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GoPro also features campaigns where users have the chance to win different prizes if they contribute to the platform.

GoPro themed a recent campaign Be a Hero and is using a variety of outdoor ads, brand related sponsorships, and even a firefighter’s original video.

Gopro campaigns are very long

Gopro focuses on youngsters only.

Canon
Canon shifts to become a ‘storytelling’ brand in latest campaign targeting younger audiences

Canon is very interactive and have very interesting ideas like Canon Europe challenged elite Parkour athletes Storror to cross continents from Europe into Asia by any means possible.

Canon focuses on people and not products like their live story.

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Sources: https://global.canon/en/business/global-marketing.html

·     Canon has always emphasize on the value adding features to the consumer, which involves 3 key features: humanity, enterprising spirit and the emphasis on technology.

·     Canon Inc. uses an active marketing communication strategy and it includes public relations, advertising and trade shows. Detailed information of the product is available to the potential customers through websites, social media and printed articles.

·     Canon’s workshops are particularly effective as it reaches out to potential customers at an early stage, to become loyal customers of Canon. Canon also holds events such as Canon EXPO and Canon Photo Marathon with an aim to promote the culture of photography. For its consumer-focused businesses, Canon Europe will promote the value of capturing, saving and sharing images under the theme “Live for the Story” while marketing its brand at such industry events as the Photokina 2018 imaging expo.

·     Canon also provides attractive offers with free gifts and promotional discounts for services to attract customers. Canon has always maintained affordable prices for its product => easily accessible to the consumers.

Lastly, Canon also uses famous international celebrities for the advertisements and promotional events, such as Bollywood actor Amushka Sharma, their

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http://modernmediamix.com/are-you-a-hero-an-analysis-of-gopros-marketing-strategy/

-      User Generated Content: Many of GoPro’s ads in the past have one thing in common: they were all created from User Generated ContentGoPro’s customers construct their ads for them by submitting videos of themselves using the product in the field. On the one hand, GoPro accomplishes the task of “showing rather than telling” in regards to advertising the product and on the other hand GoPro does not have to coordinate a brainstorm session for their next commercial idea; users do it for GoPro and all GoPro has to do is pick their favourite videos.=>interactive; receiving feedback from users, spillover effects, reliability.

-      GoPro is a sports camera, it is designed to capture adventure or sport. It is been popular for shooting timelapse, handheld videos for vlogs and underwater videos=>it sellsthe idea of personal heroism. GoPro’s name and its slogan “be a hero” all connect back to the main theme of personal heroism by allowing the user to feel as if they are a professional

-      Because of GoPro’s connection with its customers on many social media platforms (YouTube, Facebook, Twitter, etc.) it is able to reinforce brand loyalty by creating the opportunity for a user’s content to be used to sell the product. This connection via its user-centered marketing strategy and a product that is customizable, has a compact design, and is user-friendly is what has allowed GoPro to become one of the most successful camera companies in history.

-      Partners with well-known athletes and musicians

-      Partners with travel brands

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GoPro
https://motocross.transworld.net/videos/gopro-gautier-paulin-2018-mxgp-of-turkey/

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GoPro

Facebook

10M likes in total

different countries have different particular fanpages (according to facebook region setting)

sharing photos/videos shot by GoPro, mostly about extreme sports

Instagram

14.3M followers

using hashtag #GoPro #GoProTravel >>> UGC >>> share to official Instagram : photo of the day

Twitter

2.27m followers

sharing photos/videos shot by GoPro

basically, GoPro uses all social medias in the almost same way (as a channel to share the photos and videos shot by GoPro)

they focus on UGC to let followers know what would photos be like by using GoPro

Canon

Facebook

different fanpages for different countries

Canon UK — 190k likes in total

sharing photos shot by Canon, videos about photography

Instagram

CanonUK — 391k followers

share photos shot by Canon

#liveforthestory

Canon_Photos — 2.5m followers

not sure if this is an official account for Canon

share photos shot by Canon

Twitter

CanonUK — 66.3k followers

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GoPro https://gopro.com

online store : cameras, accessories

app

GoPro Plus : a premium membership (auto cloud backup for unlimited photos and videos, accessory discount)

help : customer support

Support Hub : a platform that everyone can post their questions or answer others’ and interact with other gopro users    #interactive

GoPro Channel : video channels including videos shot by GoPro

Canon  https://www.canon.co.uk

product introduction #detailed

official store

get inspired : article about how to use Canon cameras, photography skills

support / help

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revenue and income have decreased in the recent two years

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offer $1000 to encourage people to make a vedio

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- target consumers
before:
below 45, young adults
like travel/sports lifestyle
a niche market

- a change:
'be a hero' ampaign for hero 4 (now is hero 7)
supposed to attract their target consumers, but unexpectedly attracted who are not keen on sports and use the gopro to record their lives, like firemen or make films

- new target aduience
people who enjoy sharing experience but may not related to sports
(maybe new strategy is not longer focus on extrme sports)

- also use in eduction/research

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no1 in UK market in 2017

https://www.statista.com/statistics/305199/leading-camera-brands-in-the-uk/

one of the most reputable companies worldwide in 2018

https://www.statista.com/statistics/516403/most-reputable-companies/