The challenge

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DJI is best known for its drones, aerial vehicles and professional imaging products, and the brand has long been considered a category leader. Holding that position in 2024 meant more than maintaining awareness. It meant connecting with very different audiences across very different markets, from professional cinematographers to first-time hobbyist buyers, each with their own purchase triggers, regulatory context and media habits.

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The brief was to translate that complexity into campaigns that felt local in every market while still laddering up to a single, coherent global brand story.

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The strategy

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We have been partners with DJI for over seven years, driving their global product expansion through a strategic, multi-layered approach:

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Redefining the target audience

We carried out regional geographic tiering and built segment profiles covering demographics, psychographics, and media consumption habits. The output was a prioritised audience map that told the media team where to invest, where to test, and where to hold back.

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Sharpening campaign performance

Our paid media team layered SEM keyword expansion, media mix modelling, and automated bidding optimisation on top of the audience map. Creative was localised market by market rather than translated, so that hero films, social cuts and shopping ads carried the cultural cues each region responded to.

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Tightening the feedback loop between targeting and creative

Audience signals from one platform fed creative iteration on another, so that messages landing in each market could be adapted, not duplicated.

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The results

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Across 2024, the partnership delivered:

• More than 45 million people reached worldwide.
• An 80% increase in purchase orders
• A 20% reduction in conversion costs

Talk to our global growth team about scaling your brand across markets.

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