Skydio

In January 2019 Skydio began a search for a partner to help launch their truly astounding product, Skydio2 the world’s most advanced autonomous drone.  After identifying 20 potential agencies and soliciting presentations from 4, they chose MrRobSmiley to help with strategy, consumer perspectives, and key messaging and copy.

The Skydio 2 drone, with its unbelievable aerial abilities, offered the world not only a real alternative to the Goliath of drone manufacturers, DJI, but also to the notion that to own a drone required advanced piloting skills. This was a potentially massive new market. 

But with an extremely limited budget, attempting to develop an entirely new market was potentially both strategically and financially wrong. Skydio 2 needed credibility, credibility that only convincing the existing drone community creates. And to start selling immediately, Skydio needed to target people already prone to buying a drone. A plan was born to target the existing drone-aware, using word-of-mouth and media buzz to spread the word setting the stage for growing the future bigger market.

Embedded for several months within Skydio, I worked side-by-side with their DIY team of drone obsessives, AI experts, and genius engineers to create a data driven go-to-market plan built to be constantly optimized and to drive the list necessary to sell Skydio 2. I helped chart the strategic direction, plan and execute paid and social media, and wrote key copy for the site to help guide the tone and voice of the brand.

The entire effort started with a tease and the simple yet brazen line: “If you’re thinking of buying a drone, wait.” setting the tone and attitude for both the brand and rest of the campaign, as well as asking people to add their names to a list for more information. Nothing was revealed about the drone itself.

As the tease continued, constantly refreshed content reminded people that typical drones are “dumb”, and there was a “drone worth waiting for”, sparking even further speculation. All of this came in the form of highly curated social posts, paid advertising targeting consumer segments, and exclusive drone video content that stoked community excitement. Social conversation accelerated. The list of those interested exploded.

On launch day Skydio 2 was finally revealed with a film demonstrating its revolutionary features, a robust site, and crucial industry expert reviews. After all the online debate, speculation, and anticipation of overpromise, people were not disappointed.

 The result? Reservation numbers went far beyond expectations, with Skydio 2 selling out within a matter of hours. And more people are lining up every day. Why? Because people now realize traditional drones ARE dumb. And Skydio 2?  Actually quite smart.