Some of the world’s most innovative and widely shared photos and videos in recent times have one thing in common. Whether they are capturing a surfer in the glaciers of Iceland, free divers in Greece, or camping in the mountains of Switzerland they all were taken by a GoPro. The technology giant has created action cameras that have been integrated into numerous sports and industries and found incredible success. The fact that their product allows them free access to high quality media for promotional purposes is an incredible bonus for advertising efforts.
GoPro is a significant leader in terms of the advertising techniques they employ, and they are incredibly effective when it comes to their use of customer engagement. They have revolutionized the advertising world with their use and promotion of user-generated content. This marketing trend has allowed the company access to high quality video and images of base jumpers, snowboarders, even animals for free and does a great job showing off the quality of their products.
After getting their products into the hands of the right people, the company can in turn take their media and use it for social media marketing. The company instagram account boasts over 10 million followers and essentially every photo is from user submitted content. Photos often receive over two hundred and fifty thousand likes, some reaching close to a half a million likes and the company’s market continues to grow. This really helps the company promote an overall experience to be associated with their product, and customers are buying this. Often times the goal is to tell a story to help sell your product, and GoPro has many great stories flowing in daily. This advertising platform seems to be paying off as the popularity of their products skyrocket.
Images provided by: GoPro.
– Kevin Latshaw ’16
IMC Hawks Blog 
This brand is definitely a great one to look at when it comes to the way it advertises its product. I never really thought that much into the fact that it is all user-generated content. The way that they use the stories of those people who really use their product–as opposed to constructing their own– and allow the customers to interact and identify with the brand is probably why it has become so successful.
GoPro is a real leader in term of free advertising ! It is incredible to see how the brand is making so much with nothing. The consumers are paying for a product, and hoping that GoPro will share their content on their website to get views for free. On the other hand, GoPro is making profit by selling products and increase it by sharing free high quality content. This company is making a real difference in term of content marketing , and it makes me loving this brand much more.
GoPro is a real leader in term of free advertising ! It is incredible to see how the brand is making so much with nothing. The consumers are paying for a product, hoping that GoPro will share their content on their website to get views for free. On the other hand, GoPro is making profit by selling products and increase it by sharing free high quality content. This company is making a real difference in term of content marketing and it makes me loving this brand much more.
The adventurous image displayed for this article immediately caught my eye. GoPro does such a good job telling stories with their pictures. The collection of pictures that they post from all over the world are so cool and make me want to travel more. I agree with what you’re saying though, their marketing technique is genius, not only do they post pictures but a majority of the pictures they post are from their customers. Having used a GoPro before I know that they are fairly easy to operate and have really good results. I only hope to one day take a picture that is so good that it will be displayed on the GoPro Instagram.
I really admire when brands like GoPro feature customer photos. It tells consumers that they too can take cool photos that can be shared with the world of adventure! It also keeps their present customers engaged with hopes of being featured on the GoPro page and have their image and talent get recognize. Getting the consumer involved in part of the company is what helps brands grown stronger and GoPro definitely realized that and has executed the involvement in a successful way.
I really like this article because it ties in well with what Generation Like presented in terms of companies getting consumers to market to each other and the way that social media has really helped them achieve that.
I was drawn to your post because I have really been wanting to buy a GoPro lately. After reading your blog I realize that I am “Exhibit A” in proving your point. What makes me want a GoPro? All of the extreme videos that people who already own the camera have posted. GoPro does not need to invest a lot of money into advertising, because their customers are doing the advertising for them. This is a great example of how a company is using IMC in a very strategic and effective way.
This was something I hadn’t even thought about from a marketing standpoint, and it’s genius.
You almost have to do 0 in house advertising. Your product does the work for you. Besides for camera’s maybe, what other product has this ability?
I’m a huge goPro fan and even considered using one to video my wedding from my dogs point of view. However, although this genius business plan probably does wonders for GoPro’s pockets, they might be a little more successful if their product wasn’t $400+
goPro definitely did a fantastic job with their marketing campaign. It makes people associate goPro’s with adventure. I know so many people that have one even though they spend most of their day sitting inside on the computer. As far as I know, they have a monopoly on the “indestructible, good quality camera” market.