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Feast Case Study

Case study: MeClub revamps itself to attract more members and engagement

With the increasing number of loyalty and rewards programmes in the market today, it’s not easy to cut through the clutter and emerge as the top programme that comes to members’ minds.

Incepted in 2012 as a means to reward and engage Mediacorp’s audiences meaningfully. MeClub members started out as a programme for members to be able to interact with their favourite Mediacorp celebrities, and redeem star memorabilia, backstage and preview passes, amongst other perks.

As MeClub’s membership base grew, redemptions, user engagement rates, and page views were dropping. It was time for MeClub to innovate and evolve its rewards programme to remain relevant.

Looking to solve this problem, MeClub identified three key pillars in which MeClub’s members were keen on – Food, Travel, and Shopping. This led to the introduction of Feast in September 2016, a one-for-one dining privileges programme to engage MeClub’s members and host partners who are relevant to what MeClub’s members want.

This introduction led MeClub to clinch several awards. It won a Silver for Best App – Media Owner at the Mob-Ex Awards 2017, a Bronze in Best Engagement Strategy, a Bronze in Most Improved Offering by a Media Owner, a Silver for Best Corporate Branding by Media Owner, as well as Best App by a Media Owner (Gold) at The Sparks Awards 2017. It also clinched a Bronze for Best CRM Strategy at the Loyalty & Engagement Awards 2017.

This post was done in conjunction with Mediacorp.

Problem

As MeClub went through different phases, the focus was on expanding its partners, and engage and increase its membership base. And as MeClub’s membership base grew, redemptions, user engagement rates, and page views were dropping. MeClub had to innovate and evolve its rewards programme to remain relevant.

Solution

Recognising MeClub’s members’ preferences of Food, Travel and Shopping, Feast, a one-for-one dining privileges programme was launched in September 0216. The programme serves as a marketing platform to engage MeClub’s members and host partners who are relevant to what MeClub’s members want.

At the same time, Feast lets existing and new members enjoy attractive 1-for-1 dining offers at restaurants, bars, and cafes. Variety was also key, so MeClub’s members could enjoy numerous food options.

Available on desktop, mobile web, and app, Feast lets MeClub’s members enjoy easy access to 1-for-1 dining offers in restaurants islandwide, while enjoying potential savings of over SG$6,000 for just SG$48 a year. The SG$48 can be offset by Star Points.

Objectives

  • To engage MeClub’s members more meaningfully.
  • To increase MeClub’s membership base.
  • To onboard new partnerships via the new programme.

Execution

When Feast was launched, a 360-degree integrated campaign to promote the programme was held from 8 to 16 September 2016. The campaign included advertisements across television channels, radio stations, magazines, newspapers, digital, and out-of-home platforms.

Until today, Feast advertisements are being run in 8 Days and i-Weekly magazines. Feast is also being promoted in MeClub’s weekly email newsletters, social media accounts, in-app notifications, and on www.meclub.sg’s highlight banners.

Results

Feast’s strategic initiatives have clearly helped increase engagement and increase in MeClub’s membership.

Since its inception, Feast has onboarded over 100 paying restaurants, and over 24,000 Feast members who use the app regularly. This has also translated to more page views and redemptions from MeClub’s users via the website and app, as well as app downloads, as Feast can only be utilised via the MeClub app.

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