COMPANY SIZE !
DJI FLAGSHIP STORE
(SHENZHEN & SEOUL & HONGKONG & SHANGHAI) !
PRODUCT LINES
Spreading Wings Zenmuse Gimbals Ronin-MX Lightbridge
Ronin-M
Flight Controllers Flame Wheel
Matrice 100 OSMO Phantom 4 Pro Agras MG-1S Inspire 2 Mavic Pro
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 Event in Granada, Spain, Siera Nevada, KPI: Audience 310 Mio
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