This marketing strategy serves as a model for how to effectively use customer experiences. Provide incentives for customers to utilise and share their experiences with your product or service to boost user-generated content. Soliciting and repurposing material that shows actual people using your products has long been a recommended strategy for business-to-consumer (B2C) social media marketing efforts. It combines verification of data integrity, data visualisation, and user-generated recommendations.
When your product enables your customers to take excellent photos and films, showing is better than explaining, and few businesses have embraced User Generated Content (UGC) as well as GoPro. GoPro has discovered the ideal platform to cultivate the dedicated fan base it needs to remain at the forefront of the minds of its target demographic: the world’s most daring customers.
Nevertheless, unlike other UGC approaches, GoPro seldom shows the actual product being used. This is fine with the company since it shows that its most dedicated customers are using the device as intended: to record breathtaking footage and photographs of extreme environments.
In light of the importance of user-generated content (UGC), GoPro has implemented several incentive schemes.
Creators are encouraged to submit their finest GoPro recordings, clips, and images as part of the GoPro Awards campaign in the hopes of being recognised and compensated. There are other ways to win during the campaign, such as the “Photo of the Day” contest, the “Anything Awesome” contest, and the “Be a Hero” contest. Several types of content creators, such as mountaineers, sportspersons, professional photographers, and amateurs, are encouraged to participate in each challenge. The GoPro marketing strategy is brilliant since it not only gets consumers to buy the product but also helps them connect with others who have an interest in photography.
The GoPro Awards reward exceptional footage across several categories with gear, money, tags, and re-shares from GoPro’s official social channels. For submissions to the Million Dollar Challenge, only the most recent high-end cameras are accepted, and any user who has a clip included in the brand’s epic, year-end highlight reel will get an equal portion of $1 million. A great way to demonstrate the superiority of your product?
Consumers who use a GoPro and submit images, raw videos, and edited clips for consideration in the GoPro Awards programme may have their work featured on the GoPro Channel, the company’s brand licencing platform. Creators may contribute works in several genres, such as animal, racing, musical, travel, and action. According to GoPro, “material that emotionally engages, amazes or excites” will be chosen. Winners get $500 for images, $1,000 for raw video, and $5,000 for edited films with an annual payout of $5 million.
Throughout 2015 and 2016, GoPro says it paid out over $1 million in rewards to artists across the globe. The winners also had their movies posted on GoPro’s YouTube channel, which attracted millions of views for the best submissions.
Among the 196 countries where the GoPro programme was available, over 226,000 entries were received. More than 23 million people worldwide saw some kind of GoPro Awards footage.
It also emphasizes the wide range of genres that GoPro camera users are exploring. The most popular video tells the tale of a family who discovered a frozen kitten in the snow and, despite their fears that the kitten was dead, managed to bring it back to life. There have been approximately six million views of the video.
The success of GoPro can be traced in part to the company’s efforts to make it simple for its customers to share the content they’ve created with their friends and followers on social media platforms like Facebook, Twitter, and Instagram, and even earn rewards for doing so.
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