gopro: the official camera of fun
GoPro isn't the only game in town anymore. With new competition fighting for mind share, we needed to inject some new energy into our awareness messaging. I led the strategic positioning work and creative development. Our Consumer Insights team told us our fans think our products make their adventures more fun. Neuroscience told us that our brains simulate the emotions we see in others' faces. "The Official Camera of Fun" was born.
The campaign focused on two things — showing the diverse ways people have fun and focusing on their faces while they’re doing it.
The work outperformed all previously tested GoPro campaigns at eliciting the emotions of fun, excitement, joy and inspiration. In surveys, consumers noted that they felt GoPro’s are for everyone, which was not typically cited with prior campaigns. On YouTube, we saw a lift of 15% in ad recall and a 16% increase in video completion rate.
