GoPro
Industry
Film, Photgraphy
The Ask
Make GoPro a more widely used photo capture product that is competitive against modern everyday cameras.
Contributors
Josh LaJoie, Jared Montgomery, Taryn Spencer, Alyssa Young
Role
Brand Strategy
Problem
If you’re into action sports you likely already own a GoPro; the general population does not think GoPro applies to them—assuming it is meant only for extreme sports.
Insight
Our identities are not just a collection of extreme triumphs, we are everything in between—the unremarkable and even the failures—making us who we are today.
Product Advantage
GoPro is a durable, pocketable hi-res camera that is ready to use in any situation, by anyone.
Strategy
The Story of You is in Your Imperfect Journey
Campaign
This is Me
GoPro owns over 90% market share in the action camera market, so those who participate in action sports likely already own a GoPro. There is little opportunity to grow in the action camera market.
To expand reach, GoPro must branch into an area of “achievable performance” where hobbyists and recreationalists feel they have a compelling connection to the brand and use for a dedicated camera.
GoPro must convince an expanded and diverse audience that its cameras are right for them.
No matter how experienced someone is with a camera or how extreme their hobbies, GoPro serves a valuable function for capturing life’s progress.
The strategy involves GoPro making vital shifts to how it communicates.
GoPro will refocus its image to achievable performance, from the extreme triumphs to the everyday activities.
