CapitaStar is a lifestyle and shopping program that rewards consumers for their everyday spending across CapitaLand shopping malls, eCapitaMall (digital mall) and Capita3Eats (food ordering platform).
The majority of CapitaStar users comprised of early Millennials and Gen Xs. CapitaStar wanted to target the Gen Zs, as they are starting to enter the workforce, have increasing purchasing power, and are reveling in the independence of spending their own money.
While aware of their spending power, CapitaStar faced challenges recruiting Gen Zs due to several reasons:
To address this challenge, CapitaStar partnered with Merkle for content creation and social media engagement with these objectives in mind:
CapitaStar partnered with Merkle to launch a shopping festival for Gen Zs that was live-streamed on social media channels on 24th July 2021.
Merkle placed targeted ads on specific channels such as TikTok, Instagram, Facebook, Facebook Audience Network, Facebook Messenger and programmatic, which drove link clicks to the #HelloIAm campaign landing page. These channels were selected as they have been identified as the most popular social media platforms among Gen Zs.
The CapitaStar Live 247 campaign was well-received by Gen Zs and delivered strong results on all fronts:
What’s significant about the CapitaStar Live 247 campaign was how it had rebranded CapitaStar to appeal to Gen Zs and successfully acquired, engaged and retained Gen Zs as loyal customers.
The CapitaStar Live 247 campaign clinched the bronze award for Excellence in Loyalty Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards Singapore 2021.