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An integrated marketing campaign delivers a unified message about a product or a service to potential clients. One such example is GoPro’s strategy of promoting its durable action Hero cameras by suggesting to people that anyone could be a hero. The company challenges current users to make videos using GoPro cameras and submit footages to be operated in the business’s marketing. GoPro advertises its products by transmitting Be a Hero messaging across various channels. Some marketing and media elements employed by the corporation are videos and photos on the GoPro website, TV, social media platforms, and billboards. Overall, it appears that the public’s attitude towards the campaign is quite positive.
I think that the effectiveness of GoPro’s advertisement approach can be explained by the high involvement of real customers who share their experiences of regularly utilizing the company’s cameras. Moreover, GoPro used one clear statement on diverse channels, from promotions on the street to those on the Internet. However, I would do some things slightly differently to better appeal to potential buyers. One of the main visuals of the campaign is a video featuring distinct people in many locations doing various activities. While the final edit is very exciting, I would probably create more separate tapes focused on specific content. For instance, I would unite footage of mountains in one video and those portraying animals in another. Consequently, I would promote each to relevant customer groups depending on their interests. Additionally, I would change the main picture that is used in the background of the challenge’s webpage because it makes the text with description difficult to read. Nonetheless, GoPro’s campaign seems to be well-organized, engaging, and nicely executed to attract new customers.
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