Our Passionate about Stories series looks at storytelling from organisations of all shapes and sizes. The series gives us an opportunity to learn from brands we love and develop our storytelling skills.
Nowadays, more brands are using storytelling to better connect with their audiences. Many brands use stories to convey their values or their history. Some brands use storytelling to build trust. Other brands use storytelling to educate people about causes that are close to their hearts.
This week, we’re looking at GoPro and how they use storytelling to inspire people to live in the moment. 
How their story began
GoPro is an American technology company founded in 2002 by Nick Woodman. The company manufactures action cameras and develops its own mobile apps and video-editing software.
Nick Woodman founded the company while he was on a surfing trip to Australia. During his trip, he was hoping to capture quality action photos, but could not. This was because amateur photographers could not get close enough to the action or buy quality equipment at reasonable prices. From this, he set out to manufacture affordable and quality assured cameras for people of all levels of experience. What started with a 35mm camera and a wrist strap made from old wetsuits and plastic scraps has now grown into an international company.
Their mission
GoPro’s main mission is to free people to celebrate and live more in the moment. From cameras and drones to apps and accessories, everything GoPro does is geared to help their customers capture life as they live it and to share their experiences with the world. GoPro believes that sharing our experiences makes them more meaningful and way more fun.
GoPros brand story is brought to life by passionate GoPro
users all over the globe. The exciting and daring content they share inspires others to share their moments and keeps GoPro alive with fresh new ideas to create the most innovative products possible.
If you would like to learn how to incorporate storytelling into your campaigns why not start by requesting a copy of our Storyteller’s Manifesto and find out how.
Live in the moment: their stories
In many of GoPro’s marketing campaigns, they effectively utilise storytelling across their social media handles to better connect with their audiences. GoPro took a storytelling approach to inspire their users to appreciate all of lives adventures and to live in the moment. Each of their campaigns uniquely demonstrates the variety of ways people can be freer to live in the moment and cherish memories with their loved ones with GoPro products. The message is that with GoPro’s devices is that you can enjoy what you’re doing and capture it on film without having to think about it. Additionally, it allows GoPro to reach a wider audience of all demographics rather than just seasoned photographers. This feeling of inclusivity combined with the sentimentality of living in the moment allows users to feel better connected to the brand.
Celebrating their customers
Living in the moment is the key behind all of GoPro’s storytelling campaigns. GoPro celebrates content creators by encouraging them to capture their interests, their passions, and their lives with a GoPro camera. Users can submit their best photos to the GoPro website and be in with a chance of being featured on their platform. 
GoPro encourages its users to send in all kinds of snaps. From cute moments with your kids to camping, surfing and snowball fights; any kind of memory is worth sharing. GoPro encourages all users to be daring heroes and to capture their best moments from all of life’s adventures.
This is the moment
Their most striking storytelling feature their use of user-generated content to create encapsulating advertisement campaigns. They illustrate the importance and the magic of living in the moment. Check out one of their most popular video advertisements below and experience their story for yourself. You’ll feel yourself bursting for adventure whilst watching it!
