DJI bets on storytelling to prove drones can be part of people’s lives

Drone maker DJI has rolled out #MyMavic campaign to show that a small, foldable drone is an everyday companion of a tech journalist, a vlogger and travel filmmaker.

The campaign’s message aims to tell consumers that DJI’s Mavic Pro is the drone for everyone to bring everywhere, no matter how packed your schedule or how small your bag.

The drone maker teamed up with YouTube celebrities Ellie and Jared from Utah, Kai Man Wong from Hong Kong and Kylie Flavell from Australia to make three storytelling videos.

Tech geek (feat. Kai Man Wong)

Nomad filmmaker (feat. Kylie Flavell)

Priceless moments (feat. Ellie and Jared)

“It was important to us that we featured real people who were genuinely interested in our products. It needs to be believable and natural, unlike a traditional ad which would immediately turn people off,” said Paul Moore, creative director at DJI.

DJI said there were no mentions of technical specifications in the videos, a nod to the campaign’s focus on personal relevance and what it meant to people rather than the technology that made it possible.

To date, the three videos have exceeded 956K views on YouTube, with similar view counts on Facebook and Twitter, the company said.

In addition to the three influencer videos at its core, social media content showcasing the design of the Mavic Pro and promoted content on owned and paid platforms, extended the mileage of the campaign to reach new audiences.

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