The Brief
Our client, the camera and photography equipment maker, DJI, released a new personal use camera drone, the Mavic Pro series, and wanted to align themselves with the young, professional millennial audience as THE go-to brand for capturing fun and shareable action sports photographs and videos.
Selling the £1,100 drone was never going to be easy, so we conceived the idea of creating a 5-part video tutuorial series that highlights the Mavic Pro drones incredible variety of photo and video capturing tools. The video series would be released onto our strong social media channels, with editorial articles written alongside.
Pooling our expertise as a company, we created 5 different episodes: a basic tutorial, how to film mountain biking, how to film surfing, how to film hiking, road cycling and finally, snowboarding, using the wide variety of Mavic Pro features available. The videos were hosted on Mpora, with sharing efforts contributed by Dirt Magazine, Surf Europe, Outdoors Magic, Whitelines and Onboard Magazine.
My Role
As the social media and communities manager at Factory Media, it was my role to implement this integrated campaign across our different titles and platforms, with the deliverable assets going out on a schedule ensuring maximum coverage and attention. We had ambitious KPIs and targets to meet, which I was closely monitoring throughout the whole series, adjusting the strategy and content plan as we went along.
I chose the tone and diction of the campaign, optimizing the videos and photo assets for Facebook, YouTube and Instagram, and performing a precise paid social strategy alongside.
The Result
Social Media Reach: 2 million
Video views surmassed: 500K (90% organic video views)
Video views on Weibo: 2.2 million
