GoPro the manufacturer of action cameras that are mostly used in adventure sports, has successfully managed to cater for their content for their target audience.

How did they manage to do this you may ask?

GoPro is one of the many companies that have allowed their consumers to take rein of the content they use for marketing. In fact, they have run with the idea of letting the product advertise itself through user-generated content. Most of GoPros’ brand content are well edited video compilations of users doing some activity that they love.

The company decided to take the user generated content strategy to the next level by creation the Million Dollar Challenge which consisted of users submitting videos for the chance to win a million dollars. Through this challenge GoPro used the winner’s video to create a marketing campaign, which was highly successful, not only by encouraging users to share their videos but also by creating free marketing content.

GoPro really understood the notion that users are not just potential customers, but that at the end of the day they are also brand ambassadors. They used their target market to generate their content. By doing this they reduced their marketing expenses massively, as their users are happy to be sharing their adventure videos and promote the brand.

If you would like to add a user generated content strategy to your marketing contact us at The Hive for a free strategy session.