Drone Champions League
Overiew
The Drone Champions League (DCL), the world’s leading mixed-reality drone racing series, had world-class content but an underperforming social presence. Despite hosting high-adrenaline races and having a global fanbase, their TikTok and Instagram channels were struggling. Virtually no organic reach. A dormant TikTok and low Instagram engagement. Over-reliance on cinematic edits and formal interviews, lacking native appeal for short-form platforms. DCL needed a complete rethink of how it approached social media — particularly short-form content.
Approach and Result
Fajr took control and flipped the script. She leaned into user-generated and employee-generated content, injected humor, used trending audio, and crafted meme-style Reels that matched the tone of TikTok and Instagram culture. Instead of showcasing just polished race footage, she brought the personality of the brand and its community front and center. DCL’s content became more than watchable — it became shareable, comment-worthy, and fun. The payoff was massive. DCL hit over 421 million impressions and reached 261 million users across TikTok and Instagram in 2024. What started as a temporary contract became an ongoing partnership. With Fajr steering the digital presence, DCL built a thriving online community that matched the adrenaline of its real-world events
