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Production Studio
Social Media
Community Management
Art direction
Influence
WALIBI
GoPro France: the community's feed
GoPro France: the community's feed
Production Studio
Social Media
Community Management
Art direction
Influence
GoPro
KEY FIGURES
of annual partnership, since 2021
of annual partnership, since 2021
5 years
5 years
impressions on Instagram, Facebook and TikTok in 2024
impressions on Instagram, Facebook and TikTok in 2024
166M
166M
most-followed GoPro Instagram account in EMEA (June 2024)
most-followed GoPro Instagram account in EMEA (June 2024)
No. 1
No. 1
SECTORS
SECTORS
Tech
PERIOD
PERIOD
Since 2021
OVERVIEW
Summary
Footage from around the world. A feed made for the French community.
Since 2021, Picture Element has supported GoPro France with social media management and community engagement. We select and edit user-generated footage, adapt global launches and create content for the French market. The ambassador programme and influencer campaigns delivered with Share Bien extend that work. The partnership is renewed annually and covers everything from editorial planning to reporting.
The finding
GoPro is a global brand, run from California and its EMEA team. Launches arrive in English, under embargo, at the same time in every country. And the brand's best advertising is shot by its users: every week, athletes, travellers and creators upload their footage to GoPro Awards.
The content already exists. It needs to be found, shaped and made to speak French.
The stakes
Making @goprofr an account French audiences follow for its own sake, not a relay of the global account. Handling the day-to-day (posts, stories, moderation) and, on launch day, publishing in French the minute the embargo lifts. Then reporting every month, platform by platform, on what works and what doesn't.
The angle
Putting the community's footage front and centre. Every week, we pick the best GoPro Awards submissions, request the raw files from their authors, then retouch and edit Reels that always credit the creator. Around this core, ambassadors take over the account, as with #GoProCityTour, where five of them showcased their city in stories. Our educational formats then show how to capture those shots.
The device
A dedicated team (social media manager, strategy, art direction, editing and filming) works in step with GoPro's EMEA social media team, with a check-in every two weeks.
Launches: translating and adapting embargoed product videos, from HERO10 to MAX2. For the HERO11 release, five featurettes were translated and adapted over a weekend, followed by reports at 24 hours, 7 days and 30 days.
Ambassadors: since 2024, a three-tier programme with two official ambassadors, fourteen members of the “GoPro family” and eleven associate creators; product seeding, briefs and account takeovers.
TikTok: the French account opened in September 2023, with an editorial mix set from the start: 65% reworked Reels with a hook, 25% native formats, 10% content from TikTokers.
Influence: with Share Bien, an integration in Gotaga's vlog in 2023, then activating French tech YouTubers for the Mission 1 Pro launch in 2026.
Data: monthly, then quarterly reporting by platform and format, guiding the editorial calendar.
The result
In June 2024, @goprofr became the most-followed GoPro Instagram account in EMEA, with 221,000 followers. The TikTok account, GoPro's first in Europe, passed 100,000 followers in eight months. Across 2024, Instagram, Facebook and TikTok generated 166 million impressions.
For the Mission 1 Pro launch in May 2026, Share Bien got the first reviews published on release day, despite camera delays: four tech YouTubers, 42 pieces of content and over 200,000 views, with 4.3% engagement on YouTube.
Every spring since 2021, GoPro has renewed the partnership; the current season runs until March 2027.
Summary
Footage from around the world. A feed made for the French community.
Since 2021, Picture Element has supported GoPro France with social media management and community engagement. We select and edit user-generated footage, adapt global launches and create content for the French market. The ambassador programme and influencer campaigns delivered with Share Bien extend that work. The partnership is renewed annually and covers everything from editorial planning to reporting.
The finding
GoPro is a global brand, run from California and its EMEA team. Launches arrive in English, under embargo, at the same time in every country. And the brand's best advertising is shot by its users: every week, athletes, travellers and creators upload their footage to GoPro Awards.
The content already exists. It needs to be found, shaped and made to speak French.
The stakes
Making @goprofr an account French audiences follow for its own sake, not a relay of the global account. Handling the day-to-day (posts, stories, moderation) and, on launch day, publishing in French the minute the embargo lifts. Then reporting every month, platform by platform, on what works and what doesn't.
The angle
Putting the community's footage front and centre. Every week, we pick the best GoPro Awards submissions, request the raw files from their authors, then retouch and edit Reels that always credit the creator. Around this core, ambassadors take over the account, as with #GoProCityTour, where five of them showcased their city in stories. Our educational formats then show how to capture those shots.
The device
A dedicated team (social media manager, strategy, art direction, editing and filming) works in step with GoPro's EMEA social media team, with a check-in every two weeks.
Launches: translating and adapting embargoed product videos, from HERO10 to MAX2. For the HERO11 release, five featurettes were translated and adapted over a weekend, followed by reports at 24 hours, 7 days and 30 days.
Ambassadors: since 2024, a three-tier programme with two official ambassadors, fourteen members of the “GoPro family” and eleven associate creators; product seeding, briefs and account takeovers.
TikTok: the French account opened in September 2023, with an editorial mix set from the start: 65% reworked Reels with a hook, 25% native formats, 10% content from TikTokers.
Influence: with Share Bien, an integration in Gotaga's vlog in 2023, then activating French tech YouTubers for the Mission 1 Pro launch in 2026.
Data: monthly, then quarterly reporting by platform and format, guiding the editorial calendar.
The result
In June 2024, @goprofr became the most-followed GoPro Instagram account in EMEA, with 221,000 followers. The TikTok account, GoPro's first in Europe, passed 100,000 followers in eight months. Across 2024, Instagram, Facebook and TikTok generated 166 million impressions.
For the Mission 1 Pro launch in May 2026, Share Bien got the first reviews published on release day, despite camera delays: four tech YouTubers, 42 pieces of content and over 200,000 views, with 4.3% engagement on YouTube.
Every spring since 2021, GoPro has renewed the partnership; the current season runs until March 2027.
PIC TOUCH
A tiny camera, a tricolour feed.
For the release of the GoPro HERO, the smallest 4K camera in the range, in autumn 2024, we chose flat lay and stop motion over action. Three sets capture very French moments: a road trip on a red background, breakfast on white, a music festival on blue. Posted a few days apart, the carousels form a French flag in the feed, with in-house puns on “4K”. The global campaign talked about size; the French version turned it into a game.
3
3
3
2
2
0
PIC TOUCH
A tiny camera, a tricolour feed.
For the release of the GoPro HERO, the smallest 4K camera in the range, in autumn 2024, we chose flat lay and stop motion over action. Three sets capture very French moments: a road trip on a red background, breakfast on white, a music festival on blue. Posted a few days apart, the carousels form a French flag in the feed, with in-house puns on “4K”. The global campaign talked about size; the French version turned it into a game.
THEY ARE TALKING ABOUT IT
« We are very happy to have you guys on board and grateful you are doing such a great job for our French community. »
« We are very happy to have you guys on board and grateful you are doing such a great job for our French community. »
Isabel Frank
Isabel Frank
Director Communications EMEA, GoPro
Director Communications EMEA, GoPro
THE FIGURES IN DETAIL
of annual partnership, since 2021
of annual partnership, since 2021
of annual partnership, since 2021
of annual partnership, since 2021
impressions on Instagram, Facebook and TikTok in 2024
impressions on Instagram, Facebook and TikTok in 2024
impressions on Instagram, Facebook and TikTok in 2024
impressions on Instagram, Facebook and TikTok in 2024
most-followed GoPro Instagram account in EMEA (June 2024)
most-followed GoPro Instagram account in EMEA (June 2024)
most-followed GoPro Instagram account in EMEA (June 2024)
most-followed GoPro Instagram account in EMEA (June 2024)
TikTok followers in 8 months, from zero
TikTok followers in 8 months, from zero
TikTok followers in 8 months, from zero
TikTok followers in 8 months, from zero
creators and ambassadors in the programme (2024)
creators and ambassadors in the programme (2024)
creators and ambassadors in the programme (2024)
creators and ambassadors in the programme (2024)
Partnership begins, after a GoPro EMEA agency pitch
HERO10 launch and the agency's first studio-produced video
@goprofr passes 200,000 Instagram followers
#GoProCityTour: five ambassadors showcase their city in stories
Gotaga × G-Corp, with Share Bien
Launch of GoPro's first TikTok account in Europe
@goprofr becomes the most-followed GoPro Instagram account in EMEA; 100,000 TikTok followers
GoPro HERO: flat lay and stop motion carousels
Mission 1 Pro launch: four tech YouTubers activated by Share Bien, reviews live on release day
Partnership begins, after a GoPro EMEA agency pitch
HERO10 launch and the agency's first studio-produced video
@goprofr passes 200,000 Instagram followers
#GoProCityTour: five ambassadors showcase their city in stories
Gotaga × G-Corp, with Share Bien
Launch of GoPro's first TikTok account in Europe
@goprofr becomes the most-followed GoPro Instagram account in EMEA; 100,000 TikTok followers
GoPro HERO: flat lay and stop motion carousels
Mission 1 Pro launch: four tech YouTubers activated by Share Bien, reviews live on release day
Partnership begins, after a GoPro EMEA agency pitch
HERO10 launch and the agency's first studio-produced video
@goprofr passes 200,000 Instagram followers
#GoProCityTour: five ambassadors showcase their city in stories
Gotaga × G-Corp, with Share Bien
Launch of GoPro's first TikTok account in Europe
@goprofr becomes the most-followed GoPro Instagram account in EMEA; 100,000 TikTok followers
GoPro HERO: flat lay and stop motion carousels
Mission 1 Pro launch: four tech YouTubers activated by Share Bien, reviews live on release day
OUR OTHER CABINS
Discover all our other projects.
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Social
TheiCollection: editing Reels, TikTok and Shorts
So, shall we work together?
Yes
No
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