GoPro had an elite, robust paid-influencer program across the sports and lifestyle verticals. However, they lacked an organized plan for identifying, procuring, and maintaining organic influencers (unpaid) to aid in promoting UGC and strategically expanding into untapped markets.
While at 1000heads, I wrote the framework for GoPro's formal unpaid influencer program, the GTM strategy, and the communications scripts for bringing in the first groups of unpaid influencers.