As Group Creative Director at GoPro, I oversaw most aspects of the launch for HERO8 Black—everything from advertising, site design, CRM, retail and packaging to our international efforts in APAC and EMEA.
Working closely with our Consumer Insight team, we shifted the lifestyle-focused direction from previous years and developed a campaign that put product and features first. It turned out to be the most successful product launch in the company's history.
Each ad focused on a single feature to drive awarenesses and comprehension. The campaign beat goals in every level of the funnel, helping fuel a 20% increase in Q4 camera sales over the previous year.
New cameras meant a new site. Product pages were designed based on historic data and consumer research—focusing on demonstrating feature benefits, tech specs and reviews. The homepage was redesigned to promote new products as well as tell the GoPro ecosystem story via some sexy, interactive parallax. This led to an 11% reduction in bounce rate and a 128% increase in conversion.
We developed a packaging system that created consistency between products while differentiating between entry-level and our flagship cameras.