gopro: HERO13 LAUNCH
HERO13 was the first GoPro to offer a suite of interchangeable lenses — radically expanding the types of shots that are possible with an action camera. I led the in-house Creative and Integrated Marketing teams responsible for launching HERO13 Black and the HB-Series Lenses.
With a significantly expanded value proposition, we focused on communicating the basic concept of a lens system at the top of the funnel. This meant hard working assets that had to both educate and excite.
INFLUENCER TESTIMONIALS
In addition to creating product lust and communicating that HERO13 has a new lens system, we wanted to leverage real creators and influencers to bring these products and their benefits to life. Our videos—across social, advertising, long-form and short-form—put influential creators at the center of the stories. We included influencers across traditional GoPro activities as well as unexpected activities like cooking and watercolor painting.
MOBILE-FIRST EDUCATION & SHOPPING
Our website is a destination for education as well as direct-to-consumer sales. With 85% of all GoPro customers coming to our site for research—regardless of the channel they purchase at—the balance of education, inspiration and commerce is critical. Our mobile-first storytelling approach allowed us to interact with consumers on their terms and without compromising on creativity or comprehension.
PRODUCT IMAGERY
All product renders were done in-house with our Photo and 3D teams. Incorporating photographers into our 3D team brings deep, practical knowledge of lighting and optics to digital renders. We wanted to create a sense of product lust through striking visuals that position the camera and lenses as a premium imaging system. At the same time, we needed these visuals to educate the consumer on basic functionality.
PACKAGING
Our team develops all packaging programs in-house; from internal tray and form design to materials exploration and overall art direction. In addition to the core HERO13 Black SKU, we also designed packaging for the Creator Edition of the camera and VIP kits that were sent to influencers, reviewers and partners.
RESULTS
In the first week alone, our marketing activities generated more than 1,730 articles and 80+ YouTube video reviews. With a focus on quality over quantity, we generated 26% more social impressions year-over-year with 46% fewer posts. Also in the first week, our launch video became the most viewed native post on our channel in 16 months.
