GoPro, the iconic action camera company, didn’t just build a product—it built a global community of adventurers, athletes, and creatives who became the brand’s greatest influencers. Rather than solely relying on traditional influencers with large followings, GoPro took a different approach, turning its everyday customers into influencers through a powerful user-generated content (UGC) strategy.
The Power of User-Generated Content
GoPro’s marketing genius lies in its ability to inspire customers to create and share their own content. The brand encouraged users to capture their most thrilling moments—whether surfing massive waves, snowboarding down treacherous slopes, or skydiving from extreme heights—and share them online with the hashtag #GoPro. In turn, GoPro would feature the best user-generated videos on their social media channels, website, and even in advertisements.
This strategy not only created a massive library of content for GoPro to use but also made customers feel like they were part of an exclusive community. Every GoPro customer had the chance to be a brand ambassador, giving them a sense of ownership and pride.
Authenticity That Resonates
GoPro’s UGC approach gave the brand an edge because it focused on authentic content. Unlike highly polished, celebrity-driven campaigns, the videos shared by everyday GoPro users showcased real-life adventures, raw emotions, and genuine experiences. This authenticity resonated deeply with GoPro’s target audience—those who sought adventure and lived for the thrill.
By leveraging UGC, GoPro avoided the pitfalls of overly manufactured influencer campaigns. Instead, they created a marketing ecosystem where the content was real, relatable, and aspirational, encouraging potential customers to get out and create their own GoPro moments.
Influencing Without the “Influencers”
While many brands spend large sums on celebrity endorsements and mega-influencers, GoPro’s strategy thrived on everyday people. However, GoPro also worked with athletes, extreme sports influencers, and adventure content creators to further amplify its brand. These influencers would push the limits of what GoPro cameras could capture, producing breathtaking content that their followers wanted to emulate.
By balancing UGC with influencer-driven campaigns from top athletes and adventurers, GoPro created a well-rounded strategy that appealed to both casual users and extreme sports enthusiasts.
A Viral Marketing Machine
The virality of GoPro’s user-generated content was unprecedented. With millions of customers posting their own GoPro videos and photos across platforms like Instagram, YouTube, and TikTok, GoPro built an organic, ever-growing stream of brand promotion. The hashtag #GoPro has amassed over 50 million posts on Instagram alone, showing the scale of their UGC strategy’s reach.
This content was not just limited to social media. GoPro frequently featured user-generated videos in its official marketing campaigns, commercials, and even on their YouTube channel, which has millions of subscribers. This strategy kept marketing costs down while creating a constant stream of new content that was exciting, relatable, and aspirational.
The Results Speak for Themselves
GoPro’s user-generated content strategy led to unprecedented brand growth and recognition. By harnessing the power of its community, GoPro became the go-to brand for anyone looking to capture their adventures, whether they were professional athletes or hobbyists. The brand’s stockpile of authentic content allowed it to consistently engage with its audience without needing to rely on traditional advertising methods.
Want to Build a Community-Driven Influencer Campaign Like GoPro?
With Wobb, you can tap into the power of user-generated content and influencer collaborations to create authentic, community-driven marketing campaigns that resonate with your audience.
Here’s how Wobb can help:
- Influencer Search & Filtering: Find influencers who align with your brand values, niche, and audience, or turn your customers into brand ambassadors just like GoPro.
- Creator Marketplace: Post your campaign and receive applications from influencers excited to work with your brand.
- Campaign Management Tools: Manage multiple influencer collaborations and track performance in real-time from a single platform.
- Real-Time Analytics: Measure the success of your UGC and influencer-driven campaigns, tracking engagement, ROI, and community growth.
- Payout Management: Automate payouts and set milestones to ensure seamless collaborations with influencers.
- Hands-On Support: Wobb’s team provides free onboarding and expert guidance to help you create a successful influencer marketing strategy from day one.
Transform your influencer marketing efforts with Wobb and start building the kind of community that makes your brand unforgettable. Sign up now to create campaigns that inspire real engagement and drive meaningful results.
GoPro’s user-generated content strategy showcases how a brand can turn everyday customers into influencers, generating authentic and viral content at scale. With Wobb, you can take the same approach—creating powerful, community-driven influencer marketing campaigns that build lasting connections with your audience.