I bought my first GoPro camera in 2012. Before the purchase, I watched hours of spectacular footage of GoPro athletes engaging in reckless activities. For some reason, I tough the camera would have brought me to experience and film the same amazing adventures.
As I witnessed myself, the company managed to make the brand a status symbol. It is impressive how most of the people who are willing to buy the camera want to identify with the GoPro motto “Be a hero”.
The successful value proposition comes with an effective marketing strategy that not many brands managed to implement. In this perspective, the remarkable number of customers’ videos on You Tube is the main source of the brand’s promotion. Throughout the first quarter of 2014, people watched over 50 million hours of videos with the GoPro brand name involved.
In order to advertise its products even more, GoPro is also in the process of becoming a media company. Moreover, the brand is still looking for new ways to bring a well-rounded experience and has been planning to introduce a new cloud service.
By selling a lifestyle and not just a hardware, GoPro developed a brand that has a clear differentiation strategy within the competitive camera business. If the company successfully evolves into a media company and introduces a useful cloud service, than its popularity might persist.
Credits
Lapowsky, Issie. “Why GoPro’s Success Isn’t Really About the Cameras.” Wired.com. Conde Nast Digital, 26 June 2014. Web. 04 Oct. 2015.
Burns, Matt. “Inside GoPro’s Ambitious Plan To Connect Their Cameras To The Cloud.” TechCrunch. WorldPress.com VIP, 9 June 2015. Web. 04 Oct. 2015.
Seward, Zachary M. “What GoPro Means When It Calls Itself a Media Company.” Quartz. N.p., 19 May 2014. Web. 05 Oct. 2015.