A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.

1. GoPro & The Future
A Full Digital Strategy

2. Who is GoPro?
GoPro has essentially
created its own unique
market of “versatile action
cameras.”
As a leader in the
industry, they recognize
the consumer demand
to capture and share
their most exceptional
life experiences.

3. Brand Image
•Leader of unique market
•USP: selling life experiences, not cameras
•Demand to share experiences with friends &
family
Their Brand & Consumers
Target Market
•Active & tech-savvy young adults
•Adventurous millennials
•Generation values memories over tangible
products

4. The Big Idea
How do you encourage business growth
when they’re already in tune with
consumers’ deepest desires?
Simple. Expand your consumer base!

5. 75% of women identify
themselves as the
primary shoppers for
their households
http://thenextweb.com/

6. Millennial Moms: Ready to Go Pro
From infant to college student, parents are
constantly looking for more ways to capture
the wholesome moments they share with
their children.
As women’s spending power continues to
increase, GoPro should adjust to the
demands of this consumer group.

7. Internet Marketing &
Online Advertising
100% of millennial moms follow brands on social media,
while only 58% of millennial non-moms do.
With a strong online presence, GoPro can dominate the
young mother market with native advertising.

8. Online Platforms
• Social Media
• Facebook & Pinterest
• Blogs
• Buyer personas
• Contests & giveaways
• Vacationing
• SEO
• Capturing memories
• Mobile Platform
• Optimized website
• Mobile app

9. Campaign
Goals
Pinterest interaction by 30%
Product purchases by 10% via blogs
Family UGC submissions by 20%
New application downloads of 1000/day
Measuring Success
•CPM & PPC
•Facebook hashtags
•UGC submissions
•Application downloads

10. “GoPro more than doubled its
net income from 2010 to 2011…
but only spent $50,000 more
in marketing costs to do it.”
-Wall St. Daily
• GoPro Relies on UGC
• 15% of current budget = $60
million