DJI reaches travelers capturing their adventures in AI travel assistant Fuego
Campaign Overview
Advertiser: DJI
Placement: Fuego AI (European Union)
Campaign Period: June (1 month)
Total Ad Spend: $20,000
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 $20 K 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 $60,000 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 ≥ $50 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,” or “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 ($20 K) 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
Metric | Thrads in Fuego.travel | Baseline (Open-Web) | Delta |
Total Spend | $20,000 | — | — |
Impressions | 325,000 | — | — |
CTR | 5.6 % | 2 % | ×2.8 |
Clicks | 18,182 | — | — |
Avg. CPC | $1.10 | $1.50 | –27 % |
Purchase Conversion Rate | 4 % | 2.5 % | +60 % |
Conversions | 727 | — | — |
Return on Ad Spend (30 d) | 3× | 1.5× | +100 % |
Attributed Revenue | $60,000 | — | — |
Device Breakdown: Mobile 68 %, Desktop 32 %
Peak Engagement: 6 pm–9 pm local time
Note: 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.
6 Voices From the Field
“Thrads let us reach travelers right when they plan trips—CTR jumped overnight.”
Susan Han— Paid Media Manager, DJI
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