YouTube is the world’s largest video site and the second largest Internet search engine.
YouTube helps DJI drones become a super popular Chinese brand in the United States
When it comes to drones, we think of DJI. In addition to its popularity in China, DJI’s popularity abroad is beyond imagination. Its annual sales of consumer drones in 2017 were about 15 billion yuan, most of which came from overseas. The most surprising thing is that DJI occupies about 70% of the global consumer drone market share, and is a veritable light of China’s emerging technology.
In November 2017, DJI released three advertising videos on YouTube, as shown in Figure 5-1, and launched a marketing campaign called MyMavic, which received 1.97 million views. In the video, DJI tried to use the personal experience of YouTube shooters to illustrate that the foldable portable drone “Mavic Pro” is bringing new fun to the public.
DJI invited four YouTube photographers: technology journalist Kai Man Wong (280,000 followers), travel photographer Kylie Flavell (20,000 followers), and video bloggers Ellie & Jared (1.1 million followers) to talk about the changes that drones have brought to them. Whether riding, exploring islands or playing in the snow with their children, photographers can carry Mavic Pro with them. The ultra-portability of this drone makes it a part of life, just like shoes, notebooks, mobile phones, and cameras.
A well-known travel photographer on YouTube is one of the protagonists of the series of videos. He is used to traveling alone and has a strong demand for portable and powerful photography equipment. Kylie Flavell said: “I go to different countries every month, travel alone and shoot videos, so I need equipment that is light, highly integrated, ready to use, and can produce beautiful images. Mavic Pro perfectly meets these needs.”
This marketing did not mention any technical details, but focused on personal experience, completing a serious “heartfelt” event.