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Campaigns | GoPro

Be a Hero



Media relations strategy

Social media content

Influencer activation

Content marketing


GoPro asked us to lead the PR and social strategy for the launch of its new range of HERO11 cameras, positioning them as the hottest tech products of 2022 and beyond.

Key objectives included:

  • Engaging with key media and securing new opportunities, including broadcast product placements, consumer lifestyle magazines and luxury travel titles

  • Generating a high level of social engagement with creative content and savvy influencer use

Our approach

PR and social media

Tech product launches are ten a penny, so getting cut-through in this competitive field is key. We began our campaign by securing top-tier media presence at the EMEA Sitges press launch trip, with further outreach to select contacts in attendance at the events. 

Through a combination of proactive pitching and press pack content, including images, assets and video, we secured key pieces of coverage, including: Evening Standard, TechRadar, Stuff, Daily Express, Pocket-Lint, PC Mag, Trusted Reviews and T3

An influencer campaign also amplified the story. The Adventure Addicts took over GoProUK’s Instagram stories for a Q&A session about their travels, the new kit (HERO11 Black) and their favourite GoPro products. A collaborative Reel was posted on GoProUK’s platform and a HERO11 giveaway was hosted on their profile. 

A steady drumbeat of content helped to promote each of the new products in innovative formats to generate further top-tier PR reviews, articles and quotes.

The results


above target KPIs


impressions in 24 hours


Reels views

"Establishing and rolling out a best-in-class public relations strategy for GoPro has generated strong results across the board. With a particular focus on the launch of the latest flagship, HERO12 Black, Battenhall increased overall coverage reach and thought leadership opportunities. As a result, GoPro has entered new conversations and reached new audiences within the UK, and we can’t wait to continue to break new ground together in 2024."

Natalie Allen (she/her)
Account Director

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