GoPro might have the best brand content around
When it comes to filming yourself skiing or skateboarding or base jumping or driving race cars — pretty much doing anything you’d want to capture with high-definition action footage — the GoPro camera is usually the go-to device to strap on. And it is thanks to its active, content-creating user base that GoPro has been able to create a successful branded content strategy.
GoPro started as a pet project by Nick Woodman, the brand’s founder and CEO. At just 26, Woodman took a break from the working world after his gaming and marketing company Funbug went bust in 2001, and he went on a surfing safari. It was on his travels that he realized he wanted to come up with the perfect wearable camera to capture his wave-riding adventures.
He created the first prototypes that year, and by 2002, he founded GoPro. Fast forward 10 years. In 2012 alone, GoPro sold 2.3 million cameras — at anywhere from $200 to $400 a piece — according to Forbes, and today, Woodman is a billionaire. GoPro also just announced it is filing for its IPO. Part of what has helped make the GoPro brand so well known has been the wealth of GoPro content, from both users and the brand itself.
GoPro’s video content strategy hinges on showcasing its users’ GoPro footage through features like “Video of the Day” and “Photo of the Day,” which the brand shares on its four YouTube channels and across social. Its 1,591 videos boast more than 1.78 million subscribers, and more than 416.6 million views.
The company’s production team scours the planet for beautiful videos for its “GoPro Hero3+ Adventure Series,” which features videos about surfing in Indonesia, for example, or lions in their natural African habitat. GoPro also partners with star athletes like Olympic snowboarder Shaun White and pro surfer Kelly Slater to get them to capture and share their GoPro action footage and share it.
But perhaps the biggest GoPro content coup so far was its partnership with Red Bull in 2012 for the viral, record-breaking “Stratos” stunt that featured Felix Baumgartner jumping from a space pod 128,000 feet above Earth. The “Stratos” video, which includes footage captured on GoPro cameras, is one of the most-viewed branded video campaigns of all time. According to Visible Measures’ “True Reach” metric, which takes into account viewership from the videos uploaded by the brands themselves, as well views for copies and derivative content like video responses, parodies, mixes, and mashups that are posted by users, the “Stratos” video has gotten 229 million views.
But because Red Bull got most of the credit and attention for that stunt, GoPro just recently revived its “Stratos” GoPro camera footage for a Super Bowl spot in 10 markets, along with an online eight-minute version. Just since this past Sunday, GoPro’s “Red Bull Stratos – The Full Story” video has gotten more than 1.6 million views. The Super Bowl spot has gotten more than 1.2 million views.
According to Visible Measures’ True Reach numbers, the campaign content has gotten a total of 10.3 million views, 16,655 tweets and 330,035 Facebook interactions, making it GoPro’s fifth most-viewed video in under a week.
In case you haven’t seen them, here are the five most-viewed G0Pro videos according to YouTube views:
1. GoPro HERO3: Almost as Epic as the HERO3+
2. Fireman Saves Kitten
3. The HD HERO2: Almost as Rad as the HERO3
4. GoPro: Backflip Over 72ft Canyon – Kelly McGarry Red Bull Rampage
5. GoPro: HERO3+ Black Edition: Smaller, lighter, mightier still.
With user-generated content on the rise, platforms are emerging to support this new type of creator
In 1996, Bill Gates infamously stated that “content is king”. In 2021, it might make sense to append “user-generated” at the beginning of that statement.
‘Every brand has a purpose’: A collective of women’s health brands rally against Texas’ new abortion law
In light of Texas' recently passed abortion laws, women's wellness brands took at a full-page ad in the New York Times to respond.
This search marketing pioneer is running for office, but search is not the most important part of his campaign playbook
Search and digital marketing vet Kevin Ryan is avoiding search in favor of Facebook ads in his small N.J. Assembly campaign, but says nothing beats in-person voter contact.
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
‘Continue to ebb and flow over time’: Denny’s chief brand officer on how consumers’ moods inform brand messaging
Digiday caught up with Denny's chief brand officer to understand how he's thinking about marketing now, what changes stay past COVID and how the brand is thinking about working with college athletes.
Apple poised to reshape online advertising as investment and influence grows
Between recent tech updates and announcements that reshape advertising, it will be Apple marketers turn to now for leadership on privacy issues that matter to their media spends.