And just like that, the Euro 2024 is over.

Now the world’s attention is about to turn to the Paris Olympics.

If you’re smart, you’ll be thinking about how to grab some of that attention for your brand. And if you don’t have a strategy around how to do that already, it’s time to get to work.

In today's newsletter:

• Bellingham kicks, Adidas scores (get ready for the Olympics by learning how your brand can capitalise on viral moments) 

• How to get your fans to make content about your brand (here are 2 super effective strategies to try)

• Trend plug - Of course I’m delusional!

• Ask the Editor - How to create content when you aren’t an expert (yet)

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Registrations for our August intake are now open! Learn more.

It was the kick heard round the world.

It was 95 minutes into the England vs. Slovakia game of the Euro ’24, and England was on the cusp of an embarrassing loss and exit from the tournament.

Call it skill or divine intervention, what Jude Bellingham did next would go on to save the day.

After all, what better way to salvation than an overhead bicycle kick just minutes before the end of the game?

The equalizer earned the team extra time, which Captain Harry Kane then used to score the final winning goal. And that sent them through to the quarter-final against Switzerland (if only their luck had continued, but I digress...).

It’s moments like these that make people watch football.

It’s also moments like these that produce some brilliant brand building opportunities.

Which Adidas is no stranger to.

Actually, its presence on social media during the entire tournament was top tier. It's a shining example of what it means for a brand to not only engage with a community, but fully immerse itself in one. 

If you take a look at the Adidas Instagram account, you’ll see they fully committed to being the social commentators of the Euro 2024 tournament.

[Keep reading]

-Sophie, Writer

How to Get Your Fans to Make Content About Your Brand

How do you make people care about your brand so much that they'll make content about it?

One effective way to do that is to have a consistent theme or storyline that progresses or updates over time. This allows your fanbase to form and follow your journey. And one industry that's done this especially well is the world of video games!

'Let's play' videos, where creators film themselves playing games, are one thing.

But generating constant discourse around changes or updates made to games needs a loyal audience that's immersed in that world.

Two popular game franchises that have fostered strong communities are Final Fantasy XIV and Super Smash Bros. One bounced back after ruthless criticism, and the other thrives almost entirely off mystery and fan service.

Let's unpack exactly how they created a fanbase so strong, their audience can't help but make content about their games.

[Keep reading]

-Devin, Copywriter

Trend Plug - Of Course I’m Delusional!

Today's trend comes from a moment in Inside Out 2 where Joy says, 'Delusional? Of course I'm delusional...'

Now, creators are using this sound to talk about situations where they 'have to be delusional.' For example, 'me when I'm reminded that my fictional crushes don't exist.'

How to jump on this trend:

There are two ways you can go with this. You can either use this sound the way others are using it to talk about situations where you are knowingly being delusional.

Or you could use the second half of the sound, 'Do you know how hard it is to stay positive all the time when all you guys do is complain?'. Totally up to you!

Whichever route you decide to take, here are some ideas for both of them:

• 'Me, as an intern, convincing myself I'm going to be hired.' ('Delusional? Of course I'm delusional...')

• 'Me to my intern after their 7th complaint in the last hour' ('Do you know how hard it is to stay positive...?')

• 'When my client calls my ideas too ambitious' ('Do you know how hard it is to stay positive...?')

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - I've just graduated uni and am working retail, but I really want to start my own business. How can I start building my brand when I'm not really an expert in anything yet? - Leon

Hey Leon!

The best thing you can do is start putting out as much content as you can. In our team, we talk about how you can create content from 3 perspectives, depending on where you are in your journey right now.

The first perspective is the Reporter. This means you don't know a whole lot yet--you're just learning. So you create content about everything as you learn it. This means as you listen to podcasts, go to events, or read books, make content about what you get out of them.

Over time, you'll probably start creating content as an Expert because you'll know what you're talking about! Then, one day, you'll move onto being what we call the Fool. This is someone who knows enough to realise they actually know nothing!

But for now, just share what you're learning. It's the perfect place to start.

- Charlotte, Editor ♡

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