FX Legion x DJI Ronin 2: Social Media Promotion

Platform: Facebook, Instagram, Youtube
Project: Media Planning and Buying
Assignment: Advertising Strategy, Audience Segmentation and Retargeting, Copywriter

Role and Objective

DJI produced a behind the scenes look into the making of Marvel and FX’ Legion hosted by cinematographer Serge Desrosiers.

I created a strategy that promoted video views on Youtube, Facebook and Instagram without compromising traffic generating new web visitors in the process—going after a target audience mix related to film making and Marvel interests as well as people who are looking for cameras and gimbals. With 2 sets of video ads, I promoted the 4 minute long teaser video on Youtube and expanded that audience by retargeting previous viewers with the full 56 minute BTS video on mobile devices.

While only spending 86% of our ad budget, we exceeded our target Video Views by 549% which also brought 5,030 users to the website with 5,193 sessions—91% of them being new users.

Media Strategy