DJI reaches travelers capturing their adventures in AI travel assistant Fuego
DJI × Fuego
Advertiser: DJI
Placement: Fuego AI
Campaign Period: June
Total Ad Spend: $5,000
Markets Targeted: All 27 EU member states
CPC Cap: $1.10
TL;DR
DJI used Thrads’ self-serve platform to launch Conversational Native Ads inside Fuego.travel in under 5 minutes, investing $5K over one month. Results: $1.10 avg. CPC (–27 % vs $1.50 baseline), 5.6 % CTR (×2.8 vs 2 % benchmark), 4 % purchase conversion (vs 2.5 % baseline), 3× purchase ROAS, and $15,000 in attributed revenue.
1. Context & Objectives
DJI is the world’s leading consumer-drone maker, from pocket gimbals to pro rigs. In June 2025, they aimed to capture in-trip purchase intent by advertising to European travelers via Fuego.travel, the top AI travel assistant in the EU backed by EWOR Ventures.
Objectives:
Lower avg. CPC to ≤ $1.20 (vs $1.50 historical)
Achieve CTR ≥ 3.5 % (vs 2 % industry)
Boost purchase conversion to ≥ 4 % (vs 2.5 % baseline)
Deliver ≥ 3× ROAS within 30 days
Generate ≥ $12.5 K incremental revenue
2. Audience & Targeting
Sweet Spot: EU travelers planning trips who value aerial footage.
On Fuego.travel, users asked:
“compact drones for city tours”
“best aerial camera for the Alps”
“how to film the Northern Lights”
These high-intent, trip-planning moments align perfectly with DJI’s portfolio.
Demographics: 25–45 year-olds
Geography: All 27 EU countries (programmatic match via Thrads)
3. Solution & Execution
A. Campaign Setup (< 5 minutes)
DJI’s team logged into Thrads’ dashboard.
Set budget ($5K) and CPC cap ($1.10).
Defined Europe as the target region.
Enabled real-time ad creative generation contextual to each traveler’s chat.
No manual placements or publisher selection—Thrads programmatically matches and serves ads.
B. Contextual Triggering
Trigger Logic: Ads fire on product-intent queries (e.g., “best drone for backpacking”).
Dynamic Creative: Thrads pulls drone visuals, specs, and crafts copy on the fly (e.g., “Capture every summit in 4K—tap to explore DJI Air 3”).
C. User Flow
In-Chat Ad Card appears within the assistant’s reply.
Single Tap deep-links to DJI’s EU storefront, pre-selecting regional pricing.
Checkout completes in one step—no extra form-fills.
4. Detailed Results
C. User Flow
In-Chat Ad Card appears within the assistant’s reply.
Single Tap deep-links to DJI’s EU storefront, pre-selecting regional pricing.
Checkout completes in one step—no extra form-fills.
4 Detailed Results
Metric | Thrads in Fuego.travel | Baseline (Open-Web) | Delta |
Total Spend | $20,000 | — | — |
Impressions | 81,250 | — | — |
CTR | 5.6 % | 2 % | ×2.8 |
Clicks | 4,545 | — | — |
Avg. CPC | $1.10 | $1.50 | –27 % |
Purchase Conversion Rate | 4 % | 2.5 % | +60 % |
Conversions | 182 | — | — |
Return on Ad Spend (30 d) | 3× | 1.5× | +100 % |
Attributed Revenue | $15,000 | — | — |
Device Breakdown: Mobile 68 %, Desktop 32 %
Peak Engagement: 6 pm–9 pm local timeNote: A 5.6 % CTR (×2.8 vs 2 % benchmark) shows how in-chat, high-intent travel contexts drive strong engagement.
5. Why It Worked
Rich travel-intent signals – Thrads mines long-form trip-planning chats for precise targeting.
Moment-of-need relevance – ads appear when users plan routes or gear, maximizing clicks.
Programmatic self-serve – zero dev lift; DJI launched and optimized in minutes.
Native UX – in-chat cards feel like personalized travel tips, not ads.
