The viral video shown below is GoPro’s marketing strategy to create a brand that is more accessible, inspiring the average person to venture out and try something new. The perceived barrier in the consumer’s mind is that GoPros are only used by those participating in extreme sports. This is created by the plethora of videos out there, showing GoPros being used only by those willing to go on life-threatening adventures.
Unexpected insights:
- Anyone can film
- People are more thoroughly engaged with emotional content
- There is a strong human desire to experience nature and the environment around us, record the experience, and share it.
Tactics:
1. Using user-generated content
The first and most notable tactic is GoPro’s use of user-generated content. This not only engages and captivates the audience, but also creates a sense of realism. This coincides well with how expansive video has become, and also caters to those wanting to connect with others’ experiences, and to engage their audience through the use of viral videos. The first section on their official website includes staff top picks, which are made by users using GoPro.
(A little side note worth mentioning: this form of advertising is changing the way businesses are marketing by using much more affordable and accessible user-generated content. This article I found quite fascinating: How GoPro is Transforming Advertising As We Know It).
2. Establishing a personal connection through the perspective of the video
GoPro currently sells dog harnesses for their equipment. An effective tactic to tap into that market would be to create a series of viral videos through the perspective of people’s pets. This should be showcased through social media, such as Instagram, which would in turn demonstrate the accessibility of GoPro, and its many versatile uses. Who wouldn’t want to see where your pet goes when he walks himself to the park? Or what he does when you leave him at home alone?
3. Print advertisement campaign in magazines such as Outside, or Sunset
This advertisement campaign would cater to those who love to explore through print ads showcasing the accessibility and the versatility of GoPros, as well as their ability to take still shots. The print ads would have GoPro’s unique look but would be simple in their concept: swimming in the ocean while on vacation, hiking with your friend or lover, or a wide angle shot of a plaza in a foreign country.