OUR WORK

GoPro launch HERO7 with an epic New Zealand road trip

01. TASK

Create the ultimate event to launch the new GoPro HERO7 in ANZ

Always Human was tasked with strategising and implementing an epic event to maximise awareness of the launch of the new HERO7 in the media and on social media platforms, whilst educating them on the incredible new features.

As with all GoPro events and launches, the PR and Social teams worked together to decide on the main objectives that we wanted to focus on for this event:

  1. Content, Content, Content – Always Human wanted to create an activation that showcased the capabilities of the new HERO7 and make it too good not to share with viewers, readers and followers!
  2. Travel – this is a huge focus for GoPro and is the case in which most people use their GoPro’s.
  3. Variety of activities – we wanted to show that GoPro’s aren’t just for adrenaline fueled sports but are perfect for more everyday / lifestyle activities such as hiking, going on a bike ride or even a walk on the beach.

 

02. STRATEGY

The ultimate road trip

Always Human decided to plan the ultimate road trip, designed to immerse the attendees in the GoPro ecosystem and to educate them on the HERO7 and its new features.  Always Human quickly identified New Zealand’s South Island as the perfect location due to it’s amazing landscapes and the variety of activities that it offers.  After reaching out to our friends at Tourism New Zealand it became apparent that they also felt this would be the perfect partnership and we started working closely with them.

With the location locked in, we confirmed 22 media, GoPro athletes and content creators from across Australia and New Zealand to join us on the trip of a lifetime. 3 GoPro executives from the US also flew over for the launch in New Zealand to spend time with the local media and content creators and gain valuable insight into the sentiment of the HERO7.

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Right_GoPr0_Hero7

Always Human felt that road trips would be the most diverse way of showing off not only the versatility of the GoPro HERO7 but also New Zealand. There were 5 groups, each of which would take a different route around the South Island before meeting up again in Queenstown.

The schedules consisted of activities that would test out the most advanced GoPro yet. These included; hiking, off track mountain biking, kayaking with seals, scenic flights, heli-hiking, swimming with dolphins, V8 trike tours, private cruises through Milford Sound, bungee jumps and skydiving!

04. MEDIA

We invited a range of media that covered off a number of verticals to join us on the trip, these included: Sunrise, Escape, Cosmo, Men’s Health and Boss Hunting.

A Sunrise First

Sunrise ran an incredibly in depth 4 minute segment on the show which was 100% shot on GoPro. This was a first for Sunrise and they called out the new features with examples from the trip. The media covered the trip extensively whilst in NZ resulting in over 150 InstaStories using all of the relevant call outs to GoPro. Boss Hunting ran a lead feature that covered the trip in great and a glowing review of the HERO7. The other features from the outlets that attended will run over the next few weeks.

05. THE INFAMOUS SEAL SLAP!

During the launch event two of our GoPro advocates Taiyo Musada and Kyle Mulinder (Bare Kiwi) caught something on their GoPro that has never seen before. Whilst kayaking in the South Island, they came upon a battle between a seal and an octopus. Kyle was unfortunate enough to be slapped across the face with the octopus as the seal thrashed it around.

We instantly saw the opportunity to make the video go viral – we sent it out to our media contacts and syndication agencies with all of the relevant credits. What happened after was a PR dream, we were inundated with requests from across the globe, including the UK, Japan, USA, Mexico, Denmark, Ireland, the Philippines, and India. We secured interviews with both Kyle and Taiyo for local and international outlets. The video ran on BBC News (UK), CNN, The Tonight Show with Jimmy Fallon (USA), The Project (Aus), Time Magazine (USA), Lad Bible (UK), USA Today (USA), Channel 7 News (Aus) and The New York Post (USA) to name but a few. Jada Pinkett Smith even posted the video to her Instagram feed! This video went viral on the day the HERO7 hit shelves globally and so was perfect timing for our client to gain maximum exposure. This video now has 5 billion impressions world wide and counting.

06. RESULTS

GoPro HERO7 Launch

19.8M+  Reach
During the period of the campaign, the posts produced by our advocated reached over 19.8M million people across 25 different verticals.

5.4M+ Engagements
Our advocates had an average engagement rate of above 7% per post. Almost 4% above the current industry standard.

529 Posts
Our fifteen key advocates and athletes posted 529 times over the campaign period.

It was an epic three day adventure road tripping around the South Island of New Zealand and trying out the new #GoProHERO7. So stoked to be part of the journey!

@Snapair

Last weekend I had the honour of field testing the new  #GoPro

#Hero7Black right here, in one of NZ’s best playgrounds, Kaikōura!

@BareKiwi