GoPro understands IMC.


“What is integrated marketing really?  There are many definitions, but a really understandable version comes from Steve McKee, a writer for Bloomberg Business:

Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity”.

Integrated marketing is tricky, because it is not as simple as matching fonts and tag lines. Great integrated campaigns take a message and tailor it correctly for every marketing discipline, and relate everything back to their desired message”(lonleybrand).

While we are all taking courses to become better marketers and communicators, I wanted to discuss a company that successfully creates integrated marketing communications campaigns, GoPRo.

GoPro helps people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun”(GoPro). GoPro creates the world’s most versatile cameras.

GoPro uses the theme “Be a HERO” to connect with its target audience in a meaningful way. Using brand-related sponsorships and endorsements, outdreal-life-firefighter-saves-kitten-from-certain-death-in-latest-gopro-adoor ads, SEO, web, and heavy social media, GoPro integrates all of their marketing efforts with plenty of user-generated content.

GoPro users can submit their original videos or photos to win Video or Photo of the Day on GoPro’s social media channels. The brand was able to score one of the top ads of the year by using a firefighter’s original GoPro video, proving that when you have a strong brand message, even user-generated content will represent your campaign and make it successful”(lonelybrand).

By the way, even though we’ve watched it countless times, we can still revisit this GoPro ad all the time:

Fireman saves kitten

-Katherine Gonzales


(n.a.). About Us. (n.d.).

Quintana, J. (2014, January 15). 3 Companies Who Are Doing Integrated Marketing Right. Retrieved from

One of the Best Advertisement Campaign of 2015


I always love to see an advertising campaign that positively impacts the lives of thousands of people. In my opinion, feel free to dispute, but one of the best advertisement campaigns is known as Penny the Pirate.

Idea: 1/4 of children’s vision problems go undetected because they are not taken to the opticians often enough. OPSM — an Australian optometrist — wanted to address this, so it made a free interactive child’s book, “Penny the Pirate,” which allowed children to get their eyes tested by reading.

Strategy: It used a well known illustrator, Kevin Waldron, and scientists from the University of Melbourne to create pictures that contain subtle eye tests within them. To make sure the idea was picked up, OPSM partnered with Australian schools in the testing stage.penny-kids

Effectiveness: The book “is on track to screen over 500,000 children leading to 125,000 OPSM appointments,” according to the report”(BusinessInsider).

Watch the backstory below:

Penny the Pirate Video

-Katherine Gonzales


Helper, W. (2016, February 13). Inside the world’s 8 best advertising campaigns of 2015. Retrieved from


Marketing Trends of 2016.

Word Cloud "Big Data"

Marketing is a constantly changing industry. Social media and technology have altered the way marketers and consumers interact. To stay relevant in the marketing industry it is important to keep up with marketing trends, and in today’s society that primarily means mobile marketing trends.

“Few things have had such a profound effect on the way we live, work, play and socialize as mobile devices. From sending emails and texts to incorporating cameras, GPS navigation, menu ordering and entertainment, no one could have predicted that the humble “brick” would evolve to become such an integral part of our digital lifestyle.

2015 was the first year that mobile traffic exceeded that of desktop users. As marketers, this opens up a whole new field of ideas to try and avenues to pursue in order to reach these customers, create dialogues and forge relationships with them in a way that makes our offer irresistible”(kissmetrics).

There are 4 hot mobile marketing trends to watch in 2016:

“1.Customer-Centric will become Customer-Obsessive-

It sounds like the makings of a horror stalker film, but the fact is, in our race to become more customer-centric, we, as marketers, are already bordering on obsession. We’re finally at the point where we’re not being swallowed up by wave after wave of big data, and can start using it to create more meaningful interactions.

Mobile is the vehicle that makes this happen. Few other things are as pivotal to sealing the deal as a device that the customer carries with them everywhere. Figuring out how to make that impact is something that companies are still working on, but you can bet it will be the customer, not the corporation, that powers how these decisions are made.

2.Search Engine Results Will Display More than Pages-

Google already displays videos in search results, but they’ve recently been experimenting with video ads as well. Other search engines, as well as other platforms like Facebook and Twitter, already leverage these types of ads in the form of auto-playing videos and Vines respectively – but at the moment Google is still testing the waters to determine how audiences respond to video-based ads.

Assuming users are receptive of the idea, don’t be surprised to see apps also sharing a place at the SERPs table. Sure, we already have app directories and recommendations, but apps as part of search results will take these directories and stores to a whole new level.


3.Brands will Blur the Lines Between Apps, E-Commerce and Social-

2016 will be the year of even greater innovation from apps we already know and recognize. More seamless integration between those apps and their corresponding e-commerce and social outlets will become commonplace. Many social platforms are already tying e-commerce features into their networks. From Instagram’s “Shop Now” to Pinterest’s “Buyable Pins”, today’s hottest platforms are looking for ways to blur the lines between web, social, app and e-commerce.

As you might expect, the rallying cry from marketing has been “people don’t shop on social media!” but as mobile, social and e-commerce become more integrated, the possibilities open up to hit the right combination of buying and browsing buttons to turn that notion around.

4. Apps Become Reflections of our Lifestyles-

Expect apps in 2016 to become less about individual features and more about becoming an integral part of your life – a fitness journal that displays the weather before your run and reminds you when it’s time to get the kids. Sound a bit far-fetched? Not to app developers. As long as there are forced restrictions on how much you can download, apps themselves play a pivotal role in position themselves as more of a lifestyle attachment than a usable “thing” that can quickly be uninstalled in favor of the next big thing. There’s only so much bandwidth that will fit in a mobile plan – better make sure your app is making the most of it”(kissmetrics).

-Katherine Gonzales


(n.a.).4 Hot Mobile Marketing Trends to Watch in 2016. (n.d.). Retrieved from