GoPro’s initial marketing strategy was to use professional stuntmen and extreme athletes to showcase the abilities of its camcorders, like the Kelly Slater video below. It’s clear from this type of advertising that GoPro was looking to attract a very specific market segment: a young, adventurous type who wanted to share their exploits with the world.
The advertising strategy has yield two major benefits:
1. The marketing strategy caused a trend, and people wanted to be the next GoPro viral video star. GoPro embraced this; they allow users to submit videos and then packages and distribute it throughout the world via its YouTube channel. The major benefit of this trend? Free advertising.
2. The want and need to be the next GoPro viral video star has dramatically increased GoPro’s market share from 11% in 2011 to 45% in 2013.