Case Study: Empire Growth Marketing x GoPro Hero 3
Client Overview
GoPro is the world’s leading action camera company, synonymous with adventure, sports, and content creation. By 2012, YouTube had exploded into millions of hours of uploads, and GoPro was at the heart of that movement—accounting for a massive share of user-generated action sports content.
With the launch of the GoPro Hero 3, the company had an opportunity to further solidify its dominance by showcasing the camera’s groundbreaking video quality and lifestyle appeal.
The Challenge
In 2012, content truly was king, but competition for attention on digital platforms was fierce. GoPro needed to:

• Highlight the superior image and video quality of the Hero 3.

• Build cultural relevance by associating with iconic athletes and lifestyle brands.

• Produce visually stunning, shareable content that would both inspire and drive product sales.

The challenge wasn’t just marketing a camera—it was proving that the Hero 3 was the ultimate tool for storytelling in the digital age.
Our Strategy
Empire Growth Marketing worked alongside GoPro to design a campaign that emphasized powerful imagery, authenticity, and lifestyle integration:

1. Partnerships with Iconic Brands & Athletes

   • Collaborated with world-renowned athletes and lifestyle brands to capture authentic, adrenaline-filled footage.

   • Ensured that the content not only showed off GoPro’s technical capabilities but also aligned with the aspirational lifestyle of its customers.

2. Content-First Campaign

   • Focused on visual storytelling as the campaign’s driving force.

   • Created cinematic-quality promotional videos shot entirely on the Hero 3, blurring the line between user-generated and professional content.

3. Platform Integration

   • Leveraged YouTube and social platforms as primary distribution channels.

   • Encouraged fans and athletes alike to share their own Hero 3 footage, fueling a cycle of engagement and organic promotion.

The Results
The GoPro Hero 3 campaign delivered massive brand impact:

• 🎥 Visually Iconic Content – Produced some of the most stunning user-facing video content in GoPro’s history, shot directly on the product.

• 🌍 Global Cultural Impact – GoPro became a household name not just in action sports, but across travel, lifestyle, and everyday adventure communities.

• 📈 Boosted Sales & Adoption – The campaign positioned the Hero 3 as the go-to camera for creators, leading to rapid consumer adoption.

• 🚀 Content Ecosystem Growth – Reinforced GoPro’s role as both a hardware company and a cultural content brand.

Client Impact
The launch of the GoPro Hero 3, fueled by partnerships with athletes, brands, and creators, transformed GoPro from a camera company into a global storytelling movement. The campaign not only drove sales but also created a lasting cultural imprint, proving that nothing in marketing is more powerful than imagery.
✅ Empire Growth Marketing helped GoPro showcase the Hero 3 with unforgettable content partnerships, fueling both brand dominance and cultural relevance in the content-driven era of digital marketing.