Integrated Marketing Campaign for GoPro targeting young passionate women!

1. IMC PLAN - Group 5
Phuong Thanh Dan Le
Adira Nurani Vaidyanathan
Purva Purohit
GOPRO

2. COMMUNICATION
OBJECTIVES
• To lead 5% of the target audiences to the
purchase of the product through search engines
and personal selling.
Objective 3
• Create positive feeling of the brand among 30%
and preference among 15% of the target
audiences through event sponsorship programs.
Objective 2
• Create brand awareness among 50% of the
target audiences in 12 - month period through
digital billboards and social media platforms.
Objective 1

3. COMMUNICATION
STRATEGY
MESSAGE
EVEN
WO‘MEN’
CAN

4. COMMUNICATION
STRATEGY
SOURCES
1. Influencers
2. Interpersonal –
brand community
3. Marketer provider

5. SALLY FITZGIBBONS
o Professional Aussie surfer
o First win of ASP Pro Junior Open at 14
years old
o Runner-up and three Women’s World
Tour wins in 2011
o World Runner-up 2010, 2011, 2012 in
ASP World Tour
o 565.8k followers on Instagram

6. TAYLA RELPH
o Professional Aussie moto-biker
o First Australian female won Australian
Championship Race in Moto 3
o Holding the lap record at Winton Raceway
o Winning 2nd place for Australia in the Asia
Cup held in India.
o 4,920 followers on Facebook
o 4,458 followers on Instagram

7. JESSICA YEATON
o Australian cross-country skier
o Competed for Australia at the FIS Nordic
World Ski Championships 2017 in
Finland
o Yeaton and teammate Barbara Jezersek
finished 12th in the Team Sprint Free,
recording Australia's best ever Team
Sprint cross country result

8. COMMUNICATION
STRATEGY
CHANNELS
1. Digital Billboards
2. Social Media – Facebook,
Instagram, YouTube
3. Sport Events Sponsoring
– ASP World Tour
4. Search Engines/Website
5. Personal Selling

9. COMMUNICATION
STRATEGY
RECEIVERS
1. Female
2. Millennials and Gen X
3. Love adventurous sports
and thrilling games
4. Tech savvy and social
media users

10. CREATIVE STRATEGY
APPEALS
1. Emotional Appeals -
Create Brand Awareness
and evoke positive feelings
2. Informative Appeals –
Educate target audiences

11. CREATIVE STRATEGY
EXECUTION
1. Emotional Appeal –
Influencers, Social Media,
Digital Billboards, Sport
Event Sponsoring
2. Informative Appeal –
Social Media, Search
Engines/Website

12. MEDIA PLAN
MEDIA
MIX
1. Digital Billboards – Stadiums,
Beaches, Airports, Malls Entrance,
Sports Events
2. Social Media – UGC on
YouTube, Influencers and Ads on
Instagram and Facebook
3. Sports Events Sponsoring – ASP
World Tour
4. Search Engines/Website –
Google
5. Personal Selling - Sales force
with adequate knowledge in stores

13. MEDIA PLAN
MEDIA
COVERAGE FREQUENCY

14. MEDIA PLAN

15. THANK YOU