DJI launches their new drone, Mavic Pro, during an event live-streamed on YouTube, featuring live demonstrations from media personalities, including Jon Olsson and iJustine. The case study explores different tactics to maximize exposure for a live streamed event.

1. DJI LIVE CASE STUDY
YOUTUBE LIVE

2. DJI – Mavic Pro Launch
WHAT:
DJI launches their new
drone, Mavic Pro, during
an event live-streamed on
YouTube, featuring live
demonstrations from media
personalities

3. KEY RESULTS:
• 98K Views on YouTube
• 46% Increase in Views from
Live Stream Amplification
• 130K Added Value Views
between Live Stream & Re-
Broadcasting
• 4X Increase from Pre-
Campaign Mentions to
Post-Campaign
• 117% Increase in Positive
Sentiment
DJI – Mavic Pro Launch KPIs

4. WHAT:
Rather than start the live stream
immediately, DJI used a graphic to inform
viewers the event “will begin shortly” —
which stayed on for 23 minutes
KEY TAKEAWAYS:
Often-times brands start a live stream
immediately with action, which means
people who tune in late miss what’s going
on or are playing catch-up. This graphic
ensures that the maximum number of
people get to catch the start
DJI – Teaser Graphic

5. WHAT:
DJI breaks the almost 30 minutes
of tease period with a pre-recorded
highlight reel — shown on the
stage screen — of outdoor aerial
shots using a Mavic Pro
KEY TAKEAWAYS:
The highlight reel is the equivalent
of seeing the finished product and
allows DJI to use the live event to
showcase the technology and how
they got to this point
DJI – Mavic Pro Intro

6. WHAT:
Michael Perry, Director of Strategic
Partnership for DJI, acts as the
presenter and speaker of the live
event
KEY TAKEAWAYS:
As with the majority of live streams,
it’s important to have someone take
us through the journey that is the
live stream. This gives the viewers
the feeling of intimacy and
engagement
DJI – Human Touch

7. WHAT:
Perry builds up to how the evolution
of drones would make carrying one
in a backpack the next logical step,
but that’s not what DJI has done.
They’ve gone further by making the
Mavic nearly pocket-sized
KEY TAKEAWAYS:
The misdirection of having the
backpack on display created a larger
audience impact when Perry pulls
the Mavic off of his belt behind him
DJI – Mavic Pro Launch

8. WHAT:
DJI introduces professional
alpine ski racer, Jon Olsson, to
showcase how he uses the
Mavic Pro. Olsson also demos
the product in real-time on stage
KEY TAKEAWAYS:
Having a “testimonial” from a
celebrity with practical use case
scenarios helps the audience
relate to an otherwise
“company” presentation
DJI – Celebrity Demo

9. WHAT:
Tech celebrity, iJustine, shows the
Mavic Pro in everyday-type, more
accessible situations — going kayaking,
playing basketball, and in a trampoline
park
KEY TAKEAWAYS:
While Olsson showed us his
breathtaking locales, iJustine shows
how a broader audience can take
advantage of the new drone while
showing how easy-to-use it can be
DJI – Celebrity Demo #2

10. WHAT:
Rather than only broadcast the live
stream on their YouTube page, DJI
took advantage of Amplification,
which served the live stream as a
native ad on relevant publisher sites
KEY TAKEAWAYS:
By serving the live stream as an ad,
this allowed DJI to maximize their
potential audience and drive more
viewers to the live stream
DJI – Amplification

11. WHAT:
DJI re-broadcast the live stream to
give the event even more exposure
KEY TAKEAWAYS:
Similar to a TV commercial, a brand
does not air a commercial once and
then leave it on their page in hopes
people will find it. They re-broadcast
and push it to several channels to
maximize viewership
DJI – Re-Broadcast

12. WHAT:
DJI focused their real-time live
stream ads on Tech, Entertainment,
Lifestyle, and Adventure publishing
sites
KEY TAKEAWAYS:
By serving the live stream on the
drone market’s most likely
consumers, DJI’s live event ads
were 2.8X higher than the industry
benchmark
DJI – Increased CTRs