GoPro is facing hurdles. The much-loved action sports brand, famous for adopting a successful user generated content marketing strategy, is contending with a new level of competition.
Shortly before Christmas, AdNews secured an exclusive interview with the company's creative director Brad Schmidt.
Confident in the face of adversity - the company has since slashed its workforce by 7% - and he was on a PR exercise in Sydney to drum up business for the newly-launched GoPro Awards.
The company is embarking on a more aggressive 2015 - continuing with a UGC path, but also brining in the big guns with an above-the-line strategy.
We met up with the team down at Bondi. You can watch part of the interview with AdNews' online editor and Schmidt here:
Email Nicola at nicolariches@yaffa.com.au.