product communications and working with KOLs

GoPro is the American technology company. It manufactures eponymous action cameras and develops its own mobile apps and video-editing software.
For 2 years Buman Media has been supporting the release of the new GoPro HERO6 Black camera to the Russian market. Aim – perform the release of the cameras with the minimum budget and in a short time, including to get maximum views, while maintaining the brand’s native presence in the KOL’s videos as well as to inspire the purchase of the product.

Buman Media developed the creative concept involving popular bloggers with different audiences: travel, tech, and lifestyle. The concept included unique approach to each audience. Lifestyle bloggers inspired their subscribers to various activities in everyday life by using benefits of GoPro cam. We married travel bloggers with an idea of marathon: 3 travel bloggers passed a word to each other while traveling around with the camera. And tech blogger covered technical features of the new camera and demonstrated them in entertaining way.
  • The videos were watched more than 2 million users during 3 months period;
  • 9 bloggers participated in the project;
  • Over 4,000 comments and questions about the product from users;
  • The project demonstrated the various situations in which GoPro HERO6 Black could be an indispensable companion and at the same time, we pointed out the improved technical features, simplicity and high quality of the resulting video and photos.
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