gopro // communication campaign
TRANSCRIPT
BRAND COMMUNICATION CAMPAIGNBY GERALD CARVALHO, SPRING 2015
GoPro helps people capture and share their lives most meaningful experiences with others—to celebrate them together.
Nick Woodman / Founder and CEO Founded 2002, San Mateo, CA
01 / MISSION
2.1M ACTION CAMERA MARKET SIZE
11MCAMERAS SHPPED TILL DATE
1.7M YOUTUBE SUBSCRIBERS(5TH BIGGEST BRAND ON YOUTUBE)
42% MARKET SHARE
02 / METRICS
03 / COMPETITVE LANDSCAPE
04 / TOUCH POINTS
+ Retail/Online Store+ Meetups+ Newsletter+ Support
+ Youtube+ Instagram+ Facebook+ Twitter
VALUES+ Freedom+ Passion+ Community+ Excitement+ Durability+ Versatility
PERSONALITY+ Daring + Spirited + Imaginite + Tough
05 / BRAND VALUES + PERSONALITY
06 / OPPORTUNITY
18 - 24 25 - 34 35 - 44 45 - 54
Potential Target marketCurrent market
GoPro users are primarily males between the ages of 18 and 34.
AGE - 18 - 34 YRS
AGE - 34+ YRS
EXTREME SPORTS VS. LIFE MOMENTS
06.1 / KEY INSIGHT
T H E M O S T M EMO R A B L E MOMENTS IN LIFE ARE THE ONES YOU NEVER PLANNED.There’s a huge utapped opportunity for GoPro if positioned as a brand that aid celebrate and share life events vs. just exteme sports.
07 / VALIDATIONYouTube
Wedding filmed by a GoPro attached to a Whiskey Bottle went viral hitting 2.3M views[October, 2014]
07.1 / MARKET ANALYSIS
188.2 M people in the US watched 52.4 billion online content videos in December 2013. The average American spent more than 19 hours watching online video.
[Comscore, 2013]
08 / PERSONA
+ 27yrs, middle school teacher in Novato, CA
+ Household income of $70K
+ Highly sociable, loves the outdoors, a marathon runner, and is an Instagram and Pinterest addict
+ Likes to document from breakfast to sunset and everything in between
+ She’s recently engaged and is busy planning her wedding
WHITNEY // BRIDE TO BE
PHA
SES
OF
THE
JOU
RNEY
EMO
TIO
NA
L EX
PERI
ENC
ETH
OU
GH
TS &
FE
ELIN
GS
WHITNEY // BRIDE TO BE
09 / CUSTOMER JOURNEY
WEDDING PLANNING
NEWLY ENGAGED
SHOPS FOR VIDEOGRAPHERS
BUDGET CONSTRAINTS
MEMORIES
Yaay, can’t wait to get married!
This is a lot work, but enjoy it
Online + Word of Mouth
Videographers are expensive
No videos = missed memories
Aspira
tiona
l
Excite
d
Anxious
Frus
trate
d
Emptines
s
10 / PERSONA
+ 32yrs, lives in the suburbs of Evanston, IL, a Police Officer for the City of Evanston
+ Household income of $85K
+ Avid landscape photographer, life guard
+ He lives with his wife and his new born daughter Georgia
+ He likes to document his baby girl day in day out
RYAN // NEW DAD
PHA
SES
OF
THE
JOU
RNEY
EMO
TIO
NA
L EX
PERI
ENC
ETH
OU
GH
TS &
FE
ELIN
GS
RYAN // NEW DAD
11 / CUSTOMER JOURNEY
DOCUMENTMEMORIES
NEW BORN ARRIVES
OBTRUSIVENESS SHARE VIDEO
I am a Dad - Awesome!
Kids grow fast, I better document
Hate using my DSLR for videos
Shaing videos is painful
Overjo
yed
Ambitious
Annoye
d
Hinder
ed
Currently satisfied need
(Archetypes = Hero, Explorer)
Potential target need
( Archetype = Lover)
14 / CAMPAIGN OBJECTIVE
+ Broaden target market to include emphasis on family oriented demographics - engaged couples and new parents, who cherish emotional moments sans the adrenaline rush
+ Position GoPro’s entry-level product line: Hero and Hero 3 as an “everyday camera” vs. blurring the lines between enty-level and extreme action cameras
13 / PRODUCTS SPOTLIGHT
HERO // The perfect entry-level GoPro
$129.99
HERO3 // Immersive life capture
$199.99
It's the little moments that make life big!
CELEBRATELife
16 / SOCIAL MEDIA CONTEST
gopro Follow on Instagram Official rules Share this contest
#GoProCelebrateLife#GoProCelebrateLife
+@gopro
Tag your engagement photos using #GoProCelebrateLife for a chance
to win a Gorpro Hero3 and to be part of the WE tv – My Fair Wedding casting.
Plan your “dream wedding” with celebrity planner David Tutera!
It's the little moments that make life big!
CELEBRATELife
#GoProCelebrateLife
gopro Follow on Instagram Contest Closed
Thank you to everyone who entered
our #GoProCelebrateLife contest
and shared their special moments.
THE LUCKY WINNER IS:
It's the little moments that make life big!
CELEBRATELife
Congrats @mmahacek You won a Gorpro Hero 3 and the chance to be part
of the WE tv – My Fair Wedding Casting. All the best
for your wedding planning with David Tutera!
#GoProCelebrateLife
19 / BUDGET + SUCCESS METRICS
$10K ICONOSQUARE PACKAGE
INCREASE IN:
SOCIAL MEDIA MENTIONS
UNIQUE VISITOR TRAFFIC
YOUTUBE VIEWS
MARKET SHARE
HERO & HERO 3 SALES
NOTE: PROPOSED CAMPAIGN LAUNCH SUMMER 2015
$35KSOCIAL MEDIA COORDINATOR
$45KTOTAL BUDGET
+
gopro Follow on Instagram Official rules Share this contest
#GoProCelebrateLife#GoProCelebrateLife
+@gopro
Tag your favorite wedding photo using #GoProCelebrateLife. Winners receive a
GoPro Hero 3 along with all required accessories. A perfect companion to
document for your honeymoon!
It's the little moments that make life big!
CELEBRATELife
#GoProCelebrateLife
FUTURE
gopro Follow on Instagram Official rules Share this contest
#GoProCelebrateLife#GoProCelebrateLife
+@gopro
Tag your favorite maternity photo using #GoProCelebrateLife. Winners receive a
GoPro Hero 3 along with all required accessories. A perfect way to document
the new addition to the family!
It's the little moments that make life big!
CELEBRATELifeFUTURE
#GoProCelebrateLife
Learn how to document events from the pros
Learn how to document events from the prosWe’re 38 fans of events
