What is Ramadan?
Ramadan is the ninth month of the Muslim calendar, and it marks the holy month of fasting. It is a time for reflection, spirituality, and celebration for millions of Muslims worldwide. This year Ramadan starts at sunset on the 22nd of March and ends at sunset on the 21st of April.
Why is Ramadan relevant to your business?
Ramadan presents an opportunity to reach a broader and more diverse audience for your business. There are approximately 1.9 billion Muslims globally, and about 50 countries where most of the population is Muslim. It’s a chance to build positive relationships with a vast community and show respect for the culture and traditions of Islam. At the very least, being culturally aware during this time will help your brand communicate better with your audience and demonstrate its understanding of its audiences.
Shopping Behaviour During Ramadan
According to Viden, online consumer spending in the Middle East and North Africa was valued at 6.2 billion U.S. dollars in 2022. Meta also released the results of a comprehensive study into the shopping habits of individuals who observe Ramadan during the holy month. ‘The Ramadan Moment Study’ was conducted with YouGov during Ramadan in 2022 and involved over 18,000 adults from 12 countries, including the UAE, Saudi Arabia, and Egypt. It revealed that 91 per cent of shoppers or observers in the UAE said they like to see content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid.
The report also highlighted the importance of personalising connections through Discovery Commerce, with 71 per cent of participants agreeing that it was easier to complete their Ramadan shopping with personalised products and gift suggestions.
What makes a good Ramadan campaign?
If you plan on running campaigns during Ramadan, we have a few ideas for creating compelling and respectful campaigns:
- Promote community and demonstrate examples of corporate responsibility.
- Telling stories of family and recipes is an excellent way to resonate with the community during Ramadan.
- Partnering with Muslim social media influencers, offering giveaways, and running competitions will allow you to reach a Muslim audience that may not already interact with your account.
Examples of Ramadan campaigns that we loved:
- McDonald's has had excellent Ramadan campaigns over the last few years, using creative imagery and Ramadan symbolism to represent fasting. Integrating Ramadan symbolism into their campaigns is a fun and casual way to recognise the fasting period.
- Tesco created a famous Ramadan campaign last year that came to life as the sun set. Created by BBH London, the digital billboard features a collection of empty plates during the day, which fill up with food as the sun sets. The transition signifies Iftar, the meal eaten by Muslims at the end of each day’s fast during Ramadan.
- Coca-Cola’s ‘Celebrate The Beauty Of Togetherness’ campaign was as heartwarming as it was successful. Their campaign showed the values of Ramadan and the #RealMagic behind Ramadan celebrations. The advert focused on the cultural connections between family and mealtimes, and this was the key to its success.
- The animation company Feed Me Light teamed up with KitKat to celebrate the season of Eid. KitKat introduced limited edition Ramadan Icons and invited the Muslim community to ‘share a break’ this Ramadan. The campaign showed recognition for the Muslim community and added a twist on the popular KitKat tagline to include the values of Ramadan.
- Ikea is celebrating Ramadan in its 2023 campaign, which tells a heartwarming story through the eyes of a young boy. In ‘Togetherness Assembled,’ viewers see the boy waiting to break fast as his mother asks him to help set the Iftar table. As each of his relatives sit down at the table, they realise that he has added a personal touch to each of their seats.
Whether you plan on adjusting current campaigns or creating new ones during Ramadan, respecting how your audience’s routines, lifestyle, and preferences may change during this time is a fantastic opportunity to show your customers you care about them and that you understand them. If you’re looking for more expert advice on how to build successful marketing campaigns, then make sure to check out our services page. Happy Eid, everyone!