Integrated Marketing Campaign

What We Do

Start in 2004

Our focus: enable engaging self-capture during virtually any activity

Our business: mountable and wearable cameras and accessories

2011 2012 2013 1Q 2014

Business Overview

2010

2011

2012

2013

1Q 2014

Revenue Cost of Revenue Net Income

$234.2

$526.0

$985.7

$235.7

$24.6

$32.3

$60.6

$11.0

$111.6

$298.5

$623.9

$139.2

$64.4

1.145

2.316

3.849

852

Units Shipped

Market Analysis

Introduction Growth Maturity Decline

GoPro &!Action Cameras

Traditional consumer!video cameras

Competitors:

Pressure on prices

4 direct – same action cameras category

Traditional camera manufacturers

Numerous consumer electronics companies

Any other product that has a camera

#1by sales

Threats!

• Established and well-known worldwide brands

• Competitors’ prices • Mobile devices

SWOT Analysis

Opportunities!

• Creating a crowd sourced media pool and earn money by converting them into company's IP

• Brand enthusiasts on multiple social platforms

• Creating POV content from daily life without having a sketch

Weakness!

• High device costs(new tech. acquisition)

• High marketing costs(events, sponsorships)

• Poor product line(focus on extreme sports)

Strengths!

• Charismatic brand • Wide range of accessories • High brand recall • High quality perception

Opportunity

11+Million

2000+Videos

14+Million

5%

Recommendation

Media Company

GoPro Market Place

POOR Analysis

POOR

Action cameras will be a commodity

Transition to a media company

Making more money

Create a media platform (user generated content)

Situation Analysis

Controllable and uncontrollable elements:!• Hard to guarantee the quality of the content produced by

consumers/camera buyers

Barriers for business:!• The complexity of video editing processes • GoPro is not a media company and the market doesn't have

the perception of us as a media company

Market Place Objectives

By the end of 2014, launch the Market Place and increase the numberof users uploading content from current 5% to 65%.

By May 2015, gain $5M in content sales.

STP

Segmentation: Content Creators Segmentation 2: Content Buyers

Target: GoPro users and

potential new GoPro buyers

Target 2: Photo and Video Buyers

(agencies, TV networks, etc)

Positioning: Online market place to share, sell and buy content with a unique perspective

Steak & Sizzle

Market Definition: Make money by sharing experiences in an easy way

Market Definition 2: Acquire quality content with an unique perspective

Product Definition: Video & Photo Stock

IMC Plan Objectives

Informative:!• Let current and new GoPro users know that they have a online market

place – a platform to share and sell the content created by them using GoPro

Persuasive:!• Stimulate people to make and share their content in a more meaningful

and quality way • Stimulate content buyers to use our platform

IMC Plan

LaunchingPre-launching Post-launching

Closed Beta Open Beta Open

Pre-launching

Objective: Generate content for the Market Place

Teaser:!Send a teaser using current users’ database and invite them to register (landing page): !

“Soon it will be an online space for all GoPro users to make money using your amazing content. Register now and we will keep you updated"

Closed Beta Invitation:!Select great GoPro content producers and send them an invitation to upload the content to the Market Place

Launching

MarketPlaceMarketing PR

GoPro Channels

Advertising

Co-Contest

Experiential

Objectives: !• Keep stimulating users uploading content • Let content buyers know about the new platform • Spread out the news about our MarketPlace

PR plan

Media (journalists and bloggers)!• Press conference • Press-release

Influencers Outreach!• Kit #GoProMarketPlace to 20 influencers

(Camera, Name badge “GoPro Producer”, Guideline to use the Market Place)

Ambassadors!• Pre-launching event to 20 ambassadors in 3 different cities

in US to present them the MarketPlace

GoPro channels

Social Media!• Seeding (direct message) • Posts on Facebook and Twitter • #GoProMarketPlace • Promotional video on YouTube

GoPro Product Box!• Information about the Market Place

Webinars

Database Marketing!• Newsletter to our subscribers

Advertising

TV!• Sports (i.e.: Fox Sports, ESPN) • Adventure (i.e.: Discovery Channel) • Life Style (i.e.: FoodNetwork)

Magazines!• Tech (i.e.: Wired) • Business, Trade, etc (i.e.: Inc.) • Specialized (i.e.: Videomaker) • Sports (i.e.: Surfer)

Websites/Blogs/Portals!• Tech (i.e.: Mashable.com, engadget.com) • Mommy blogs

Google AdWords

Experimental

Workshops!• Main store sellers (Retail partners) • Current events that GoPro already

participates in and host (i.e.: X Games)

Potential Client: J&J, P&G!• Challenging: give cameras to 10

mommy bloggers to produce content • Result: video Ad “We love be mommy

with #GoPro”

Trade Shows!• I.e.: MipCom (Oct 2014) !!

“Share your best content on #GoProMarketPlace and get a chance to have your material used by global brands/companies”

Co-contest

A scalable way to help incentive the audience is to createquality content with a purpose.

Examples: • Expedia Travel Agency: “Share your #BestTravelMoment on #GoProMarketPlace” • National Geographic Magazine: “Share your best #AdventureShoot on

#GoProMarketPlace” • Mini Cooper: “Share your best moment #OnTheRoad on #GoProMarketPlace”

Social Media

Online banner

Magazine Ad

Billboard

Video

Post-launching

Objectives: !• Keep stimulating users to upload content • Stimulate content buyers to acquire content from the MarketPlace • Keep spread out the news about the MarketPlace

Campaign: !• Social Media/Webinars • PR (Press-release, influencers) • Ad (Online, TV, Magazines, Google Adwords) • Trade shows (i.e.:. Mipcom, MIPTV, NABShow) • Promotion (Discount for the content buyers) • Co-contest, Co-productions, etc

Camcorder!industry

What’s next

Market Place

GoPro!users

Digital photo!industry

Mobile phone!industry

Media!industry

Advertising!industry