Originally built for extreme sports, GoPro has expanded beyond that niche.
 But adventure sports still account for 50% of their costumers. Even though casual users and content creators are becoming more important, the family segment remains a very small niche.

Having identified the core brand problem, our next step was to uncover the underlying human problem and explore how GoPro could solve it. Specifically, we needed to understand the reasons behind GoPro's low market penetration among families. Through targeted surveys, we developed two representative personas to help guide our strategic direction.

Understanding the human problem behind the brand problem is essential for crafting an effective communication strategy. To achieve this, we utilized The 4 Points Method (Problem, Insight, Advantage, Strategy), a strategic framework designed to create sharper marketing by connecting a human problem with a unique brand advantage through a fresh insight, resulting in a compelling strategy.

Starting from the human problem, we first identified the brand's edge, the undeniable advantage that could directly address this issue, and then uncovered a powerful insight.

Advantage
GoPro works without demanding your hands, attention, or protection.

Human Problem
Parents believe GoPro is another device to manage in an already overwhelming daily life.

Insight
Parenting redefines 'extreme' in everyday life.

GoPro Identity

Extreme sports are unpredictable, fast and impossible to control, just like parenting.
 What once captured athletes can now capture the beautiful chaos of family life.

Credits.

Anna Nowak-Otto
Course Mentor

Giovanni Bertini
Creative Strategy, Images Production

Sonia Ariz
Creative Strategy

Santaro Miyakawa
Creative Strategy

Tools.

Adobe Photoshop
Chat GPT
Google Gemini