There will be an evolution and transformation from extreme sport’s based mentality and behavior in consumer attitudes towards GoPro. The goal is to present the action camera as an easy, operable, portable device that can be carried and utilized similar to a smart phone. This will eliminate a major consumer problem of carrying too many image capturing devices while traveling. The GoPro campaign will also eliminate the need of a bulky camera; preventing theft or destruction of one’s cell phone while both hands are occupied during leisure activities.
Secondary objectives include overcoming negative feedback by current market by emphasizing the adaptability and unique features and increase brand switching by converting one time users to repeat users. Social media will be utilized to generate good customer reviews and publish user content. The goal here is to gain emotional attachment between the product and consumer. Currently there are over millions of views and “likes” for GoPro video on social media; however, travel and leisure based content have far less. Advertising efforts will be directed towards disseminating the message, “this is your life, join the fun...GoPro” along with more travel based content.