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GoPro: Redefining Action Cams

When you think ‘action sports camera’ you think GoPro – the brand synonymous with epic stunts and unbelievable adventures. Looking to expand beyond extreme sports enthusiasts into untapped demographics, GoPro needed to shift the way consumers viewed the brand. The company partnered with Diffusion to build new relationships with lifestyle and travel media, while also solidifying its status as the unmatched industry leader with core tech, adventure and sports audiences in an increasingly competitive landscape.

Insight & Idea

Diffusion developed and executed a strategic PR plan that leveraged a mix of creative campaign activations, both tied to its annual signature product launch in the U.S. as well as ideating and executing large-scale creative ideas to capitalize on the brand’s mission to inspire capturing life’s moments, big or small. Diffusion spearheaded earned media and influencer outreach for year-round campaigns, including the brand’s annual Creator Summit and GoPro Mountain Games, to drive media relationships across tech, lifestyle, travel, sport and adventure audiences. These big moments in time were coupled with ongoing relationship building and brand storytelling tactics, ongoing seeding for GoPro’s cameras and accessories while also leveraging GoPro’s corporate story, cementing the company as a leader in the action camera category and its overall impact on the growing creator economy.

Impact & Action

Diffusion’s campaign has generated hits across top-tier outlets such as Forbes, TODAY, The Wall Street Journal, GQ, CNET, WIRED, CNN, Fast Company, Travel + Leisure and more. In Fall 2024 alone, Diffusion led the PR efforts that contributed to over 900 pieces of earned media in the U.S., a 20% increase from 2023’s Fall flagship camera launch.