Submitted by Muse

Manchester United Christmas Instagram Creator Campaign

Influencer Marketing

MUSE ran casting, briefing and delivery of the creator side of Manchester United's December Christmas campaign on Instagram, which the agency reports generated 611K+ total views.

611K+Total Views
26K+Total Likes
5.8M+Combined Followers

Case in 60 seconds

Manchester United needed creators for its December Christmas campaign, and the club handed the whole creator side, from casting through to final delivery, to an outside agency rather than running talent in house.

The page treats creator fit as the lever, because MUSE says it selected creators aligned with the campaign's creative direction and audience objectives, so the club's Christmas message reached audiences through voices chosen for match rather than scale.

MUSE acted as the single owner of the creator workflow, holding strategy, casting, briefing, coordination and approvals together so that creator content met Manchester United's campaign requirements and production standards.

MUSE activated three creators, including @v7ena and @teresaseco, and each produced one hero post and three Instagram Stories, giving 12 pieces of content that the agency managed through timelines, approvals and final delivery.

MUSE reports that the campaign generated 611K+ total views, 28K+ total engagements and 26K+ total likes across social platforms, from creators with a combined following of 5.8M+ followers.

Strategy Breakdown

Manchester United kept the campaign's creative direction and requirements, while MUSE held the creator side, so the club acted as brief owner and approver rather than as the manager of talent.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • MUSE

Creator role

  • @v7ena — creator
  • @teresaseco — creator

Results & Evidence

MetricValue
Total Views611K+ total views
Total Likes26K+ total likes
Combined Followers5.8M+ followers
Content Pieces12 pieces of content

Why Muse's strategy worked

  1. 1

    A club running a seasonal campaign can hand the full creator workflow to one agency, so casting, briefing and approvals sit with a single owner rather than being split across teams.

  2. 2

    Pairing one hero post with three Instagram Stories per creator gives each talent a fixed, repeatable deliverable set, which keeps approvals and production standards manageable across a small roster.

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