The World Cup in Brazil made summer 2014 a season of topical campaigns. After a quieter few months around the Dutch national team, Monday’s defeat by Iceland has stirred things up again. “Who would have thought it? From beating Spain 5–1 to a European Championship without the Netherlands” signals the official start of the autumn campaign season. As I return to my social media work for Microsoft Devices in the autumn rain and think about timely ideas for our channels, I still look back on that wonderful summer. And I conclude that getting topical content right is much like football.
Strategy
A good strategy is the foundation of a good team. Guus Hiddink is now being criticised for having no game plan for Euro 2016. A game plan matters just as much for brands: what strategy do we want to use for the next tournament, and who do we need? And does joining this conversation fit our identity?
Departing from the system
Sometimes you need the courage to set the system aside. Just as Louis van Gaal abandoned the familiar 4–3–3 formation during the 2014 World Cup, you need to think carefully beforehand about the purpose of your topical content. If there is no clear purpose, or it does not fit your identity, leave it alone. As Louis said of the 4–3–3 system: “We simply do not have the players for it.”
Delivering at the crucial moment
You are only truly outstanding if you score when it matters. Whether you are an elite athlete or a creative working for a major brand, you cannot afford to switch off. You have to spot that one opportunity and put the ball into the top corner. Or, if you are not well positioned, like Robin van Persie, at least pass it to a teammate. Winning is a team effort. Reactions are immediate: an angry teammate, a booing crowd and a barrage of criticism on social media. Get it spectacularly wrong or exceptionally right, and the whole world will be talking about it.
The post-match analysis
Hindsight is easy. Nobody expects a supposedly funny tweet (#nedmex) to bring the whole world down on them. Friendlies give you a chance to practise, but you cannot afford that mistake in the knockout stages. Unless you quote another great coach: “Every disadvantage has its advantage.” So perhaps KLM sold thousands of extra tickets after all.
Winter
With plenty of opportunities to borrow from Johan Cruyff, the coach quoted above, summer gave us much to work with. But winter is approaching. Time for a new strategy, perhaps a new coach or even a change of goalkeeper, to perform at our best in the next major tournaments.
Marlous
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