Everyone knows the name GoPro. The company’s rugged, adventure-ready cameras are the unrivaled leader in their space. Point-of-view footage of people skydiving, mountain biking, or water skiing? The person probably took it with a GoPro.
Most people today have not heard of Contour, the pioneer of wearable video cameras in 2007—and were out of business by 2013.
What took Contour down? Fledgling GoPro’s brilliant marketing campaigns featuring videos shot by adventure seekers and influencers pursuing all kinds of adrenaline-pumping activities. It could, and still can, be summed up in two words: Watch this!
Not surprisingly, GoPro’s real-life storytelling attracted an engaged and loyal audience, while Contour’s focus on technical specifications was—in a word—boring. It came down to what went into making Contour’s cameras versus what came out of GoPro’s, and in the end, it was no contest.
Will GoPro always be the market leader? Hard to say. But what’s clear is that humans are wired to be receptive to stories, and companies that leverage that fact with carefully crafted tales will always have a competitive edge over those that fail to do so. So, what did GoPro do to incorporate storytelling to elevate its brand and connect with customers?
Focusing on the emotions your product evokes. Instead of talking about features, they told a story about how your product helps people overcome challenges, achieve goals, or create lasting memories.
Thinking beyond staged marketing photos, GoPro featured real customers using their products in their everyday lives, building trust and showing how their products fit seamlessly into their audience’s world.
Even better, they empowered their customers to become storytellers too. By encouraging their customers to share their experiences using their products on social media. User-generated content isn't just authentic, it's infectious excitement for any brand.
This goes for any company – by incorporating storytelling into your marketing strategy, you can transform your brand from a product on a shelf to a story that captures hearts and minds.
And if you think you don’t have any interesting stories to tell, think again! They’re all around you. All you need is some guidance from our seasoned storytellers to bring them to life.