DJI

Reaching more than 45 million people worldwide

Sector

Consumer Electronics

capabilities

Cross-Border

Performance Marketing

DJI is best known for its drones and professional imaging products. With its diverse product lineup, it needed to connect with a multitude of audiences across the world, from professional cinematographers to first-time hobbyists. Each group came with their own purchase triggers and media habits, which had to be addressed alongside any local drone regulations. To address this, we combined always-on local campaigns with strict global brand guidelines to allow for localisation while maintaining a single, coherent brand story.

Sharpening budget focus through systemic audience prioritisation

We built segment profiles for each potential customer group, covering demographics, psychographics, and media consumption habits. This was then mapped against a region tiering model to build a prioritised audience map that showed the media team where to invest, where to test, and where to hold.

A structured approach to managing budget and optimisation across multiple markets

We then took the audience map a step further by adding SEM keyword expansion, media mix modelling, and automated bidding optimisation. This allowed for a structured budgeting and optimisation approach, which was critical given the number of markets involved in the campaigns.

Localised creatives for local resonance and regulatory compliance

Campaign assets were localised for each market, rather than just translated. This included all hero films, social content, and shopping ads, which showcased each market’s respective cultural cues as well as device use in accordance to its local regulations.

A tight feedback loop between targeting and creative

A multi-channel creative optimisation tracker was built, allowing creative testing insights from any platforms to be applied to other creatives going live in-market. This was replicated across all key markets, building a structured creative testing and optimisation model for global rollout.

RESULTS

45M+

people reached worldwide

80%

increase in purchase orders

20%

reduction in conversion costs
Reaching more than 45 million people worldwide

DJI

A seven-year partnership combining regional audience strategy, SEM optimisation and creative localisation helped the world's leading drone maker grow purchase orders by 80 per cent and cut conversion costs by 20%.
45M+ people reached in 2024
80% increase in purchase orders
20% reduction in conversion costs
Sharpening budget focus through systemic audience prioritisation
We built segment profiles for each potential customer group, covering demographics, psychographics, and media consumption habits. This was then mapped against a region tiering model to build a prioritised audience map that showed the media team where to invest, where to test, and where to hold.
A structured approach to managing budget and optimisation across multiple markets
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