Case Study: CapitaStar attracts Gen Z shoppers with Merkle's social media loyalty campaign

CapitaStar boosts Gen Z signups 155% with Merkle

CapitaStar, a lifestyle and shopping rewards program, partnered with the vendor Merkle to address the challenge of attracting Gen Z consumers. This demographic, known for its tech-savviness and lack of brand loyalty, was not engaging with CapitaStar's physical malls or its twin digital platforms, eCapitaMall and Capita3Eats. The goal was to generate awareness, create tailored content, and increase engagement with this valuable audience.

Merkle's solution was to create and launch the "CapitaStar Live 247," an online shopping festival live-streamed on social media. The approach included an interactive "shoppertainment" live show, a social media ambassador contest (#HelloIAm) to promote authenticity, and leveraging influencers to attract viewers. Merkle amplified the campaign's reach with 24 targeted social media posts and ads on platforms popular with Gen Zs, like TikTok and Instagram. The results were significant, with a 155% increase in Gen Z sign-ups for the CapitaStar app, a 6x year-on-year sales uplift for its digital platforms, and a 20% increase in social media followers.

CapitaStar