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Male Gen-Z, Millennial Social Opps: GoPro launches initiative for at-home videos amid coronavirus-related struggles, CDO hire (Score 49)
In response to the global pandemic, GoPro additionally launched free to-day shipping and returns, along with it "best deal ever:" $100 off its HERO8 Black product. The company was hit hard by the coronavirus and so far cut 20% of its workforce due to its resulting sales struggles. Despite this, the company has seen a "positive rebound in demand," according to its recent Q1 2020 earnings call. It also donated most of its N95 masks to local hospitals, donated cameras to organizations on the front lines and raised funds via a donation page for COVID-19 relief efforts.
GoPro hired chief digital officer (CDO) Aimee Lapic this year; we have already seen increased digital efforts under her leadership.
According to iSpot, it spent around $411.7k on national TV ads YTD. It did not air any ads in this channel during the same time period of 2019, but spent $334.9k in 2019 all during Q4 and $49.7k in 2018. It mainly targets millennial and Gen-Z males via this channel (see targeting right).
Considering this young target demographic, you may also want to offer OTT, paid social and/or podcast ad space. GoPro's products are available online, which should appeal to consumers stuck at home, but its #HomePro initiative seems to target existing customers.
Agency & martech readers - You may be able to secure work under the company's new CDO, especially if you can offer digital assistance. 1000heads.