Australians know DJI for drones. Now it launches into categories other brands already own, from action cameras up against GoPro to a robot vacuum that has to earn a place in people’s homes. Being the drone company doesn’t get you considered there, and it doesn’t make you trusted.
Nobody gives up their GoPro because a drone company says so. They switch when the people they already listen to, reviewers, gift guides, breakfast TV, keep saying it’s good.
A year-round program in four beats. Every launch goes to the reviewers each category trusts, on four-week loans long enough to find the flaws too. Every buying moment, Father’s Day, Black Friday, Christmas, puts DJI in the gift guides. Every September DJI shows its new gear at IFA in Berlin, and we work with the Australian journalists covering it. In 2025, that meant the Osmo 360 on Weekend Sunrise. And DJI’s drones for mines and farms go out to regional Australia.
Product reviews
A review program for every launch, 19 of them between November 2024 and April 2026, with units on four-week loans.
Media relations
Pre-launch firmware sorted for every reviewer, and long-term loans for the ones who write standout pieces.
Reporting
Day-one, one-month and three-month coverage reports on every launch, plus a weekly update on every review unit.
Retail
Gift guide and sales pitching for Father’s Day, Black Friday, Christmas, Prime Day and the spring sale.
Events
The Australian media at IFA in Berlin, looked after on the ground.
Corporate
DJI’s mining and farming news, out to regional Australia.
The consideration it earned.
Pieces of coverage across 19 launches, syndication included
1,316
Pieces for ROMO, DJI’s robot vacuum, including the AFR and CHOICE
71
Papers that ran DJI’s mining white paper, via AAP
73
