Marketing an action camera to consumers in world where high-quality camera phones are ubiquitous could be seen as a challenge. But GoPro CMO Todd Ballard views it as an opportunity for the brand, according to a piece in AdExchanger. He’s banking on consumers returning to filming life events with a device that doesn’t separate them from the actual experience.
One way the brand is focusing on that premise is through its recently-wrapped, second annual Million Dollar Challenge campaign, which asks consumers to share their own GoPro footage for a chance to win a share of a $1 million prize pool and have their clips featured in a highlight video. More than 42,000 entries rolled in this year, up from last year’s 25,000. It’s become a treasure trove of content for all of 2020 that the brand can now leverage for earned, owned and paid advertising.
Ballard says the company’s marketing strategy has evolved from focusing chiefly on brand marketing in its early days of growth to educating consumers on the features of its products. People were getting lost in the customer journey, he said, which was something that consumer data and insights unearthed. Read on in AdExchanger for a look at how the brand segments its customers and how data informs its marketing strategy.
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