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Campaign Imminent: GoPro taps PR AOR amid significant digital spend increase (Score 23)

GoPro, following an RF process that occurred in March. The agency started working with GoPro at the start of April and is focused on US media relations. Diffusion is also working on making a brand awareness campaign that will establish GoPro as “the world’s most-loved camera used to capture everyday life and inspire people to pursue their passions,” per a statement. Diffusion is also supporting the brand with earned media relations and consumer outreach. The agency will focus on fresh creative activations, partnerships and reviews in support of key  launch moments. This hire replaces incumbent PR AOR Hotwire.

This is part of a larger effort on GoPro's part to boost overall awareness among new demographics such as Gen-Z, adventure parents and "chief memory officers," AKA the individuals in every group who documents moments and outings. Sellers able to offer high-ROI strategies among this audience should contact ASAP to secure last-minute ad dollars from the work that will soon launch from Diffusion.

According to iSpot, GoPro hasn't utilized national TV since 2020, when around $37.9k went toward commercials that aired during programming such as Snowmobile Racing, To Be Announced, PBR Bull Riding, Floribama Shore and Ridiculousness.

So far this year, Pathmatics reports the company has spent roughly $3m on digital ads, 50% more than the roughly $2m it spent within the same 2021 timeframe. In 2021, GoPro's estimated full-year spend jumped 17% to $6.3m from that of $5.4m in 2020. The camera brand has earned ~237.1m digital impressions YTD via YouTube (65%), Facebook (26%), Instagram (8%) and desktop display (2%) ads. 

As I briefly mentioned, GoPro is starting to focus more on reaching Gen-Z. Since this audience reacts well to digital ads, this means both that digital spend won't slow down anytime soon and that the company may make future forays into additional digital channels such as OTT and/or podcast. Sellers should contact soon to offer relevant ad space.

Agency & martech readers - Additional reviews sometimes follow PR hires, so keep GoPro on your radar for future media, creative, digital analytics and/or social media management work. Universal McCann San Francisco handles digital and media planning.