH
Establish the campaign
21 AUGUST 2026The opening wave introduced the return of Clean Sheets ahead of Arsenal v Coventry and made the campaign mechanic clear.
ACTIVATION ROLETalia, Shay and Rory announced that Clean Sheets was back through creator-led Reels, TikTok and tracked Stories.
WHAT MXI MANAGESMXI confirmed the creators, briefs, usage rights and disclosures, then managed approvals and the publishing window.
PAID CREATOR ALLOCATION3 PAID CREATORS · DELIVERABLES AGREED PER CREATOR
BUDGET USELAUNCH PACKAGE IN DELIVERY
Together, the six funded Phase 1 waves target approximately 25 paid creators by 31 March. One Reel and one Story is the intended starting package where appropriate; each creator's final scope and the total paid output will be agreed before booking. Wave 7 sits outside the confirmed £100K envelope and will be scoped after the budget refresh. Box attendance and any organic content created through access are measured separately.
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VIEW CREATOR CONTENT EXAMPLESFEED · STORY · EARNED MATCHDAY CONTENT
WHAT CREATORS WILL PUBLISH
These examples show the role of each format, not finished scripts. Every creator keeps their own voice while the campaign message, disclosure and action remain consistent.
CREATOR POST · FEED
Creator-led posts keep the campaign familiar throughout the funded Phase 1 period.
CREATOR STORY · TRACKED LINKCLAIM WHEN LIVE ↗
A clear Story, one tracked link and an immediate supporter action.
EARNED MEDIA · MATCHDAY ACCESSStadium visits, player moments and partnership experiences extend reach beyond the commissioned posts.
04OF 06
THE BOX
USE THE BOX TO DRIVE ORGANIC ENGAGEMENT.
Use selected Arsenal home fixtures and wider club access to create authentic content, conversation and reach beyond the paid creator activity.
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04 THE BOX
PAIR PAID CREATIVE WITH HIGH-VALUE HOME MATCHDAY ACCESS.
Paid creator work establishes the planned campaign message and timing. At selected Arsenal home games, the box, player moments and wider club access create the conditions for additional organic content and engagement.
PAID CREATOR SYSTEMputs the right people and message in place
+HIGH-VALUE ACCESScreates the conditions for authentic extra content
=38.9% EARNED CONTRIBUTIONto total delivery from last season’s matchday content
HOW MXI WILL PUT THE MODEL TO WORK
- 01Commission the core creator work
- 02Add stadium, player and club moments
- 03Distribute and track every additional post
ARSENAL HOME BOX FIXTURES
START WITH HULL. REVIEW THE AGREED FOLLOW-UP FIXTURES.
START WITH HULL. REVIEW THREE FOLLOW-UPS.
Hull on 7 November is the confirmed starting point. After reporting on that activation, MXI and Zilch will review Ipswich, Newcastle and Sunderland as the three agreed follow-up opportunities.
Hull
58% opportunity-planning score
Confirmed access. The score is supporting context, not the reason the box was selected.Ipswich
61% opportunity-planning score
Confirm only after the Hull performance review, access check and creator-value assessment.Newcastle
71% opportunity-planning score
Confirm only after the Hull performance review, access check and creator-value assessment.Sunderland
67% opportunity-planning score
Confirm only after the Hull performance review, access check and creator-value assessment.USE THE RIGHT LEVEL OF ACCESS FOR THE CREATOR.
Use available women's fixtures for family, lifestyle, community and broader entertainment creators, including relevant Ted Lasso cast opportunities where the audience fit and availability are right.
Use lower-cost ticket access as a value exchange where a full box package is unnecessary.
The tour is included in principle. Tori will confirm the number of available places against the agreement before creators are invited.
THE BOX BECAME CONTENT.
Creators did more than attend. They posted the player moment, wore the campaign shirt and thanked Zilch in their own voice.
417.3KEARNED MATCHDAY VIEWS
PLAYER MOMENTRORY TALKS FOOTBALL
23.2K likes shown
BOX STORYTALIA LAZARUS
Visible Zilch branding
GIFTED KIT STORYSHAY GUNNER
Creator-led thank youCaptured creator posts and Stories from the previous campaign asset folder. Public metrics are reported only where visible in the captured post.
VIEW SEASON OPPORTUNITY MAPPHASE 1 FUNDED TO MARCH · RUN-IN SUBJECT TO REFRESH
DATEFIXTURECAMPAIGN JOBEARNED TARGETACCESS NOTE
PROPOSED21 AUG
COVENTRY · H
Launch burst
150–250KExplain the mechanic. Capture first-match emotion.CONFIRMED BOX07 NOV
HULL · H
Box + pitchside access
350–450KCreator box and full-match pitchside tour confirmed. Player or legend appearance remains a request.FOR DISCUSSION02 JAN
IPSWICH · H
Potential box follow-up
200–350KReview after Hull, then use a focused New Year creator group if access is confirmed.FOR DISCUSSION23 JAN
NEWCASTLE · H
Potential priority box
300–450KCombine a high-interest home fixture with a stronger reactive creator group.FOR DISCUSSION20 MAR
SUNDERLAND · H
Potential run-in box
250–400KUse the final funded month for a culturally relevant home matchday if access is confirmed.SUBJECT TO BUDGET REFRESH01 MAY
SPURS · H
Potential Phase 2 run-in
350–500K+Plan provisionally in March, then confirm only after the April–May budget refresh.Box access applies only to Arsenal home games. Hull is confirmed. Every other fixture shown is a planning recommendation. April and May activity is subject to the Phase 2 budget refresh, with dates and kick-off times subject to club, competition and broadcast movement.
HOW MXI WILL RUN THE HULL BOX · 7 NOVEMBER
THREE WEEKS BEFORE17 OCT
Select the creators
Choose a balanced creator group across reach, format, audience and campaign role.
02OF 06
THE FIXTURE OPPORTUNITY PLANNER
USE THE DATA TO CHOOSE THE MOMENTS.
Use a consistent planning score to compare all 38 Premier League fixtures, then add the confirmed Champions League draw as a separate layer for creator, travel and access decisions.
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INTERNAL PRIORITISATION FRAMEWORK · NOT BETTING ODDS
A FIXTURE-BY-FIXTURE OPPORTUNITY PLANNER.
It does not predict the match result or promise a clean sheet. It combines performance and same-venue history into one comparable planning score, helping MXI decide where creator activity may work hardest. The eight confirmed Champions League opponents sit alongside the Premier League view. April and May activity remains subject to the budget refresh.
ONE CONSISTENT PLANNING SCOREPERFORMANCE+SAME-VENUE HISTORY=OPPORTUNITY SCORE
FOUR HIGHEST-RANKED HOME OPPORTUNITIES
NEWCASTLE. SUNDERLAND. NOTTINGHAM FOREST. IPSWICH.
These four now come directly from the blended percentage. Performance and same-venue history are weighted 50/50 when five meetings exist. Smaller historical samples receive proportionally less weight. If rounded results tie, the larger same-venue sample ranks first.
PHASE 1 PRIORITY FIXTURE23 JANHOME
Newcastle
71%CLEAN-SHEET OPPORTUNITY SCORE
- ARSENAL HOME DEFENCE
- 0.58
- OPPONENT AWAY ATTACK
- 0.89
- SAME-VENUE CLEAN SHEETS
- 4/5
PHASE 1 PRIORITY FIXTURE20 MARHOME
Sunderland
67%CLEAN-SHEET OPPORTUNITY SCORE
- ARSENAL HOME DEFENCE
- 0.58
- OPPONENT AWAY ATTACK
- 0.89
- SAME-VENUE CLEAN SHEETS
- 1/1
PHASE 2 · SUBJECT TO BUDGET REFRESH15 MAYHOME
Nottingham Forest
61%CLEAN-SHEET OPPORTUNITY SCORE
- ARSENAL HOME DEFENCE
- 0.58
- OPPONENT AWAY ATTACK
- 1.47
- SAME-VENUE CLEAN SHEETS
- 3/4
PHASE 1 PRIORITY FIXTURE02 JANHOME
Ipswich
61%CLEAN-SHEET OPPORTUNITY SCORE
- ARSENAL HOME DEFENCE
- 0.58
- OPPONENT AWAY ATTACK
- 1.61
- SAME-VENUE CLEAN SHEETS
- 1/1
EXPLORE THE PLANNING SCORES38 PREMIER LEAGUE FIXTURES · 8 CHAMPIONS LEAGUE FIXTURES · METHODOLOGY
FIXTURESTORY
05OF 06
SELECT THE CREATORS
BUILD THE RIGHT CREATOR MIX THROUGH MARCH.
Review the confirmed launch team, compare realistic Phase 1 mixes and select creators using live audience data and recent content.
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ALREADY IN MARKET
THE LAUNCH TEAM DELIVERED.
Talia, Shay and Rory introduced the return of Zilch Clean Sheets ahead of Arsenal v Coventry. The wider talent search now builds the 25-creator Phase 1 roster through 31 March.
ARSENAL v COVENTRY21 AUGUST
DELIVERED 21 AUGUST
CONFIRMEDTalia Lazarus
@talialazarus
Instagram Reel + StoryFast, personality-led campaign launch
CONFIRMEDShay Gunner
@shaygunner
Instagram ReelTrusted Arsenal voice and campaign continuity
CONFIRMEDRory Talks Football
@rory_talks_football
TikTok, Instagram Reel + StoryFootball conversation and scaled reachAGREED TALENT SELECTION PROCESS
TURN THE LONG LIST INTO A VALIDATED SHORTLIST.
The Zilch team has completed an initial collective review. Jen's individual review and the final Ella and Jen selections are the next decision points before MXI completes deeper validation.
- 01 · COMPLETECOLLECTIVE ZILCH REVIEWInitial team discussion completed.
- 02 · NEXTJEN'S INDIVIDUAL REVIEWUse the selector without changing anyone else's choices.
- 03 · AGREEELLA + JEN SHORTLISTConfirm the names MXI should investigate in depth.
- 04 · VALIDATEMXI AUDIENCE CHECKReconfirm demographics, engagement quality, availability and brand safety.
Tori will also forward her shortlist directly to Dan and Ella so the working selection can be reconciled.
Fan pages such as Arsenal Therapy can amplify approved campaign assets as a separate distribution route rather than being treated like conventional commissioned creators.
The rebranded London food-creator research should support the local campaign without diluting the Arsenal talent pool below.
OPEN FULL TALENT SEARCH48 ARSENAL VOICES IN THE MXI RESEARCH POOL
10MATCHING TALENT
20LIVE FRIDAY
Core fan
Shay Gunner
@shaygunner- BEST ACTIVATION
- Friday launch Reel, then reactive Clean Sheets content
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
21LIVE FRIDAY
Core fan
Rory Talks Football
@rory_talks_football- BEST ACTIVATION
- Friday launch Reel and Story, then premium-fixture reactions
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
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Fan media
The Different Knock
@diffknock- BEST ACTIVATION
- Long-form analysis, tactical story, explainers
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
39LIVE FRIDAY
Core fan
Talia Lazarus
@talialazarus- BEST ACTIVATION
- Friday launch Reel and Story, then fast reactive content
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
40
Women & community
Mikey Poulli
@mikeypoulli- BEST ACTIVATION
- Family access, grassroots, community story
- WHY THEY ARE HERE
- Previous Zilch box guest and Arsenal supporter
24
Core fan
Bhavneet Kapoor
@bhavss14_- BEST ACTIVATION
- Opinion, clean-sheet activation, box guest
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
25
Women & community
Demi Adeyemi
@thegunnergurl- BEST ACTIVATION
- Women’s game, giveaway, matchday reaction
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
26
Women & community
Nicole Holliday
@nicolehollidayx- BEST ACTIVATION
- Host, matchday, Women’s team crossover
- WHY THEY ARE HERE
- Top-tier recommendation with a distinct campaign role.
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Core fan
Papa Pincus
@papapincus- BEST ACTIVATION
- Family fandom, community, surprise-and-delight
- WHY THEY ARE HERE
- Confirmed Arsenal in MXI research
47
Women & community
She Knows Arsenal
@sheknowsarsenal- BEST ACTIVATION
- Women-led fan insight, matchday, explainers
- WHY THEY ARE HERE
- Arsenal-first creator
SELECTION PRINCIPLEFor each matchday, combine complementary reach, trusted Arsenal expertise, Arsenal Women voices, community relevance, fan media and emerging discovery.
HOW MXI DELIVERS THE PLANMXI'S KEY CAMPAIGN RESPONSIBILITIES.
MXI will run the commissioned Phase 1 creator programme through 31 March, turning the opportunity planner and agreed budget into planned waves, matchday activations and regular performance reviews before recommending the April–May refresh.
Programme Phase 1
Build a connected series of creator activations across key fixtures, Clean Sheets moments, Share the Love Local and wider Zilch opportunities through 31 March.
Manage the creator campaigns
Manage each creator campaign from briefing and creator agreements through Zilch shoots, approvals, publishing and performance reporting.
Matchdays and priority club access
Last season, matchday activity generated a meaningful uplift in views. Use key fixtures, starting with Hull at home on 7 November, to host creators, unlock player moments and create additional content through the existing Zilch × Arsenal partnership.
Review, learn, refresh
Review performance every five to six weeks, present the April–May recommendation in March and confirm Phase 2 talent only after Zilch approves the refreshed budget.
06OF 06
THE BUDGET
Compare three practical paid-creator mixes for the confirmed £80K Phase 1 creator budget through 31 March, with April and May planned after a separate budget refresh.
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£80K PHASE 1 CREATOR BUDGET
CHOOSE THE CREATOR MIX.
Last season, £30K secured nine paid creators. At the same average cost, £80K equates to 24 creators. Phase 1 therefore targets approximately 25 paid creators by 31 March through a blended roster and efficient packages. One Reel and one Story is the intended starting point where appropriate, while the final creator total and paid output will flex with rates, rights and agreed scopes. £70K funds planned Phase 1 activity and £10K remains flexible until the Share the Love Local package and priority football opportunities are reconciled.
PHASE 1 ENVELOPE£100K
−20% MXI FEE£20K
=CREATOR BUDGET£80K
A balanced Phase 1 roster targeting approximately 25 established and community voices through 31 March.
BEST FOR: Scale, relevance and repeatable activationsRecognised Arsenal and football voices
Specialist and community-led fan voices
Approximate paid partners by 31 March
One Reel and one Story where appropriate
Paid creator packages delivered by 31 March
Held until the Share the Love Local package and priority football opportunities are agreed
USE MARCH TO AGREE THE RUN-IN.
The opportunity planner and talent planning continue across the full season, but April and May creator activity is not included in the confirmed £100K Phase 1 envelope.
- LATE FEBREVIEW PHASE 1 PERFORMANCEPaid delivery, earned reach, claims and creator learning
- EARLY MARIDENTIFY THE BEST RUN-IN MOMENTSUse form, European and cup progress, access and the live league story
- MID MARPRESENT THE PHASE 2 PLANRecommended budget, creators, fixtures and expected content
- LATE MARAPPROVE AND BOOKConfirm April–May activity only after the refresh is agreed
WHAT WE SHOULD LOOK TO ACTIVATE AROUND.
Use these live signals to shape the Phase 2 recommendation. They are planning criteria, not booked or funded activity.
- THE STRONGEST APRIL–MAY CLEAN-SHEET OPPORTUNITIES IN THE PREMIER LEAGUE PLANNING SCORES
- CHAMPIONS LEAGUE KNOCKOUT OR LATE-STAGE EUROPEAN FIXTURES IF ARSENAL PROGRESSES
- FA CUP OR LEAGUE CUP SEMI-FINAL AND FINAL MOMENTS, WHERE APPLICABLE
- HIGH-ATTENTION HOME FIXTURES WHERE BOX ACCESS CAN CREATE EARNED CONTENT
- REACTIVATING THE PHASE 1 CREATORS AND FORMATS THAT DELIVER THE STRONGEST RESULTS
- REMAINING SCARF STOCK, CLAIM PERFORMANCE AND THE LIVE CAMPAIGN RESPONSE
At the same average creator cost, £80K equates to 24 creators. A blended roster and package efficiencies support an approximate target of 25 paid creators by 31 March, with final scopes agreed creator by creator.
- 656.8KPAID CREATOR VIEWS
- 417.3KEARNED MATCHDAY VIEWS
- 38.9%OF VIEWS CAME FROM EARNED
One Reel and one Story is the intended starting package where appropriate. Final creator numbers and deliverables are subject to rates, rights, availability and agreement. Matchday access and any additional organic content are measured separately.
- £70KPHASE 1 ACTIVATION BUDGET
- £10KRESERVE TO 31 MARCH
- 4PRIORITY MATCHDAYS