Store DJ Turned 3,606 Views Into 1,498 Entrants

Store DJ gave away two pairs of Technics AZ100 earbuds with a widget of just four Actions. 1,498 people entered from 3,606 Impressions, a 41.54% Conversion Rate, and 985 of them clicked through to the Technics collection on Store DJ’s site.

Store DJ is a specialist retailer focused on DJs, producers, and audio professionals. Its customers research gear, compare specs and weigh up brands before they spend, and much of what they buy is expensive.

So Store DJ didn’t aim this giveaway at everyone. It aimed it at people already shopping for gear and tried to move them a step closer to buying.

Who Store DJ Sells To

Store DJ needed to promote premium DJ equipment to an audience that:

• Is highly knowledgeable and detail-oriented

• Makes spec-driven purchase decisions

• Engages deeply with brands before buying

The hard part was reaching the right buyers. Store DJ needed to:

• Drive qualified, in-market traffic

• Encourage meaningful product exploration

• Strengthen trust across both brand and retailer

Four Actions, Entry Included

Store DJ partnered with Technics to launch a targeted giveaway featuring the AZ100 Flagship True Wireless Earbuds.

Store DJ kept the widget to four Actions, including the entry. It picked Actions that match how DJs already shop for gear. They browse product collections, compare specs, follow brands they trust and come back to their options before they buy. Each Action fits one of those steps, and an Entrant could do all four in one visit.

Two Pairs of Technics AZ100 Earbuds

Entrants were offered the chance to win one of two pairs of Technics AZ100 earbuds.

Entrants could complete these Actions:

• Visit the Technics collection at Store DJ

• Follow storedjonline and technics.aus on Instagram

The two Instagram Follow Actions pointed Entrants at both brands’ accounts, and the Visit a Page Action sent them to the Technics collection on storedj.com.au.

3,606 Views, 1,498 Entrants

Gleam’s report for the campaign shows:

• 41.54% Conversion Rate (1,498 Entrants from 3,606 Impressions)

• 3,951 Actions, 1,498 of them the entry itself

• 1,498 Entrants

The 3,951 Actions break down exactly into the four on the widget: 1,498 entries, 985 collection visits, 745 follows of storedjonline and 723 of technics.aus.

Entrants averaged 2.64 Actions each, entry included. The widget had four, so four was the ceiling. We read that 41.54% as a sign that most people who saw the widget wanted the gear as well as the prize.

985 Clicks to the Technics Collection

985 Entrants completed the Visit a Page Action to the Technics collection, 66% of the 1,498 Entrants.

The collection page lists 15 Technics products, from turntables to the AZ100 earbuds, with price filters down the side. That’s where a DJ compares models, checks specs and looks at prices, so the giveaway sent Entrants to the page where buying decisions get made.

What Store DJ Did Well

• Aimed the giveaway at DJs and producers

• Sent Entrants to a collection page with 15 Technics products

• Partnered with Technics, the brand behind the prize

• Kept the widget to four Actions that match how DJs shop

745 and 723 Instagram Follow Actions

The campaign combined Technics as the manufacturer and Store DJ as the retailer. Buyers of expensive gear judge both the product and the shop they buy it from, and one giveaway put both in front of them.

Technics supplied the prize and Store DJ ran the widget. Each brand got its own Instagram Follow Action, and storedjonline drew 745 against 723 for technics.aus.

Gleam records the click on a Follow Action, so the net follower gain on each account sits in Instagram’s own insights.

Key Growth Takeaways

Store DJ ran a four-Action giveaway with Technics and converted 41.54% of 3,606 Impressions into Entrants. So what can a specialist retailer take from it?

• Send Entrants to a brand collection page. 985 Entrants, 66% of 1,498, clicked through to the Technics collection, where 15 products sit next to price filters. Point your Visit a Page Action at the page where your buyers compare models.

• Cap the widget at four Actions. Store DJ’s four Actions, entry included, averaged 2.64 per Entrant. Cut any Action your buyers wouldn’t take while shopping for gear anyway.

• Give the brand partner its own Follow. storedjonline drew 745 Follow Actions and technics.aus drew 723. When a manufacturer supplies the prize, add a Follow Action for its account next to yours.

• Check follows in Instagram Insights. Gleam records the click on a Follow Action, so the 745 and 723 are clicks. Compare them against each account’s Instagram insights to see the net follower gain.