Home › Case studies › Alibaba
ManagementPricing & LoyaltyE-commerceIntermediate2009
Alibaba: Singles Day Creation
The challenge
GoPro launched a waterproof camera for surfers in 2004, but cameras were a commodity market with razor-thin margins. Nick Woodman needed a way to differentiate and create ongoing demand without the marketing budget of established camera brands.
The strategy
GoPro realized their customers were creating extraordinary content that made the camera itself look incredible. The strategy was to become a media company that distributed customer-created content, turning every satisfied customer into a walking advertisement.
Want the full story, outcome and quiz?
Read how Alibaba executed it, the results, key lessons and test yourself with a quiz. Free on CaseLearn.
Try the full case free →Key lessons (preview)
- Your customers' content can be more powerful marketing than anything you create yourself.
- Sponsoring extreme users creates aspirational content that reaches mainstream audiences.
- Making sharing easy multiplies the value of every customer who creates content.