This document outlines GoPro's plan to launch an online marketplace for user-generated action camera content. It provides an overview of GoPro's business and market analysis, then details the objectives, target audiences, positioning, and integrated marketing campaign for the new GoPro Marketplace. The campaign will use public relations, social media, advertising, experiential marketing, and co-promotions to generate content, promote the marketplace to users and buyers, and increase monetization of GoPro footage. The goal is to transition GoPro from an action camera company to a media company and platform for crowd-sourced video content.

1. Integrated Marketing Campaign

2. What We Do
Start in 2004
Our focus: enable engaging self-capture during virtually any activity
Our business: mountable and wearable cameras and accessories

4. 2011 2012 2013 1Q 2014
Business Overview
2010
2011
2012
2013
1Q 2014
Revenue Cost of Revenue Net Income
$234.2
$526.0
$985.7
$235.7
$24.6
$32.3
$60.6
$11.0
$111.6
$298.5
$623.9
$139.2
$64.4
1.145
2.316
3.849
852
Units Shipped

5. Market Analysis
Introduction Growth Maturity Decline
GoPro &!
Action Cameras
Traditional consumer!
video cameras
Competitors:
Pressure on prices
4 direct – same action cameras category
Traditional camera manufacturers
Numerous consumer
electronics companies
Any other product
that has a camera
#1
by sales

6. Threats!
• Established and well-known
worldwide brands
• Competitors’ prices
• Mobile devices
SWOT Analysis
Opportunities!
• Creating a crowd sourced media pool
and earn money by converting them
into company's IP
• Brand enthusiasts on multiple social
platforms
• Creating POV content from daily life
without having a sketch
Weakness!
• High device costs
(new tech. acquisition)
• High marketing costs
(events, sponsorships)
• Poor product line
(focus on extreme sports)
Strengths!
• Charismatic brand
• Wide range of accessories
• High brand recall
• High quality perception

7. Opportunity
11+Million
2000+
Videos
14+Million
5%

8. Recommendation
Media Company

9. GoPro Market Place

10. POOR Analysis
P
O
O
R
Action cameras will be a commodity
Transition to a media company
Making more money
Create a media platform (user generated content)

11. Situation Analysis
Controllable and uncontrollable elements:!
• Hard to guarantee the quality of the content produced by
consumers/camera buyers
Barriers for business:!
• The complexity of video editing processes
• GoPro is not a media company and the market doesn't have
the perception of us as a media company

12. Market Place Objectives
By the end of 2014, launch the Market Place and increase the number
of users uploading content from current 5% to 65%.
By May 2015, gain $5M in content sales.

13. STP
Segmentation: Content Creators Segmentation 2: Content Buyers
Target: GoPro users and
potential new GoPro buyers
Target 2: Photo and Video Buyers
(agencies, TV networks, etc)
Positioning: Online market place to share, sell and buy content with a
unique perspective

14. Steak & Sizzle
Market Definition: Make money by
sharing experiences in an easy way
Market Definition 2: Acquire quality
content with an unique perspective
Product Definition: Video & Photo Stock

15. IMC Plan Objectives
Informative:!
• Let current and new GoPro users know that they have a online market
place – a platform to share and sell the content created by them using
GoPro
Persuasive:!
• Stimulate people to make and share their content in a more meaningful
and quality way
• Stimulate content buyers to use our platform

16. IMC Plan
LaunchingPre-launching Post-launching
Closed Beta Open Beta Open

17. Pre-launching
Objective: Generate content for the Market Place
Teaser:!
Send a teaser using current users’ database and invite them to register
(landing page):
!
“Soon it will be an online space for all GoPro users to make money using your
amazing content. Register now and we will keep you updated"
Closed Beta Invitation:!
Select great GoPro content producers and send them an invitation to upload the
content to the Market Place

18. Launching
MarketPlace
Marketing PR
GoPro Channels
Advertising
Co-Contest
Experiential
Objectives: !
• Keep stimulating users uploading content
• Let content buyers know about the new platform
• Spread out the news about our MarketPlace

19. PR plan
Media (journalists and bloggers)!
• Press conference
• Press-release
Influencers Outreach!
• Kit #GoProMarketPlace to 20 influencers
(Camera, Name badge “GoPro Producer”,
Guideline to use the Market Place)
Ambassadors!
• Pre-launching event to 20 ambassadors in 3 different cities
in US to present them the MarketPlace

20. GoPro channels
Social Media!
• Seeding (direct message)
• Posts on Facebook and Twitter
• #GoProMarketPlace
• Promotional video on YouTube
GoPro Product Box!
• Information about the Market Place
Webinars
Database Marketing!
• Newsletter to our subscribers

21. Advertising
TV!
• Sports (i.e.: Fox Sports, ESPN)
• Adventure (i.e.: Discovery Channel)
• Life Style (i.e.: FoodNetwork)
Magazines!
• Tech (i.e.: Wired)
• Business, Trade, etc (i.e.: Inc.)
• Specialized (i.e.: Videomaker)
• Sports (i.e.: Surfer)
Websites/Blogs/Portals!
• Tech (i.e.: Mashable.com, engadget.com)
• Mommy blogs
Google AdWords

22. Experimental
Workshops!
• Main store sellers (Retail partners)
• Current events that GoPro already
participates in and host (i.e.: X Games)
Potential Client: J&J, P&G!
• Challenging: give cameras to 10
mommy bloggers to produce content
• Result: video Ad “We love be mommy
with #GoPro”
Trade Shows!
• I.e.: MipCom (Oct 2014)
!

23. “Share your best content on #GoProMarketPlace and get a chance
to have your material used by global brands/companies”
Co-contest
A scalable way to help incentive the audience is to create
quality content with a purpose.
Examples:
• Expedia Travel Agency: “Share your #BestTravelMoment on #GoProMarketPlace”
• National Geographic Magazine: “Share your best #AdventureShoot on
#GoProMarketPlace”
• Mini Cooper: “Share your best moment #OnTheRoad on #GoProMarketPlace”

24. Social Media

25. Online banner

26. Magazine Ad

27. Billboard

28. Video

29. Post-launching
Objectives: !
• Keep stimulating users to upload content
• Stimulate content buyers to acquire content from the MarketPlace
• Keep spread out the news about the MarketPlace
Campaign: !
• Social Media/Webinars
• PR (Press-release, influencers)
• Ad (Online, TV, Magazines, Google Adwords)
• Trade shows (i.e.:. Mipcom, MIPTV, NABShow)
• Promotion (Discount for the content buyers)
• Co-contest, Co-productions, etc

30. Camcorder!
industry
What’s next
Market Place
GoPro!
users
Digital photo!
industry
Mobile phone!
industry
Media!
industry
Advertising!
industry