GoPro doesn’t target 20-to-30-year-old men. Age isn’t a meaningful way of segmenting their market. Instead, the brand focuses on a worldview that perceives extreme sports, as a means to personal achievement.
And GoPro addresses this worldview using stories.
1/3 https://twitter.com/A_Feranmi/status/1260502608562839552">https://twitter.com/A_Feranmi...
And GoPro addresses this worldview using stories.
1/3 https://twitter.com/A_Feranmi/status/1260502608562839552">https://twitter.com/A_Feranmi...
As a result, men of all age resonate with the way GoPro frames its stories. When they watch a GoPro video on YouTube, they feel like the video was made for them.
2/3
2/3
But it goes beyond. Since extreme sports practitioners are a tribe, they are all connected online (forums, YouTube…) and in real life. So when they practise their favourite sports together, it makes it very easy for the “GoPro story” to spread.
3/3
3/3
This thread was adopted from "Using Storytelling to Build a Strong Brand Positioning". https://guerric.co.uk/storytelling-marketing/">https://guerric.co.uk/storytell...