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DJI – Building Fans with Events #AFBMC
DJI – Building Fans with Events #AFBMC
COMPANY SIZE!
DJI FLAGSHIP STORE
(SHENZHEN & SEOUL & HONGKONG & SHANGHAI)!
PRODUCT LINES
Spreading WingsZenmuse GimbalsRonin-MX Lightbridge
Ronin-M
Flight Controllers Flame Wheel
Matrice 100OSMOPhantom 4 Pro Agras MG-1SInspire 2 Mavic Pro
DJI – Building Fans with Events #AFBMC
Communication approach Europe
Social Media revolutionizes how people & brands interact, it is a way faster to write a private message/comment
than emails, phone calls and is more transparent. As DJI is a content company social media works perfect to
position our key values, product and use.
Our customers:
•  Our core audience & consumers are themselves very young & active on social media
•  Use our products to produce content for their own channels
•  As well content for companies for online exposure
•  Facebook & social media are deeply integrated in our products (apps & direct FB live features)
•  DJI > Worldwide company; social media is just the best & quickest way to reach our fans/(lead) customers all
over the world
•  “Communication” focused on events
•  Events all over Europe & all over the globe
•  Social media allows us to target & reach our audience locally to amplify the reach of our events
•  And share it with the rest of the world afterwards
•  PR activities within every event
24 hours race -
Germany
Race in at famous Nuerburgring.
Number one motorsport event in the
region. Spanning into Benelux
countries.
KPIs: over 200K spectators, 30Mio
Media reach, 10Mio Social Media
reach
World Rally
Championship –
Global: Europe,
China, Australia, S.
America
14 races within global series , mainly
in Europe with span to China, and
Americas
KPI: 3,5 Mio spectators, 500 Mio TV
and Media reach, 150 Mio Social
Media reach
FIS Freestyle
Champions Ship
Kieler Woche
The biggest regatta race in the world
Location: Germany, Kiel
KPI: 500K spectator in harbor, 200K views, 500k
social media reach, potentially TV and Media reach
World Surfing Tour (tbd)
European partnership in France and Portugal
KPI: 1,5 Mio online audience, 23 Mio FB views
Wake the Line
Major German Wake boarding event.
KPI: 300 K Social, 3 Mio TV Audience, 20k
Spectators
Building Fans With Events
Facebook insights: reach & engagement
Example campaign process social media
• Facebook & instagram are used together for different purposes
• Instagram stories to share more ”raw” content, behind the scenes, Q&A with the pilots…
• Both platforms to post shots of the team/drone shots of the action, edited
• Facebook to post final product (highlight videos, pic albums…)
WRC: Weltmeisterschaft Rally
Typical Facebook Posts:
WRC Highlights Video 2016
https://www.facebook.com/DJI/videos/1012444448861428/
WRC: Weltmeisterschaft Rally
DJI – Building Fans with Events #AFBMC

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DJI – Building Fans with Events #AFBMC

  • 4. DJI FLAGSHIP STORE (SHENZHEN & SEOUL & HONGKONG & SHANGHAI)!
  • 5. PRODUCT LINES Spreading WingsZenmuse GimbalsRonin-MX Lightbridge Ronin-M Flight Controllers Flame Wheel Matrice 100OSMOPhantom 4 Pro Agras MG-1SInspire 2 Mavic Pro
  • 7. Communication approach Europe Social Media revolutionizes how people & brands interact, it is a way faster to write a private message/comment than emails, phone calls and is more transparent. As DJI is a content company social media works perfect to position our key values, product and use. Our customers: •  Our core audience & consumers are themselves very young & active on social media •  Use our products to produce content for their own channels •  As well content for companies for online exposure •  Facebook & social media are deeply integrated in our products (apps & direct FB live features) •  DJI > Worldwide company; social media is just the best & quickest way to reach our fans/(lead) customers all over the world •  “Communication” focused on events •  Events all over Europe & all over the globe •  Social media allows us to target & reach our audience locally to amplify the reach of our events •  And share it with the rest of the world afterwards •  PR activities within every event
  • 8. 24 hours race - Germany Race in at famous Nuerburgring. Number one motorsport event in the region. Spanning into Benelux countries. KPIs: over 200K spectators, 30Mio Media reach, 10Mio Social Media reach World Rally Championship – Global: Europe, China, Australia, S. America 14 races within global series , mainly in Europe with span to China, and Americas KPI: 3,5 Mio spectators, 500 Mio TV and Media reach, 150 Mio Social Media reach FIS Freestyle Champions Ship Kieler Woche The biggest regatta race in the world Location: Germany, Kiel KPI: 500K spectator in harbor, 200K views, 500k social media reach, potentially TV and Media reach World Surfing Tour (tbd) European partnership in France and Portugal KPI: 1,5 Mio online audience, 23 Mio FB views Wake the Line Major German Wake boarding event. KPI: 300 K Social, 3 Mio TV Audience, 20k Spectators Building Fans With Events
  • 10. Example campaign process social media • Facebook & instagram are used together for different purposes • Instagram stories to share more ”raw” content, behind the scenes, Q&A with the pilots… • Both platforms to post shots of the team/drone shots of the action, edited • Facebook to post final product (highlight videos, pic albums…) WRC: Weltmeisterschaft Rally
  • 11. Typical Facebook Posts: WRC Highlights Video 2016 https://www.facebook.com/DJI/videos/1012444448861428/ WRC: Weltmeisterschaft Rally