gopro: the official camera of fun
GoPro isn't the only game in town anymore. With new competition fighting for mind share, we needed to inject some new energy into our awareness messaging. I led the strategic positioning work and creative development. Our Consumer Insights team told us our fans think our products make their adventures more fun. Neuroscience told us that our brains simulate the emotions we see in others' faces. "The Official Camera of Fun" was born.
The campaign focused on two things — showing the diverse ways people have fun with GoPro and showcasing their emotions via facial expressions while doing it.
Print | Retail | OOH
OLV
CRM
RETAIL
PERFORMANCE
The work outperformed all previously tested GoPro campaigns at eliciting the emotions of fun, excitement, joy and inspiration. In surveys, consumers noted that they felt GoPro’s are for everyone, which was not typically cited with prior campaigns. On YouTube, we saw a lift of 15% in ad recall and a 16% increase in video completion rate.
PAID MEDIA SUMMARY:
Global Paid + Owned Reach: 210–240M people in first 8 weeks
Incremental Commerce Impact: +8–10% lift in GoPro.com revenue vs. baseline
Blended Paid Media ROAS: Overall 4.2×, Search at 6.1× and Paid Social at 3.2×
Brand Effects: +6 pts aided awareness, +4 pts consideration, +9 pts “GoPro is for everyone” sentiment
YouTube Brand-lift: +15% ad recall and +16% higher VCR vs. previous hero-launch creative
SOCIAL | CREATOR | PR:
Creator Seeding: ~260 creators across action, travel, moto, POV niches
Earned Content: 1,800+ posts, ~120M earned impressions, EMV ≈ $6.4M, 86% positive sentiment
YouTube Performance:
HERO12 Black launch film: 2.2M views, 41K likes, 3K comments
Product feature videos: 1,9M views
Key Business Metrics:
Revenue: $294M (ahead of guidance)
Retail: $231M (+12% YoY), representing 78% of total revenue
Sell-In/Sell-Through: +35% YoY, +29% YoY
Subscribers: +20% YoY
Subscription Revenue: $25M (+16% YoY)
