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Digital marketing has shifted from simple transactions to complex engagement ecosystems where consumers help shape brand narratives (Prahalad & Ramaswamy, 2004). This change means value is created differently. Successful companies now build differentiation through experiences, fostering unique customer relationships beyond just products (Pine & Gilmore, 2011).

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GoPro exemplifies this shift. Originally a camera maker (founded 2002), it's now a content ecosystem. Its products facilitate experiences, users generate content, and brand value stems largely from engagement, not just sales. This aligns with the modern marketing imperative to cultivate multidimensional engagement—cognitive, emotional, and behavioral (Malthouse & Calder, 2018).

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Building on this context, this portfolio critically examines GoPro's digital marketing strategy through four complementary analyses:

• It explores how GoPro utilizes the Ladder of Engagement framework to develop consumer relationships, progressing from awareness to advocacy.

• It assesses GoPro's application of engagement strategies across different social media platforms.

• It examines how GoPro's website effectively balances engaging user experiences with functional sales conversion goals.

• It evaluates GoPro's approach to incorporating emerging trends, particularly in immersive content marketing.

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This analysis adopts a balanced and critical perspective, highlighting both the strengths and limitations of the strategy while examining how theoretical concepts are applied in practice. It reflects a clear and well-informed understanding of how contemporary brands manage the complex interplay between technology, community, and user experience in the digital space.