Viral videos used as free publicity? Something tells us that Don Draper would be shaking his head. But since this is the 21st century and old marketing schemes have gone the way of the dinosaurs, NMR finds it refreshing to see companies utilize the enormous power that is online video content.
No company has arguably done so more effectively than GoPro. In the tail end of 2013, GoPro’s marketing team had an epiphany of sorts. In the words of Oprah, they had their “ah-ha moment.” Why had they been spending a lump sum producing videos to market their camera, when there were hundreds of thousands of consumers out there using their camera everyday? Thus, they decided to put the power in the customers’ hands and started accepting submitted GoPro footage to use for their YouTube channel.
Adam Dornbusch, GoPro’s senior director of content distribution, told the New York Daily News that with GoPro’s consumers, “What they were capturing in videos were things we could not imagine to go out and shoot. They were doing things with cameras better than anything we could script… They’re taking us to the next level of what’s possible with what they’re capturing.”
By accepting footage from consumers and acquiring the licensing rights, GoPro was able to start putting up to four videos a day on their channel. The result? They now have over 2 million subscribers, 521 million views, and they were the top brand channel on YouTube from January to March of this year.
YouTube stated in their report: “By involving its fans in content curation, GoPro has built a loyal and engaged audience. The authenticity of the channel’s content helps viewers feel connected to the brand.”
Sounds to us like GoPro’s genius plan was a success.
What other companies should follow in their footsteps, and put the power in the consumers’ hands?