Drone maker DJI brings on Diffusion PR

The firm is promoting two new products in the U.S.

Diffusion is helping to promote the DJI Mini 2.
Diffusion is helping to promote the DJI Mini 2.

NEW YORK: DJI has brought on Diffusion PR to promote its drone and camera products in the U.S.

The company selected Diffusion after an RFP process that took place in mid-October. Three agencies pitched for the account, and DJI selected Diffusion last month. 

The agency is supporting a three-month project focused on holiday pitching for two new products: the DJI Pocket 2 mini camera; and the DJI Mini 2 drone. The products launched in October. 

“Diffusion was tasked with approaching lifestyle media and pitching gift guides for these two products, specifically,” said Patrick Santucci, DJI’s senior comms manager and international product lead. “We usually work with tech or mainstream media, but Diffusion helps us tap into lifestyle media.”

Diffusion is also working on a creative social campaign with influencers to show consumers how they can use DJI’s products to get the ideal angle and shot for pictures for their social channels.

“The biggest hurdle we’ve had with the drone is a lot of people are intimidated by it or they think it is difficult to handle, so Diffusion is working on simplifying that language and reassuring people about the simplicity of flying,” said Santucci. “For the camera, the hurdle is differentiating it from a cell phone. We are letting people know the benefits of the tech that cell phones can’t do.

A team of six staffers is working on the account, led by Diffusion cofounder and president Ivan Ristic. Budget information was not disclosed. 

DJI also works with Edelman, which handles corporate branding for the company. 

Shenzhen, China-based DJI has offices in the U.S., Germany, the Netherlands, Japan, and South Korea.

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