Ramadan Marketing : A season of opportunities
The holy month of Ramadan is fast approaching and it will be celebrated by millions of Muslims all over the world. Ramadan is holiest month of the Islamic calendar and one of the most important marketing periods for brands around the world, particularly in the Middle East and South East Asia.
Ramadan 2019 will take place starting 5th May 2019 in the evening, Muslims worldwide fast during daylight hours until 6th June. The Eid Al-Fitr will take place after this period.
What is fascinating about this month is the generous display & practice of humane values such as compassion, charity and empathy. This holy month is a time for giving, thankfulness, reflection and family as consumer behavior shifts (along with their sleep and work schedules) to self-improvement, worship and community.
While everyone strives to inculcate the spirit of Ramadan among themselves, brands get busy trying to capitalize on the advertising & promotion opportunities that the month provides.
Ramadan Advertising Budgets
Given the growing connection between the month of Ramadan and increased consumerism throughout the season, consumer focused companies typically increase their advertising spends during the month.
Ramadan brings about a complete change in the patterns of consumption, not just in terms of meals but media as well.
Studies show the average increase is around 20% during the month of Ramadan over normal monthly ad spends. With the increased demand for ad space it is crucial that advertisers understand where to get the most for their ad spend investment or they could easily see their additional spend result in decreased results.
Respecting Culture in Your Ramadan Marketing Messaging
Brands should be cautious when determining what ad messaging to use during Ramadan and should make sure their ads are always respectful of Muslim culture and tradition. In an attempt to create a catchy ad some marketers could go wrong by depicting something or saying something that some Muslims will find offensive. Brands have to remember that Ramadan is a religious tradition with strong emotional ties in the society that must be respected. All Ramadan Marketing messaging should be reviewed by multiple locals to confirm it will not be taken in the wrong way and damage a brands identity.
Three Phases to Ramadan Marketing & Advertising
Facebook and Google identifies that :
Phase one begins weeks before Ramadan and this is when you should start building awareness and consideration.
Focus on your Top Funnel (prospecting) during this time so you have healthy Lower Funnel (retargeting) audiences for phase two.
Phase two takes place during the first three weeks of Ramadan when consumer behavior will change and conversion (online purchases) increase.
Phase three is the final week of Ramadan and the Eid period, when gift-giving is at its peak.
2019 Ramadan Marketing Strategies
1. Ramadan – Incredibly Mobile
Google recently published data that clearly shows that Muslims across the Middle East and South East Asia region spend more time online, use their smartphones more and watch more Youtube videos during Ramadan. Despite this Google says most brands aren’t taking advantage of this opportunity. Instead these marketers continue to compete for a limited amount of space in traditional media outlets like TV and print. The opportunity in digital is clear for marketers who act now.
Focus on creating mobile-first, thumb-stopping creative with a simple and clear Call to Action (particularly important when targeting sleep-deprived audiences).
In order to help you understand the complete change in social media marketing, brands have to approach Facebook advertising with fresh eyes during Ramadan.
2. Update Your Creative with Ramadan Imagery in Static and Video Ads
In a recent study by Facebook, brands who used both static and video assets had on average a 17% higher rate of conversions compared to brands using static only.
Embrace the season and incorporate Ramadan symbols (like the crescent, dates and lanterns) into your static and video ads to ensure that your ad is on the Ramadan theme.
Video consumption increases dramatically during Ramadan. It’s the perfect time to be running video ads or brand/influencer video content. Produce your video ads for sound-off viewing, ensure that the brand and key message is communicated in the first 2-3 seconds, and utilize vertical video if possible.
3.Be Present on Instagram
Increase your focus on Instagram. The visual platform is perfect for communicating Ramadan themes of togetherness and family.
4. Align with TV Consumption
There is an 85% increase in global mentions of ‘watching TV’ during Ramadan, particularly as many regions create special Ramadan programming. In the UAE + KSA over 64% of users say they use FB & Instagram while watching TV¹. Consider how your ads can align with or reference Ramadan TV programming or the act of watching TV with family. Develop creative that can grasp attention immediately when people are browsing on mobile while watching TV.
5.Increase Bids and Budgets
Facebook usage increases by up to 200% from 2am to 5am and there are over 400% more conversions at 4am during Ramadan compared to non-Ramadan months. Consider using Facebook automated rules to increase your bids or budgets by 10% between 3pm and 6am. This period will become more competitive so higher bids will be required to get delivery, but you will also achieve better ROI.
6.Run Relevant Creatives in an Automated Manner
If your messaging will be changing pre-and-post Iftar, or pre-and-post Suhoor, consider using automated rules to switch between creatives at set times based on Ad Name.
7. Make Purchasing Lucrative
Be prepared for fierce competition during this period. Offer incentives (such as discounts) to purchase, and re-engage cart-abandoners with an offer.
8. Advertise Gift Ideas
Gift Giving increases during the final week of Ramadan. Facebook and Instagram are excellent platforms for inspiring your audience with gift ideas. consider changing the angle of your messaging to focus on gifting during this time.
9. Create Reasons to Believe
Build authentic connections between your brand and Ramadan themes. Demonstrate how your brand embraces the principles of Ramadan by contributing to meaningful causes, showing how your brand embraces family and community, or by focusing on themes of reflection and self-improvement. Other hot topics include recipes, fashion, travel, health & fitness, Ramadan music, beauty, and cars.
Some of the Ramadan Video Ads Campaigns 2018 :
Zain Ramadan 2018 Commercial :
TVC Ramadan Pertamina 2018 (Indonesia) :
The Shift Switch: A Snickers Memahami (Malaysia) :
Coca Cola – Ramadan 2018 :
10. Pre-Book Reach and Frequency
Costs may rise during Ramadan as competition increases, however people will have a higher propensity to buy in many categories, so ROI should also rise. Pre-book Facebook Reach and Frequency campaigns for Ramadan as early as possible as you will pay the current price for advertising, not the higher one during Ramadan. You can also check out our guide to Flash Sales for more insights on driving performance on Facebook during peak times.
Ramadan Kareem!
