Jose Palomino

Vision Marketing GoPro Style

July 17, 2015

GoPro – the company that straps a camera on your head while skydiving – was founded in 2002 by Nick Woodman when he first got the idea for his $500M+ company on an Australian surfing trip. He was frustrated with the inability of regular digital cameras to capture close-up shots of the waves while surfing. It was a seemingly inconsequential problem to have, but he found a solution nonetheless. Fast forward 13 years and the GoPro Camera name has become synonymous with extreme living and adventure. Their slogan: Be a Hero.

If you visit the GoPro Youtube Channel, you’ll see videos of people performing incredible  snowboarding tricks, kayaking in exotic locales, race car driving and extreme mountain biking… and everything in between. And it looks awesome. Each promotional video is exciting and makes me, as a viewer, want to do all of those things.

Their videos give me vision for how I’d want to live my GoPro-owning life (if I was 20 years younger and had less regard for my life and limbs.)

And that’s one of the reasons why GoPro has succeeded selling what is essentially a fancy, durable camera. They provide their customers with vision. When someone sees a GoPro video, it’s natural to imagine themselves doing the same exact things with their camera– cliff jumping, swimming with dolphins and doing insane surfing and snowboarding tricks in far off and exotic places. All of these things are great but, really, how many of us have time to skydive in Switzerland?

In other words, while GoPro has unlocked people’s imagination as to what they can do with their cameras– in actuality, though, what does a day in the life of an average GoPro owner look like?

Youtuber Braziliandanny showed just this, by using his GoPro to record a day in his office life, in a parody of a typical GoPro commercial (watch the video above.) Since its posting, the video has gained over 3 million views with mentions in Time Magazine and The Telegraph. I believe the reason this video is so popular is because many people find it amusing and relatable. Most people owning this camera aren’t going to be ziplining through the jungles of Costa Rica as much as they’re going to be going through their typical eight-hour work day.

The thing is, that despite the ironic truth behind Braziliandanny’s video, GoPro gives their customers a vision for how they could be living their lives– and that has fueled the success of this company based on a simple product idea.

When a company is able to not just sell a product or a service, but also a complete vision – they end up with a connection that’s worth more than the sum of the parts.

  • What are you doing to create a deeper connection between what you’re marketing and how your customers use it?
  • What other examples of product vision connections have you observed?

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7 Lessons on Marketing from Pokemon Go - Strategic Propostions
July 19, 2016 at 10:32am

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Lucy Kaith October 29, 2015 at 3:58am

One of the best article. Thanks Jose, to posting such a stunning article.


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