Have you seen all the buzz on the internet surrounding this HD sports camera? I don’t know if it’s just me that I go on a lot of video DSLR blogs and youtube video marketing sites but I ALWAYS stumble upon some kind of ad promoting this awesome camera.
GoPro Hero’s video marketing campaigns are damn brilliant
First of all I want to say that I’m not an affiliate and I’m not getting payed to write this post but I’d like to highlight some things that in my opinion make their marketing strategy really stand out. You might be able to learn some powerful stuff from them if you look at the videos from both consumer and marketer perspectives.
I wasn’t going to blog about it here in this blog but this morning I found myself watching their promo video (which is set to repeat on their website) for like 3 times in a row. It just caught my eye and got me smiling all the way, three times in a row…
So what makes this HD camera so special?
For what I can tell it is a shockproof and waterproof HD camera that you can carry around everywhere without worrying about busting it or slamming it onto the floor. Unlike DSLR cameras, this bad boy will work in ANY type of scenario and it’s aimed for extreme-sports type of consumers (as you can see in the promo video down below), they call it the world’s best selling wearable HD camera for sports.
It has a built in super wide angle or fisheye lens, can do timelapse photos at 5mpx and shoots video in full hd quality, even at 60fps so you can get that beautiful smooth slow motion shots.
It comes with different support accessories like helmet, surf board, body straps and even a car mount.
But enough talk, here is one of their videos in case you didn’t watch them:
It might be the fisheye effect but I actually felt vertigo sick after watching this video (could be a bad breakfast this morning though).
Now let’s look at their actual viral video marketing strategies…
They have a YouTube partner account with around 70 videos of actual pros using, and enjoying the camera. Their tagline is “Go Pro, Be a Hero” and they focus on the emotions and sensations you feelwhile climbing down a snow covered mountain at lightning speed, when you are inside of a big wave tube in a tropical beach or doing a double backflip in the air with a motorbike.
So here is what they do:
- They sell emotions and sensations and experiences, not just a video camera. “Go Pro, Be a Hero”
- They use tribe leaders in different extreme sport niches. It’s made for pros, by pros.
- They focus on video marketing, because it’s always more touching than boring old sales letters.
- They don’t pushy-advertise all the camera features, they let you experience what it can do.
- They tell you it’s all about “YOU, in HD” (tagline at the beginning and end of the video)
- They price it high compared to HD pocket cameras but really low compared to DSLRs.
Their videos have over 11 million views on youtube and some of them were featured on youtube’s homepage for being original and remarkable, and I’m sure they also payed to have them featured as they seem to have a big budget for adwords and youtube promoted videos.
But anyway, people naturally share this stuff. And that makes them sell more cameras.
What can you do to model this company and sell more of your products or services? Leave a thoughtful comment below and someone might actually click your name to watch your website or youtube channel….
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