Dive Brief:
- GoPro’s marketing includes a relatively low cost cross channel strategy.
- The camera maker's audience is highly engaged with user-generated content and happy to share it across social media, so naturally, a key element of its marketing is user generated content.
- The company recently created GoPro Licensing, giving other marketers access to part of that user generated content library.
Dive Insight:
GoPro as a product is a massive success. The top five selling digital cameras and camcorders are all GoPro products. And its marketing is also a success, which is largely built on content that its users create for the company at no cost. User generated content is an important part of any content marketing strategy and GoPro has a built-in advantage since its products are photo and video content creators. And then it has a trump card in that its products tend to be used by people doing fun, interesting and thrilling things.
GoPro leverages this content with a cross-channel marketing approach with minimal spending. Not surprisingly social media is a key marketing channel for the brand with more than 20 million followers between Facebook, Instagram, YouTube and Twitter. On YouTube alone, GoPro videos are about to reach one billion views.
CEO Nick Woodman told Adweek, "We believe there's a strong correlation between viewership of GoPro content and sales of our products. 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."
And the camera maker is now making revenue directly off its content library with the launch of GoPro Licensing, a platform that allows marketers to tap into a portion of GoPro’s video inventory for their own advertising and content marketing.