Marketing strategies have shifted, grown, and developed greatly over the course of history. From DeBeer’s age old “Diamonds are Forever” campaign in the early 1900’s and the Lucky Strike ads which had everyone picking up a bad habit in the 60’s, to the modern day “Just Do It” Slogan that defines Nike, we’ve seen a lot over the years. The channels of communication for marketers has changed over time as well. The game changed for marketers again and again, challenging them to come up with new and innovative ways to promote their products and services as the technologies and trends changed over time. In today’s world the internet reigns supreme, and marketers have quickly adopted web advertising as a part of any self-respecting ad campaign. Social Media is the most important aspect of this. A campaign that doesn’t have a #hashtag, YouTube video, or searchable Facebook content, may as well not exist at all. The companies that are realizing, embracing, and integrating social media into their campaigns are the ones who are seeing the most success. Many modern brands are doing a great job of combining social media with their marketing strategies, but one in particular really stands out.
In search of a product strategy as its stock plummets, GoPro’s CEO keeps a shaky but steady hand at the helm. Wall street analysts are gleefully beating up on the young company because they dared to shatter the image that GoPro is/was the next Apple (as soon as a company is likened to Apple it becomes a target for haters). I have to admit that I have a soft spot for underdogs and for early stage companies that have customers that adore them. Exacerbating my GoPro Problem is that I use the company’s products, I love them and I regularly fan-girl the GoPro stars on YouTube.
The manufacturer of un-smashable, un-drownable wearable action cameras seems to believe strongly in the old saying that a picture is worth a 1,000 words, as it actively encourages and shares user-generated content. Go Pro has essentially mastered the content marketing game: The California-based camera manufacturer keeps its 2.3 million-strong audience entertained and informed primarily through its YouTube channel while hyper-engaging on Instagram and keeping busy on Facebook. GoPro enables the company’s fans to evangelize on its behalf. All GoPro needs to do is provide the camera.
Organization name: GoPro Industry: Consumer photography & videography Contact name: Nick Woodman – CEO/Founder, Adam Dornbusch – Senior Director of Content Distribution, Andrew Shipp – Social Media Manager Web references: Wikipedia, INQUISITR , NY Daily News, YouTube, Fast Company , Simply Measured , Small Business Trends About GoPro An American manufacturer of action cameras used in extreme action videography, this San Francisco based company was founded in 2002 by Nick Woodman (formerly Woodman… Read more »
Company Name: GoPro Industry: Action Cameras Web references: Twitter, YouTube, Facebook, Instagram, Shorty Awards, Econsultancy, Wikipedia, INC GoPro is a household name in the camera industry. It has grown from founder Nick Woodman’s desire to capture quality pictures him surfing to an international company that boosts revenue of $985.73 million in 2013. The success of this brand has stemmed from people’s desire to share their adventures… Read more »
Organization: Royal Roads University Industry: Post-secondary education Contact: Catherine Riggins, Director, Branding, Marketing and Recruitment firstname.lastname@example.org Web references: Royal Roads University, Future View microsite, marketingmag.ca, Facebook, Twitter, Cossette A BOLD MOVE Royal Roads University boldly abandoned its traditional print-media recruitment campaign recently and bet the near future on GoPro cameras, Google Glass and social media. The Future View campaign,… Read more »
Organization name: GoPro Industry: Compact Cameras Name of Contact: Nick Woodman, CEO – Brad Schmidt, Creative Director Build a really fun online community and they will come: visit any one of GoPro’s social media channels and you’ll see lots of people doing the things they love and having loads of fun doing it. User generated content of dominates. GoPro’s customers… Read more »