GoPro is a company that isn t afraid to go to the extreme, judging by all the sports athletes and other people that use its camera line. And thanks to some savvy marketing by the company, it appears to be paying off in a big way.
This report from Adweek states that the company s know-how in digital marketing has been a big pay-offs, as the NPD estimates that the top five best-selling digital cameras and camcorders are all in the GoPro line. One observer made note last year of this trend, stating, “GoPro has gone from being a niche tech brand to an almost unprecedented digital chronicler of life in all its forms.”
The company managed to do this on a small budget, working within a multi-channel strategy with its video line-up. As a result, it s become one of YouTube s hottest brands, estimating one billion total views thus far and rising.
This success was reached with a combination of in-house curators, strategic partners and camera-brandishing consumers, according to the article. User-generated content helped drum up business on a minimal budget, and enabled it to extend its social outreach to over 20 million followers on Facebook, Instagram, YouTube and other channels.
With the user content, GoPro was able to gather data based on its consumers and products, putting it to good use for its social feeds. There are different things for each site, like a guidance tool for cameras on Reddit and specific channels, such as Family Time and Love, on Pinterest. Its slogan, Be a Hero, also inspires newcomers to give the gear a try in many unique ways.
“We believe there’s a strong correlation between viewership of GoPro content and sales of our products,” GoPro CEO Nick Woodman noted recently. “We refer to this as our virtuous cycle. Our investments and product development efforts center around reducing the friction associated with capturing, editing and sharing engaging content, which goes on to virally drive awareness of our brand and adoption of our products.”
Partnerships have gone a long way for the company as well, including Xbox, Roku, Virgin America in-flight entertainment and Vessel, with the ability to watch content and even purchase gear in not-so-typical shopping fashion.
With an array of engaging content, GoPro has managed to do quite well for itself with its digital marketing, even without the muscle of a full-blown, multi-million dollar budget. In fact, some marketing companies would probably be wise to set up a similar program, in the hopes of riding the wave.
More information on this report can be found here. Sample videos of GoPro s success can be seen below.
