GoPro's Successful Marketing Campaign

The provided case study examines how GoPro successfully marketed their products using various marketing theories and strategies, including social media and branding. The company's effective approach resulted in increased sales and followers on their Facebook page.

Marketing case study for go pro
using consumer behaviour
theory

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of campaign.................................................................................................................1
Main Body.......................................................................................................................................2
Self-image congruence................................................................................................................2
Big Five Model...........................................................................................................................3
Social personality factors............................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Consumer behaviour is an important study of groups and individual which may help a
firm in making or manufacturing products and services according to their prospectives. This will
aid in increasing profitability level of the company at market place (Amin, Abdul-Rahman and
Abdul Razak, 2014). Present case study is going to include organisation named as GoPro that
manufactures electronic products like action camera, Video editing software and Mobile app.
Manufacturing is being done of products with keeping an eye on perspectives and behaviour of
consumers. Mostly they target customers who likes to live an adventures life.
Background of campaign
GoPro is US based company which is known for making as well as manufacturing world
famous camera. This firm founded by Nick Woodman in 2002 in which they famous for
capturing footage of all the extreme moments. “Be a hero” is a campaign which was created in
2017 by GoPro in order to grab attention of consumers in ample number so that their sales can
get enhanced. Basically, this firm target 14-40 age group of Men and Women in over the world.
Along with this, they also target businesses which requiring best and innovative ways of filming.
In this, “be a hero” is slogan of GoPro in which they promote their message of 'personal
heroism'. Furthermore, in which customers feel professional to itself. In addition of this, GoPro
has managed to grab most of market share with the percentage of 47.5 by producing quality
action cameras. Their cameras are mostly being liked or purchased by people who are filled with
passion. Furthermore, they also allow their customers to make part of marketing campaigns part
by motivating as well as influencing them to buy its cameras.
Mostly, GoPro's tag line is “Be a Hero” which directly connects them with targeted
consumers and in promotional campaigns they organises various sports and adventures events in
which willing customers can take part. Along with this, there are various famous athletes that
supports GoPro and are brand ambassadors that are helping organisation in promotional activities
(East and et. al., 2016). Long bike rides or other adventurous sports are mostly like by Men and
Women and they are the people who gets attracted with action cameras which has been made or
manufactured by them.
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Main Body
Understanding consumers behaviour is much essential for administration of GoPro in an
appropriate manner as this helps in taking effective decisions while doing promotion of products
and services which are being manufactured by them (Baker and Saren, 2016). GoPro has used
various theories in order to enhance the sales of their action cameras and are expressing
themselves in front of their customers. Along with this, according to the campaign firm has
introduced new and innovative products like cameras and TV so that to grab attention of people
from all over world. By using different theories GoPro is trying to make strategies through which
they can enhance belief of consumers in their products and become professional photographer.
Away from this, they have many rivals that are dealing in same sector like ION. Thus, it is must
for GoPro to understand their marketing strategies like ION believes and puts impact on main
sports and not on extreme ones. Few of theories that can be used by GoPro to grab attention of
consumers and to gain competitive advantages are given beneath:
Self-image congruence
This type of approach is very much helpful in understanding the consumers behaviours
while purchasing goods and services of a company (Smith, 2014). This model is enclosed with
self-image congruence, GoPro's users' experiences, satisfaction, and behavioural intention of
consumers. GoPro is trying to bring out professional image of common people in front of them
which is aiding them in enhancing its brand image at marketplace. Away from this, this model is
self motivating consumers as GoPro has made unique sort of promotional videos and have
uploaded in different social media applications that are being mostly used by people in all over
world. With the help of this, they are conveying a message “Personal Heroism” in front of
consumers.
This approach is also helping organisation in enhancing satisfaction level of consumers
by delivering them products (actions cameras) with great features like waterproof, shock proof,
with high quality pixels and so on. On the other hand, GoPro can also formulate a research in
order to better understanding of customers experiences and behaviours offering important
managerial implications can be done (Gao and Bai, 2014). Relationships with consumers or
clients can be enhanced by administration of GoPro by using this theory in an appropriate
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manner. Along with this, there is another model which is being used by GoPro is Big Five Model
while conducting the campaign in much more effective way.
Big Five Model
This type of model is totally based on common sort of language which may help in
understanding the personality. This includes various steps like factor analysis which has been
applied on gathered data that is related to personality. Campaigns name “Be a hero” of GoPro is
directly influencing the consumers or grabbing attention of people in their cameras. Personality
characteristics that are mostly important of peoples (Gunter, B. and Furnham, A., 2014). This
includes many things like language and, secondly, that more important personality characteristics
are more likely to be encoded into language as a single word. Some of steps or elements that are
being enclosed under this model which has been used by GoPro in an appropriate manner.
Openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism.
Evaluation of these factors are given beneath:
 Openness to experience: This type of trait is enclosed with features like imagination and
insight and high or adventurous people who likes to enjoy their lives and keep memorable
moments for a longer period of time. GoPro, has already understood this and
manufacturing action cameras with great quality which can be used roughly as much as
consumers want. Along with this, it includes two type and these are people can be with
high or low traits.
◦ People with high traits are more creative and loves to try new things.
◦ Person with low traits do not like alterations, may not enjoy new things and shows
resistance in using new ideas (Rödiger and Hamm, 2015).
 Conscientiousness: This element in much related with high thoughtfulness and with good
impulse control along with this, GoPro has also made their target to people who are much
goal directed or oriented. This factor has also included with both high and low traits.
◦ Individuals who have high conscientiousness are mostly spends their time in
preparing plan in order to achieve goals and objectives.
◦ People with lower traits are such a mess and do not follows proper dislike structure.
 Extraversion: This element is much filled with excitability, sociability, talkativeness,
assertiveness, and along with high or heavy emotional expressions (Horner and
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Swarbrooke, 2016). These kind of individuals get energy from social meeting or from
group discussions. Along with this, these people are filled with energy and stays reserved.
◦ People who rate high on extraversion, starts conversations by their own and likes to
meet new people.
◦ Person who are low on extraversion, may not like meeting new people and stay much
reserved.
 Agreeableness: GoPro, mostly use this type of factor in order to gain trust of consumers
which have altruism, kindness, affection, and other sort of attractive behaviours.
Consumers that have high traits under this element may help others and have cooperative
nature (Möhlmann, 2015).
◦ They are the people who cares for others.
◦ People with low traits of this element may take less or diminutive interest for others.
 Neuroticism: This factor includes things like sadness, human behaviour like rapid change
in emotions and so on.
◦ Individuals who are high in this context may experience heavy stress.
◦ Lower traits under this stays much relaxed.
Social personality factors
There are various elements which should be considered by administration of GoPro that
are enclosed with inner- to outer-directedness. With the help of this model, GoPro has gained
many advantages when campaign was running which helped them in making cameras according
to the taste of their consumers. They have used various applications like Facebook, Instagram,
Twitter, YouTube and many other social media's in order to make effective marketing strategies
so that promotion can be done of action cameras with the help of these activities enhancement
can be seen in both consumers and in followers as well of customers.
In order to keep up the adrenaline rush in consumers while attending the campaign using
of Rock music may aid GoPro in different ways. Along with this, after successfulness of this
campaign firm has located various positive results like enhancement in their sales and in
followers as on their Facebook Page (Rani, 2014). Sales is being rapidly increasing by taking
many initiatives from GoPro and with using various theories of branding.
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CONCLUSION
As per above mentioned case study, it has been concluded that with the help of
successfulness of a campaign, GoPro have carried great and positive belief of consumers in an
appropriate manner which may helped them in sustaining at marketplace for a longer period of
time. With the help of various theories this organisation has introduced their products and
services among their consumers in much more effective ways.
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REFERENCES
Books and Journals
Amin, H., Abdul-Rahman, A. R. and Abdul Razak, D., 2014. Theory of Islamic consumer
behaviour: An empirical study of consumer behaviour of Islamic mortgage in
Malaysia. Journal of Islamic Marketing. 5(2). pp.273-301.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
East, R. and et. al., 2016. Consumer behaviour: Applications in marketing. Sage.
Gao, L. and Bai, X., 2014. Online consumer behaviour and its relationship to website
atmospheric induced flow: Insights into online travel agencies in China. Journal of
Retailing and Consumer Services. 21(4). pp.653-665.
Gunter, B. and Furnham, A., 2014. Consumer Profiles (RLE Consumer Behaviour): An
Introduction to Psychographics (Vol. 5). Routledge.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Möhlmann, M., 2015. Collaborative consumption: determinants of satisfaction and the likelihood
of using a sharing economy option again. Journal of Consumer Behaviour. 14(3).
pp.193-207.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review. 2(9). pp.52-61.
Rödiger, M. and Hamm, U., 2015. How are organic food prices affecting consumer behaviour? A
review. Food Quality and Preference. 43. pp.10-20.
Smith, N. C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.
Szmigin, I. and Piacentini, M., 2014. Consumer behaviour. Oxford University Press, USA.
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