GoPro Leverages User-Made Content
Have you ever wanted to know what it's like to jump out of a balloon on the edge of the stratosphere? Or ride the perfect wave? Now you can experience some of the thrills thanks to GoPro camera users. The manufacturer and marketer of a line of high-definition, wearable cameras, GoPro knows that sharing such adventures drives interest and sales. It has made user-generated video the center of its email and social strategy.
Each week, the company sends an email topped with a "Video of the Week." See the slideshow below for a breakdown of a recent effort and to see how GoPro leverages user content to build its brand and acquire new customers.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.