During the Data Informed Creative Strategy course we analyzed GoPro data to uncover a core brand problem and develop a completely new communication strategy.
GoPro
Despite expanding beyond extreme sports, half of GoPro customers are still adventure seekers. While content creators are growing, the family segment remains a surprisingly small niche.
MARKET SEGMENTS
Families
10%
B2B
15%
Content creators/Vloggers
25%
Extreme athletes
50%
To understand why families avoid GoPro we investigated the underlying human problem. Through targeted surveys we developed two key personas to guide our new strategy.
Using The 4 Points Method we connected the human problem with a unique brand advantage. This approach led us directly to a powerful insight and a compelling new strategy.
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 celebrates the messy, chaotic reality of family life. We turn the overwhelming moments parents are already living through into beautiful memories worth capturing.
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