Thinking about Integrating marketing campaigns can be overwhelming, one must think of their target audience, objectives, communication channels- It’s just all too much. Fear not, in this post, I provide a perfect execution of an Integrated Marketing Campaign.
Go Pro pretty much hit the bulls eye when it comes to an IMC plan. A small start-up integrated it’s marketing strategy through outdoor ads, sponsorship, and even a viral video. This achieved through content that was created by customers. The campaign allowed customers to upload their own content created with the Go Pro Hero 5 to win a chance to feature as video or photo of the day. With the constant content provided by its customers, Go Pro were able to create a campaign that was consistent, continuous and complementary.
Through this customer driven content, Go Pro even scored a viral video which was soon turned into an advert.
Here’s the video that totally makes me tear up:
So, what’s go good about this campaign? How did Go Pro use Integrated Marketing Communications?
Consumers loooove watching cool videos on the internet (guilty). GoPro began this viral marketing trend with professional stunt people and extreme athletes. We all know the internet loves to recreate trends. This strategy has now led to 6,000 videos uploaded to the website. This company reached this level of popularity through creating content is coherent, all the different means of communications are interlinked across all channels. By users providing the same kind of adventurous content, GoPro were able to create content that is consistent. The communication across channels reinforced the primary message. With this campaign, there is constant continuity with user generated content. Finally, all campaign materials are seen better together, that is every video uploaded as part of this campaign is in line with the company set out to achieve.
What do you guys think about customer created content? Is it a strong strategy to have in terms of integrating your marketing plan?
staydigitallywoke 
Hi Staydigitallywoke
I believe that user-generated content is a really good idea for companies to use in terms of marketing. With GoPro, it was especially successful, as they showed the products through the consumers instead of telling them themselves. This gives much credibility, as people and potential customers can see the cameras being used in real time. However, it takes a lot of effort for a company to monitor the content and decide which of it to use in their campaigns, as the content they show have to be in line with their overall marketing objectives.
Feel free to check out my blog post, I have covered the same topic as you 🙂
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The IMC used by Go Pro is really great, allowing users to advertise is not only cost-free, but also real and effective! The user is the best spokesperson
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