DJI

Throughout the campaign period, iD Collective was responsible for the below activities:  

Press Office – Developing campaign press releases and proactively pitching the newly launched products to untapped media across print and online, Australia-wide.  

Media Loans – Coordinating and managing product loans with media for editorial reviews while encouraging hands-on experiences with the new technology and DJI training experts.

Media Relations – Establish positive media relations and cement a strong brand presence within new media categories including, pop culture, men’s, news, lifestyle, fashion and travel media categories.

 

CLIENT OBJECTIVES

•Create awareness and excitement around the launch of the new DJI Mini 2 Drone + DJI Pocket 2 within the Australian Market.

•Secure at least 18 pieces of coverage for the DJI Pocket 2 in female / lifestyle magazines, followed by fashion and luxury titles.

•Secure at least 26 pieces of coverage for the DJI Mini 2 in men’s and female lifestyle magazines / online media, followed by travel, pop culture and with art titles.

•Out of the coverage generated, at least 30% of coverage secured should be in tier-one or mainstream media

OUTCOMES

• Coverage results for both the DJI Mini 2 and DJI Pocket 2 exceeded both KPIs by more than double, securing a total of 148 pieces of coverage for the Mini 2 and 40 pieces of coverage for the Pocket 2.

• The total audience reached throughout the campaign for the DJI Mini 2 was 28,247,800 and for the DJI Pocket 2 was 13,329,900

• Coverage appeared in key target titles such as The Australian, delicious Magazine, Boss Hunting, RUSSH and ESCAPE.