Halfway through Ramadan and here’s a roundup of 3 campaigns that really stood out and got the memo of what Ramadan is really about (no, it’s not food, lanterns and crescent moons).

For brands this is phase is ideal to showcase their offerings, CSR initiatives that not only capture joy  and festivity of Ramadan but also resonate cultural significance of the Holy Month and deep sense of community. 

Ramadan 2024 requires a strategic and nuanced understanding of each phase’s unique shopping and discovery behaviours. Brands can gain an edge by ramping up their online presence before Ramadan, catching the eye of potential shoppers early on.

With a recent shift from consumption mindless brands must take note of lot of self reflection caputing the heart strings of consumers is no easy feat but here are top 3 brands who nailed it.

Aramex, this one is a tear jerker, a grandma is separated from her family, gets a delivery package of a VR headset from Aramex to bring her closer to her family. Someone pass me the tissue box! Leveraging the power of social media this campaign really hit “Home”. Highlighting that they deliver more than parcels, they deliver precious memories from their families in overseas. ( I just wish their customer service is up to standard as their marketing efforts!) 

LEGO – Building together campaign encourage families to spent time together building lego and having a good time.  They did an advent calendar specifically for Ramadan They also went heavy on social with tutorials, cute moments and heart warming moments full of laughter and joy. I tried this with my 7 year old and we had a good time (Not too many tears involved!) 

Vodafone Egypt–  I mean this is a Major production. Every year they pick a celebrity like Amr Diab,( I mean does this man age?). The theme is kind words features scenes of how kind words leave an impact.  (Vodafone is a marketers dream budget during Ramadan!) Don’t you agree? It’s a 2.5 minute long video clip that racked up 26 Millions views on Youtube!  Last year featured super star Sherihan in a VERY emotional video about her life and recent illness. 

Best Practices for Ramadan Marketing Campaigns:

  • Authenticity: Authenticity is key when developing Ramadan campaigns. Brands should strive to understand and respect the cultural nuances of the region, avoiding stereotypes and clichés.
  • Meaningful Engagement: Focus on creating meaningful experiences that resonate with the values and sentiments of Ramadan. Whether it’s through storytelling, social initiatives, or immersive activations, aim to foster genuine connections with your audience.
  • Social Responsibility: Use Ramadan as an opportunity to give back to the community and support meaningful causes. Align your brand with charitable initiatives that reflect the spirit of generosity and compassion associated with the holy month.
  • Inclusivity: Embrace diversity and inclusivity in your marketing efforts. Recognize and celebrate the rich tapestry of cultures and traditions within the region, ensuring that your campaigns are inclusive and accessible to all.
  • Digital Innovation: Leverage digital platforms and technology to reach and engage with consumers effectively. From interactive content to social media campaigns, explore innovative ways to connect with your audience and amplify your message during Ramadan.

In conclusion, Ramadan presents a fertile ground for marketers to create impactful campaigns that resonate with audiences in the Middle East. By embracing authenticity, meaningful engagement, social responsibility, inclusivity, and digital innovation, brands can forge deeper connections and leave a lasting impression during this auspicious time. As we embark on this journey of cultural celebration and unity, let us remember the power of marketing to inspire positive change and build bridges across communities.

The equivalent of the super bowl Ramadan holds a special place for brands and consumers alike. Wishing you a Ramadan Kareem.