The People’s Picks (TPP) is a nationwide consumer-voted awards program that invited customers to vote for Australia’s favourite ALDI products across 10 categories. Following the success of the 2019 competition, ALDI decided to launch the second edition in 2020.
Objectives
For 2020, ALDI wanted greater participation numbers to continue to build the emotional connection between their customer base and their products. Using the same voting process and microsite developed in 2019, Helium needed to refresh the site, giving it a new but familiar look and include the new “Good Different” categories which flow from their marketing and highlight ALDI’s unique offering in the FMCG space.
Increase Engagement
Maintain Secure Environment
Build Upon existing platform
Update Site Usability
Fig 03: 2019 Category page
Fig 04: 2020 Category page
This project had many stakeholders, including a number of agencies with their own responsibilities – social, media and creative. From first briefing until the end of competition, Helium was the main point of contact for all stakeholders. As the competition was introduced in 2019, this data was used as the baseline and this information was used by the stakeholders to identify key learnings and recommend ideas that would increase TPP’s profile.
Penetration testing and timeline concerns limited the changes that could be made to the platform; Helium focused efforts on customer experience.
Fig 05: Voting product tiles
Rather than recreate the wheel for 2020, ALDI wanted to reuse the existing platform and update it with new assets while avoiding any code changes and a Penetration Test (this would have caused significant increases to the budget and timeframes).
Solution
Helium’s long-term partnership with ALDI means we understand their key business drivers. It also means that the team at ALDI listen seriously when we make suggestions. For this year’s competition, and as a strategy for future growth, we recommended, and ALDI implemented:
Following an audit of the 2019 platform which had shown great results, for 2020 we decided to keep the same features and simply update it with new content. This included a new page for the Categories including lifestyle images to enhance the themes by contextualising each category e.g BBQ time, breakfast with the family.
The People’s Picks competition generated excellent results: The number of participants increased by 1,067% (from 3,954 to 46,054). The competition has generated 303,642 comments, up from 21,450 in 2019. This is a significant increase in the number of new insights for the brand. The bespoke eDM generation 96,000 unique visitors and grew the database subscribers from 1900 in 2019 to over 4000 in 2020.
With media coverage for strong visibility, ALDI delivered a new way to prove the quality of their products – by letting their customers show their loyalty to the best sellers.
Whoa, these numbers are crazy! - To Do: Follow up with Helium team and see how they can do the same on our site…
