GoPro: Advertising & Promotional Plan

Marketing Strategist & Lead Researcher

Time Line

Fall 2023 (Finalized December 2023)

Tools Used

SEC Fillings, Precedence Research & Gale Business Insights (Market Data(, Google Ads (Display & Video), Media Planning (Reach, Frequency, GRP), SWOT Analysis

Key Skill

Media Planning & Budget Allocation, Campaign KPI Setting, Pricing Analysis, Creative Strategy, Market Segmentation

The Challenge

  • A Shrinking Core Market: About 85% of Americans own a smartphone, making it the default camera for everyday moments and squeezing GoPro’s core action camera market.
  • Narrow Brand Perception: GoPro is seen as a camera made only for extreme sports, which shuts it out of the much larger casual and family market.
  • Price Pressure: Competitors like Insta360, DJI and Sony offer similar features at lower prices, so GoPro needed a way to grow beyond competing on specs.

The Strategy

  • New Product & Target Segments: Our team proposed GoProJr, a family-focused camera aimed at two segments: ages 11-26 and ages 27-38, young families who value capturing memories together.
  • Creative Strategy (my section): I developed the “Capturing Genuine Memories” big idea and wrote the slogan “GoProJr: Capturing Small Experiences to Create Big Memories.” I also chose a soft-sell, slice-of-life approach to connect the product to real family moments.
  • Media Planning (my section): I built the channel mix around social-first short video on Instagram and TikTok, ads placed in family films on streaming services, and cable time slots matched to the target audience. Campaigns were timed to launch at Christmas and back-to-school.
  • Media Math: I set reach and frequency targets and calculated 850 GRPs: 510 from social (85% reach × 6 frequency) and 340 from streaming (85% reach × 4 frequency).
  • Competitive Pricing: I benchmarked GoPro’s lineup to set GoProJr at $219.99, with a $187.50 launch offer priced 25% below the HERO11 Mini.

The Results

  • $250K Budget Allocated by Channel: 40% social ($100K), 25% Google Display & Video ($62.5K), 15% cable ($37.5K), 10% influencers ($25K), 5% traditional media ($12.5K), and 5% contingency ($12.5K).
  • Clear Campaign KPIs: Reach 80% of the target audience within four weeks of launch, supporting a $120M first-quarter sales goal.
  • Measurement Plan: The plan defined post-launch tracking for brand awareness, preference, sales, and market share, so the campaign could be adjusted based on real results.
  • Full Advertising Plan: We delivered a 30+ page integrated marketing plan covering creative, media, promotions, PR, implementation and evaluation.
Back to All Projects
Download Project (PDF)