3
Seasons pitchside
70+
Fixtures attended
60K+
Followers
5
Platforms, two languages
02 — Pitchside
Player interviews
Arsenal correspondent and producer for Migu Sports — three consecutive seasons, 70+ fixtures home and away, filed from pitchside and the mixed zone.
03 — Top performing
What travelled
Drag, scroll or use the arrows
TikTok
266K
VAR Drama! West Ham goal ruled out for foul
Watch ↗
TikTok
172K
Declan Rice gave his shirt to a young fan
Watch ↗
Bilibili
53K
Arsenal 3–0 Real Madrid at the Emirates
Watch ↗
TikTok
22K
Arsenal gave me a birthday gift anyway
Watch ↗
YouTube
19K
VAR Drama! (English cut)
Watch ↗
Bilibili
17K
Arsenal 4–0 Atlético — four goals
Watch ↗
Selected clients
- Migu咪咕
- Doubao豆包
- Under ArmourStephen Curry Asia Tour
- Proya珀莱雅
04 — Two markets
Not a repost
Each platform is treated as its own product rather than reposting a single cut everywhere — separate feeds, each with its own hook style, pacing and publishing rhythm.
中文市场
Commentary
and tactics
Chinese-language match commentary and tactical breakdowns, written and voiced for a Mandarin sports audience that the English cut never reaches.
53K
Top post · Bilibili
Arsenal 3–0 Real Madrid
English market
Reaction
and lifestyle
A separate English feed — matchday reaction, terrace culture and kit style, cut with different hooks and a different publishing rhythm entirely.
266K
Top post · TikTok
VAR Drama! West Ham goal ruled out
The same VAR cut did 266K on TikTok and 19K on YouTube. Same footage, same language, same week — which is why the strategy is per platform, not per language.
05 — Case study
Stephen Curry Asia Tour
Under Armour, via Burson — Shanghai, Jul–Oct 2025. Creator sourcing and campaign delivery for the Curry Asia Tour and the UA Echo & ColdGear launches.
20+
KOLs onboarded
10M+
Combined following
2
Campaigns run in parallel
Bi-weekly
Performance reporting
- 01
Source & screen
Ran the funnel from outreach and screening through to brief, delivery and sign-off — recruiting and onboarding 20+ creators with a combined 10M+ following.
- 02
Tier by reach and fit
Managed creators in tiers, holding day-to-day comms and a standing response cadence so briefs, assets and deadlines never stalled.
- 03
Lower the barrier
Built seeding box concepts and creator-facing briefing materials, comparable to the creator kits used to activate new cohorts.
- 04
Report and redirect
Produced bi-weekly performance reporting and competitor benchmarking against Adidas and Nike, turning campaign data into recommendations that shaped the next wave of creator selection.
06 — Off duty