Group Discussion--Group5
Group Member
ZHANG Han; WANG Andi; LI Yuwei; YE Yijia; XIANG Lushan; CHEN Yijie
WEEK8
大疆DJI
1.Paid media
DJI invested in many sorts of paid media, and professional evaluation on the technical parameters as well as aesthetic visual presentation of the image quality are two methods DJI used.
In terms of professional evaluation on technical parameters, DJI will pay for famous KOL or technological websites to use their products, such as Pocket 3. Then, the KOL and editors of technological websites will generate positive content that not only evaluates the quality and parameters of Pocket 3 in a highly professional manner but also complements Pocket 3 as a competitive product with the support of data and other scientific evidence. Considering the technical bloodline of DJI and its product, this strategy has proved to be useful, as the customers will not only be attracted to Pocket 3 by KOL’s professional analysis but will also use that analysis as a reference. Thus, not only beginners will be enchanted by fancy data and parameters, but adept users could also be attracted as they could evaluate the data offered by KOL carefully to make their decisions. It would be hard for most people to argue that some data might be beautified, and therefore make these contents more solid. These evaluations not only serve as advertisements but also play the role of official reports that guarantee some degree of credibility, and compensate for the rather low credibility of paid media. Such form of media exists in many forms across various platforms. In Little Red Book or Bilibili, these forms of paid media usually come with a combination of video, image, and short text. On third-party websites such as technological websites, these paid media appear as long articles with several pictures, and the readers can find the information they want quickly. However, this type of media requires DJI to be very confident in Pocket 3, as the price of having customers harder to argue against KOL’s data makes it harder for the KOL to fake up data. Therefore, DJI has to promise the quality of Pocket 3 is good enough to fully elaborate the power of professional evaluation on technical parameters.
On the other hand, DJI invited a lot of KOLs who are known for their professional photography skills to shoot beautiful images using Pocket 3. Considering that Pocket 3 is a camera itself and is known for capturing good-quality images, this type of paid media could be very effective. Usually, the KOLs will edit their images into videos or posts, and these contents will be distributed on various platforms such as Bilibili, Little Red Book, or Tiktok. These contents are usually expected to attract a lot of audiences giving credit to their visually appealing property. Usually, many users that are out of the radar of DJI’s targeted user segmentations would be attracted, giving DJI a higher chance to absorb and transform external audiences into actual customers. Meanwhile, these beautiful images could also be a solid reference for beginners and adept users to consider purchasing Pocket 3: knowing how impressive Pocket 3 could be would help people a lot in making their buying decisions. Besides, a lot of content produced in this way has the potential to go viral. Therefore, DJI Pocket 3 could reach out to a wider range of customers. A highlighted advantage of this strategy is that it avoided the credibility issue of paid media as well as increased the possibility of making things go scale(just like the earned media could do). However, such a strategy also required higher quality content such as nicely edited videos or magnificent visual images, implicitly diminishing the “immediacy” advantages of paid media.
In addition to professional evaluations and video demonstrations, DJI also invites KOLs from social media platforms to promote the product through soft advertising. This part focuses on the KOLs' personal emotional experiences and usage sharing. On one hand, it integrates emotional resonance into everyday life scenarios. KOLs use the DJI Pocket 3 in various situations, such as family gatherings, outings with friends, and daily street photography, capturing beautiful moments in ordinary life. They share these snippets through videos or images, emphasizing how the product seamlessly enhances the quality of daily life. KOLs also share their stories with the DJI Pocket 3, such as their initial impressions and experiences capturing special moments. By tapping into emotional resonance, they create a deeper emotional connection and sense of identity for their fans regarding the product.
On the other hand, KOLs summarize their experiences and insights from using the DJI Pocket 3, including aspects like shooting quality, battery life, and portability. They share tips and challenges faced while using the DJI Pocket 3, such as how to quickly adjust settings and effectively manage battery life. Additionally, they briefly introduce and demonstrate some of the DJI Pocket 3's unique features, such as auto-tracking, slow-motion shooting, and HDR mode, sharing how these functionalities bring surprises in practical shooting situations.
DJI invested in many sorts of paid media, and professional evaluation on the technical parameters as well as aesthetic visual presentation of the image quality are two methods DJI used.
In terms of professional evaluation on technical parameters, DJI will pay for famous KOL or technological websites to use their products, such as Pocket 3. Then, the KOL and editors of technological websites will generate positive content that not only evaluates the quality and parameters of Pocket 3 in a highly professional manner but also complements Pocket 3 as a competitive product with the support of data and other scientific evidence. Considering the technical bloodline of DJI and its product, this strategy has proved to be useful, as the customers will not only be attracted to Pocket 3 by KOL’s professional analysis but will also use that analysis as a reference. Thus, not only beginners will be enchanted by fancy data and parameters, but adept users could also be attracted as they could evaluate the data offered by KOL carefully to make their decisions. It would be hard for most people to argue that some data might be beautified, and therefore make these contents more solid. These evaluations not only serve as advertisements but also play the role of official reports that guarantee some degree of credibility, and compensate for the rather low credibility of paid media. Such form of media exists in many forms across various platforms. In Little Red Book or Bilibili, these forms of paid media usually come with a combination of video, image, and short text. On third-party websites such as technological websites, these paid media appear as long articles with several pictures, and the readers can find the information they want quickly. However, this type of media requires DJI to be very confident in Pocket 3, as the price of having customers harder to argue against KOL’s data makes it harder for the KOL to fake up data. Therefore, DJI has to promise the quality of Pocket 3 is good enough to fully elaborate the power of professional evaluation on technical parameters.
On the other hand, DJI invited a lot of KOLs who are known for their professional photography skills to shoot beautiful images using Pocket 3. Considering that Pocket 3 is a camera itself and is known for capturing good-quality images, this type of paid media could be very effective. Usually, the KOLs will edit their images into videos or posts, and these contents will be distributed on various platforms such as Bilibili, Little Red Book, or Tiktok. These contents are usually expected to attract a lot of audiences giving credit to their visually appealing property. Usually, many users that are out of the radar of DJI’s targeted user segmentations would be attracted, giving DJI a higher chance to absorb and transform external audiences into actual customers. Meanwhile, these beautiful images could also be a solid reference for beginners and adept users to consider purchasing Pocket 3: knowing how impressive Pocket 3 could be would help people a lot in making their buying decisions. Besides, a lot of content produced in this way has the potential to go viral. Therefore, DJI Pocket 3 could reach out to a wider range of customers. A highlighted advantage of this strategy is that it avoided the credibility issue of paid media as well as increased the possibility of making things go scale(just like the earned media could do). However, such a strategy also required higher quality content such as nicely edited videos or magnificent visual images, implicitly diminishing the “immediacy” advantages of paid media.
In addition to professional evaluations and video demonstrations, DJI also invites KOLs from social media platforms to promote the product through soft advertising. This part focuses on the KOLs' personal emotional experiences and usage sharing. On one hand, it integrates emotional resonance into everyday life scenarios. KOLs use the DJI Pocket 3 in various situations, such as family gatherings, outings with friends, and daily street photography, capturing beautiful moments in ordinary life. They share these snippets through videos or images, emphasizing how the product seamlessly enhances the quality of daily life. KOLs also share their stories with the DJI Pocket 3, such as their initial impressions and experiences capturing special moments. By tapping into emotional resonance, they create a deeper emotional connection and sense of identity for their fans regarding the product.
On the other hand, KOLs summarize their experiences and insights from using the DJI Pocket 3, including aspects like shooting quality, battery life, and portability. They share tips and challenges faced while using the DJI Pocket 3, such as how to quickly adjust settings and effectively manage battery life. Additionally, they briefly introduce and demonstrate some of the DJI Pocket 3's unique features, such as auto-tracking, slow-motion shooting, and HDR mode, sharing how these functionalities bring surprises in practical shooting situations.
2.Owned Media
1. Official Website and Product Pages:
DJI utilizes dedicated product pages on its official website to showcase the features and specifications of the Osmo Pocket 3. These pages offer detailed product introductions, technical specifications, video demonstrations, download options, frequently asked questions, and a direct purchase link.
2. Official Store:
The official store facilitates the purchase of the Osmo Pocket 3, along with related accessories and bundles. This not only increases product accessibility but also provides a one-stop shopping experience.
3. Social Media Accounts:
DJI posts content related to the Osmo Pocket 3 on social media platforms (such as Bilibili & Xiaohongshu), including product introductions, usage tips, and creative filming techniques, to attract and engage the target audience.
4. User Community:
The DJI community is a platform for users to share experiences, ask questions, and get technical support. DJI publishes official tutorials, firmware update notifications, and user guides in the community, enhancing interaction among users and a sense of community around the brand.
5. Email Communications:
DJI uses email marketing to send out product updates, special offers, and user guides to maintain contact with existing and potential customers.
6. Mobile Apps:
The DJI Mimo app is not only essential for activating the Osmo Pocket 3 but also provides a wealth of tutorials, editing tools, and community-sharing features, enhancing user engagement and the practicality of the product.
There is a company-created community, DJI Community: https://bbs.dji.com/[i], featuring tutorials, work displays, events and other sections.
DJI has official accounts on the following media platforms:
Bilibili: DJI大疆创新, with 900,000 fans and 1,134 videos, updated two times a day, with an average of 5,000-10,000 plays.
Zhihu: DJI大疆创新has 57,000 fans, 166 answers and 59 articles, with an average of 20-200 likes.
Shake: DJI official flagship store intelligent live room , there are 568,000 fans, 2,800 videos, each like in the range of 5-2,000. DJI smooth flying live room , there are 150,000 fans, 2,000 videos, each like in the range of 1-10.
Xiaohongshu: DJI大疆创新, there are 397,000 fans, 698 notes, the average likes in 100-300 or so.
Weibo: DJI大疆创新, 1,199,000 fans, there are more than 10,000 contents, the average likes in dozens to hundreds ranging.
Comprehensively speaking it has a better exposure and publicity on Bilibili and Xiaohongshu.
Through these owned media channels, DJI can communicate directly with consumers, build brand trust, provide a consistent brand image, and deliver a high-quality user experience. These strategies help increase the market presence and sales performance of the Osmo Pocket 3.
1. Official Website and Product Pages:
DJI utilizes dedicated product pages on its official website to showcase the features and specifications of the Osmo Pocket 3. These pages offer detailed product introductions, technical specifications, video demonstrations, download options, frequently asked questions, and a direct purchase link.
2. Official Store:
The official store facilitates the purchase of the Osmo Pocket 3, along with related accessories and bundles. This not only increases product accessibility but also provides a one-stop shopping experience.
3. Social Media Accounts:
DJI posts content related to the Osmo Pocket 3 on social media platforms (such as Bilibili & Xiaohongshu), including product introductions, usage tips, and creative filming techniques, to attract and engage the target audience.
4. User Community:
The DJI community is a platform for users to share experiences, ask questions, and get technical support. DJI publishes official tutorials, firmware update notifications, and user guides in the community, enhancing interaction among users and a sense of community around the brand.
5. Email Communications:
DJI uses email marketing to send out product updates, special offers, and user guides to maintain contact with existing and potential customers.
6. Mobile Apps:
The DJI Mimo app is not only essential for activating the Osmo Pocket 3 but also provides a wealth of tutorials, editing tools, and community-sharing features, enhancing user engagement and the practicality of the product.
There is a company-created community, DJI Community: https://bbs.dji.com/[i], featuring tutorials, work displays, events and other sections.
DJI has official accounts on the following media platforms:
Bilibili: DJI大疆创新, with 900,000 fans and 1,134 videos, updated two times a day, with an average of 5,000-10,000 plays.
Zhihu: DJI大疆创新has 57,000 fans, 166 answers and 59 articles, with an average of 20-200 likes.
Shake: DJI official flagship store intelligent live room , there are 568,000 fans, 2,800 videos, each like in the range of 5-2,000. DJI smooth flying live room , there are 150,000 fans, 2,000 videos, each like in the range of 1-10.
Xiaohongshu: DJI大疆创新, there are 397,000 fans, 698 notes, the average likes in 100-300 or so.
Weibo: DJI大疆创新, 1,199,000 fans, there are more than 10,000 contents, the average likes in dozens to hundreds ranging.
Comprehensively speaking it has a better exposure and publicity on Bilibili and Xiaohongshu.
Through these owned media channels, DJI can communicate directly with consumers, build brand trust, provide a consistent brand image, and deliver a high-quality user experience. These strategies help increase the market presence and sales performance of the Osmo Pocket 3.
3.Earned media
The earned media strategy for DJI's Osmo Pocket 3 goes beyond traditional media coverage, social media sharing, and user reviews, building brand influence and fostering user loyalty through multi-platform user-generated content (UGC) and community engagement.
(1) Media Coverage: Numerous tech media outlets and photography blogs have published in-depth reviews and recommendations of the Osmo Pocket 3, emphasizing its high-quality imaging and portability, which reinforces the brand's reputation. For instance, TechRadar and Videomaker commended its 4K video capability and image stabilization, enhancing the Pocket 3's appeal among professional content creators and photography enthusiasts.
(2) Social Media Sharing and Community Engagement: DJI encourages users to share their experiences and creative projects on platforms like TikTok and Instagram. On TikTok, the brand tag #dji has accumulated over a million posts, many from everyday creators sharing their usage experiences and recommendations, significantly amplifying brand visibility and credibility. On Instagram, DJI strengthens user engagement and brand loyalty by reposting UGC and hosting giveaways.
(3) Video Reviews: Users have uploaded various tutorials and reviews of the Osmo Pocket 3 on video platforms like Bilibili, showcasing the device’s image quality and ease of use. These reviews provide potential customers with an authentic understanding of the product’s performance, creating trustworthy word-of-mouth endorsements.
(4) User Reviews: On e-commerce sites and photography forums, user feedback on the Pocket 3 has been overwhelmingly positive, with notable praise for its stability, image quality, and fast charging capabilities. These genuine user experiences offer valuable insights for potential buyers.
Through a diverse earned media strategy, DJI’s Osmo Pocket 3 has built a strong user community and brand presence, further enhancing its market recognition and user loyalty.
The earned media strategy for DJI's Osmo Pocket 3 goes beyond traditional media coverage, social media sharing, and user reviews, building brand influence and fostering user loyalty through multi-platform user-generated content (UGC) and community engagement.
(1) Media Coverage: Numerous tech media outlets and photography blogs have published in-depth reviews and recommendations of the Osmo Pocket 3, emphasizing its high-quality imaging and portability, which reinforces the brand's reputation. For instance, TechRadar and Videomaker commended its 4K video capability and image stabilization, enhancing the Pocket 3's appeal among professional content creators and photography enthusiasts.
(2) Social Media Sharing and Community Engagement: DJI encourages users to share their experiences and creative projects on platforms like TikTok and Instagram. On TikTok, the brand tag #dji has accumulated over a million posts, many from everyday creators sharing their usage experiences and recommendations, significantly amplifying brand visibility and credibility. On Instagram, DJI strengthens user engagement and brand loyalty by reposting UGC and hosting giveaways.
(3) Video Reviews: Users have uploaded various tutorials and reviews of the Osmo Pocket 3 on video platforms like Bilibili, showcasing the device’s image quality and ease of use. These reviews provide potential customers with an authentic understanding of the product’s performance, creating trustworthy word-of-mouth endorsements.
(4) User Reviews: On e-commerce sites and photography forums, user feedback on the Pocket 3 has been overwhelmingly positive, with notable praise for its stability, image quality, and fast charging capabilities. These genuine user experiences offer valuable insights for potential buyers.
Through a diverse earned media strategy, DJI’s Osmo Pocket 3 has built a strong user community and brand presence, further enhancing its market recognition and user loyalty.
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