This document outlines a multichannel customer strategy project for GoPro from 2017-2018. It includes: 1. An introduction of GoPro and the campaign objective to retain existing customers and boost loyalty. 2. Customer insights from surveys and personas including "The Social Explorer". 3. An analysis of the current customer journey. 4. A proposed campaign called "GoPro Academy" featuring gamification with digital coins, updated apps and customer journey, and events and promotions on social media, retail stores, and a landing page. 5. Metrics to measure the campaign's impact on sales, advocacy, and payback projections.

1. Multichannel Customer Strategy Project
Academic Year 2017-2018
Victor Alibert 876340
Edoardo Angelino 875567
Chiara Bocci 876176
Filippo Franco Cheli 876241
Alessandro Saverio Alfano 876961

2. OUR AGENDA
1. Introduction
i. Who is GoPro;
ii. Campaign objective;
2. Customer insight;
i. Methodologies;
ii. Road to clusters;
iii. Our personas;
3. AS-IS customer journey;
4. Campaign;
i. Theme of the campaign;
ii. GP coins;
iii. A glance inside the Academy;
iv. TO-BE customer journey;
v. Actions of the campaign;
vi. Campaign touchpoints;
vii. Campaign metrics;
viii. Campaign pay-back.

3. 1.Introduction: WhoisGoPro
GoPro has been the first mover in the action camera market and
today is the leader of the industry. Its business is based on three
pillars:
The AS-IS portfolio comprehends:
2
Strong brand
equity
Action cameras
Cloud service & Software Accessories
Drone
1
User content
generation
3
Strong
partnerships
$-1,000,000.00
$-500,000.00
$-
$500,000.00
$1,000,000.00
$1,500,000.00
$2,000,000.00
2012 2013 2014 2015 2016
revenue gross profit net income
0%
5%
10%
15%
20%
25%
30%
35%
2012 2013 2014 2015 2016
R&D/revenue sales&mark./revenue
Financial Analysis

4. 1.Introduction: Campaign objective
“To identify a program aimed at retaining existing
customers, allowing them to exploit GoPro
ecosystem as much as possible boosting their
loyalty, advocacy and repurchase attitude”
We targeted the GoPro Italian customer base. However, this multichannel campaign has be designed to consider the
possibility of scalability. Our efforts are directed to:
Boost behavioral
loyalty
Increase cross-selling
and up-selling
Exploit advocacy,
referrals

5. Collecting storiesFocus group Empathy map
Ecosystems around
products is fundamental.
Unicum between tangibles
and intangibles.
“Wow effect” in output.
People want to be proud of the
brand.
Great memories with low
efforts.
Listening to customers…
2.Customer insight: Methodologies

6. 2.Customer insight: Road toclusters
2
We collected the
responses on an
excel file
1
We posted a survey on
the official GoPro
Community Italia on FB
3
Thanks to SPSS, after a
PCA, we arrived to
identify 2 clusters and
3 main factors
4
We identify
our possible
personas

7. 2.Customer insight: Ourpersonas
PROJECT ENGAGEMENT PROJECT ENGAGEMENT
The
Social
Explorer
The
Digital
Addict
1. Social attitude
2. High advocacy
propension
3. Low awareness of
GoPro services
4. No cross-selling
and up-selling
Ourselection:
TheSocialExplorer

8. 3.AS-IScustomer journey
Buy First use Use (experience) Repurchase Loyalty Advocacy
GoPro web
site
Authorized
retailer
E-commerce
GoPro Apps
Cloud service
GoPro Plus
Digital
Platforms
Social media
Communities
& Blogs
Computer
Words of
mouth
TouchpointsDevice
+
+
+
+
GoPro App Quik App Quik desktop GoPro Plus YouTube GoPro
Channels
Mobile Computer Chats Retailers Offline
Channels

9. 4.Campaign: Themeofthecampaign
GoPro academy is characterized by four features:
1. Harmonization of the mobile and desktop GoPro
applications
2. GP digital coins
3. Gamification process
4. New customer journey and a new branded experience
“Make it possible: welcome to the
Academy!”
the Academy enables customers to discover
together the GoPro ecosystem in the easiest and
funniest way while developing video and
photographic skills.

10. 4.Campaign: GoPro coins
We have introduced GoPro Coins which represent a reward in a digital token nature. Inside the
academy users can earn these tokens in three ways:
3.
Interactions with
community
members
(helping peers).
2.
Proportionally to
the results
achieved within
the academy
1.
Purchasing
cameras and
accessories

11. 4.Campaign: Aglanceinside theAcademy
My profile
My Campaign
My Products
My Team

12. 4.Campaign: TO-BEcustomer journey

13. 4.Campaign: Actionsofthecampaign
Landing
page
Retail
experience
DEM
Video
promotion on:
1. Instagram
2. Twitter
3. YouTube
4. Facebook
Extension of
the free trial
of GoPro
plus could
service
1
Introduction
of the
Academy
Official
events
3
2
4
5
6
7
“Identify a program aimed at retaining existing customers allowing them to
exploit GoPro ecosystem as much as possible, boosting their loyalty, advocacy
and repurchase attitude (up-selling and cross-selling).”
“Welcome to the academy, make it possible!”

14. SOCIAL MEDIA
1. Video Promotion (Spot);
2. Content Generation.
DEM
Direct email marketing is divided into two waves.
EVENTS
There will be two main events aimed at promoting the new GoPro Academy:
1. GoPro-Academy winter tour: 4 one-day events will take place in the most famous mountain location in Italy;
2. X-Games winter edition.
RETAIL ADVERTISING POS
Renew the in-store (authorized GoPro retailers) purchase experience:
• New-design of the display of products with QR-code;
• Touch-experience of the products and screens above the products (sensors in the products that customers can touch in order to collect
data);
• Introduction of a customer satisfaction totem;
LANDING PAGE
CLOUD SERVICE
Extension of trial period.
4.Campaign: Campaign touchpoints

15. At the end of the campaign we must understand if it generates a positive or negative impact for GoPro business. The key aspect is that
we must be able to detect the effects, strictly related to our campaign, according to our initial objective.
4.Campaign: Campaign metrics
units sold with coupon
total units sold
up − selling revenue with coupon
total up − selling revenue
n° of posts with # related to Academy
total n° of posts related to goPro
rev 2_sided markett − rev 2_sided markett−1
rev from two_sided markett−1
cross − selling revenue with coupons
total cross − selling revenue

16. Retention Rate?
Up-selling?
CLV = 49.54
Yes
0.98 0.95
No
0.98 0.95
Probability: 0,32 0,08 0,48 0,12
CLV: 115,12 113, 79 6,26 4,93
CLV tree summarizing the four different scenarios
Investment: I ≈ 2.26M€ (communication campaign, cloud
extension, app development).
Customer base: 463411 customers
In case of a one year pay-back
At break even:
𝐼
𝐶𝐿𝑉
=
2.26𝑀€
49.54€
= 45620 customers
Conversion rate: 9.8% of the Italian customer base
In case of a five years pay-back
At Break even:
𝐼
𝐶𝐿𝑉
=
2.26𝑀€
143.14€
= 15789 customers
Conversion rate: 3.4% of the Italian customer base
4.Campaign: Campaign pay-back

17. THANKS FOR YOUR TIME