Case Study: GoPro

Gopro

The Company:

Nick Woodman founded GoPro in 2002 after a trip to Australia, where he found that amateur photographers could not get close enough to produce the high-quality action photos of his surfing that he wanted. He developed the original GoPro camera and was introduced to Cesari Direct while selling prototypes at a trade show out of a Volkswagen van.

The Challenge

Woodman wasn’t just creating a new brand—GoPro ushered in an entirely new product category. As a private company with no outside funding for several years, every bootstrapped marketing dollar was precious. Cesari’s challenge was to generate direct sales on top of retail sales in order to build brand awareness and distribution.

The Insight

Above all, GoPro isn’t a camera brand. It’s a content creation brand, a consumer-centric engagement brand. GoPro allows you to document your life at its most exciting with professional-level video, anytime and anywhere, capitalizing on the tenets of social media by enabling users to share their content.

The Solution

Our negotiating skills save GoPro up to 60% vs. general advertising rates. On top of that, we need to actively engage the right people instead of just reaching them. That’s where Hybrid Media makes the difference by efficiently placing GoPro’s DR message in TV programming and online to maximize brand-customer interaction.

We uncover innovative, brand-building media opportunities including target-rich special events and sponsorships which have added 15% in total media weight at no extra cost to our client. These include ESPN’s Prime Time Sports Center, Tosh.0, Formula 1 Racing, and more.

The Results

GoPro sales rocketed to almost $600 million in just six years, establishing itself as the leader in its category and possibly the fastest-growing camera company in the world. GoPro gained national distribution at key retailers in 2011 and Founder/CEO Nick Woodman was featured on the cover of Inc. in February, 2012.

 

 

“Cesari Direct has been our guiding light and coach per our TV strategy. They have been a huge part of our success”

-Nick Woodman Founder & CEO of GoPro