DJI Mavic Adventures - Factory Media

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Case Study

DJI Mavic Adventures

A punchy, exciting and informative video series that showcases the best of the new DJI Mavic Pro drone. Using mountain biking, surfing, cycling, hiking and snowboarding, Mpora’s Seb Hejna talks (and walks) the user through the exciting features of this nifty little drone that makes it THE ideal device to capture all your action sports moments with.

BRIEF

DJI introduced the new Mavic Pro drone, a state of the art piece of gadgetry with numerous exciting features, and came to Factory Media to produce a video series showcasing the ins-and-outs of the new product. The new features of the Mavic Pro drone, such as its ability to avoid trees, track subjects using active track mode, fly at a superfast 65 mph speed, and an ability to hover unaided, make it ideal for capturing the best moments in action sports.

Using mountain biking, surfing, road cycling, hiking and snowboarding to highlight these features, we grabbed our Managing Editor, Seb Hejna to stand in as our charismatic presenter, and set about creating straightforward tutorials on how to use the Mavic Pro drone, and how to unlock its potential.

THE IDEA

Video tutorials have reached new heights of popularity on social media platforms, especially those that are presenter-led with subtitles to read along to. Understanding this engagement and knowing how to tap into it allowed us to make a video series that hooks and draws in our audience, teaching them something they did not know before with a punchy, exciting and attitude-fuelled style… and not to mention, breathtaking shots captured along the way on the Mavic Pro’s 4K Ultra HD Video camera.

The videos were posted on Mpora’s Youtube in succession, and then seeded on Facebook. While we were unsure that the reception to the 5-min long tutorials would go down well on Facebook, it were pleased to see that the average user stopped to watch and were absorbed by the content thanks to Seb’s attention-grabbing presenting style.

DJI MavicAdventures dropped on the 12th October 2017 with a warm up episode on how to simply fly the Mavic Pro with confidence. Followed by the introduction to the active track mode which is ideal for following mountain bikes down the trail, the magic of flying backwards to capture surfers on wave barrels, how to get your Mavic drone to follow you to the top of a rocky hill (and then take the ultimate hands-free selfie!), and how to capture every twist and bend of a snowboarder performing a backflip off a kicker.   

THE OUTCOME

To say DJI were pleased with the video series would be an understatement. They were so pleased, they asked if Seb and the series wouldn’t mind being the face of their global campaign! DJI took ownership of the video series was posted onto the Chinese website Weibo and massed a total of 2.2 million views there alone.

Organically, and through Factory Media channels, videos fetched a cool 500,000 views on Facebook, the most popular episode being the mountain biking one that was filmed at Woody’s Bikepark in Cornwall. Released at exactly the right time in November, the snowboarding episode fetched a further 100,000 video views on Facebook, and all together there was a reach of 2 million across all posts on all platforms.

DJI backed up the Youtube videos from their end, directing traffic towards Mpora, and we knew the world was looking at our channels for the latest episodes of the DJI Mavic Adventures series.  

Did we convince anyone to buy a £1,100 drone? We don’t know…! But our video series was as educational as it was entertaining, pulled all of our titles and our best strengths together under one theme, and of course, an absolute delight to create.

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