Five Ingredients of Marketing in Ramadan

At the same time, shopping is commonplace with people preparing their homes, cooking iftar and suhoor, and sharing gifts with loved ones during Ramadan. Here are our ingredients for creating meaningful Ramadan campaigns that will connect with your audience.

Think bigger

Ramadan is truly a global moment with observers across all regions. Therefore, by going across borders and localising content, brands can take full advantage of the opportunity to scale success.

There are features available to help brands across the border from multi-country Lookalike Audiences. As a result, it finds similar audiences domestically or internationally to dynamic language optimisation which automates language selection across a multilingual audience.

Additionally, worldwide/regional targeting finds the best, cost-effective new markets. While multi-language and country dynamic ads show local currency, language and landing pages to local customers.

Thinking bigger also means thinking across the funnel. Campaigns that are designed to increase awareness and delivery as well as to drive consideration and action have a larger impact.

Research shows that there is a 55% correlation between efficient brand awareness outcomes and online sales.

Lastly, there are great opportunities for brands that think bigger than TV alone. By pairing TV with Facebook, you can reach audiences like 34% of millennial who don’t watch TV during Ramadan.

Be where it matters—and start early

During Ramadan, people spend their time on mobile and Facebook. 86% of Ramadan observers surveyed across key markets use mobile. While 94% of Ramadan observers globally use at least one Facebook platform. Messaging is an increasingly popular way to connect with businesses.

Timing also matters. People start planning their Ramadan purchases earlier than you might think. 83% of global Ramadan observers plan their purchases at least one week in advance. 50% at least 3 weeks in advance.

Here, the key ingredient for success is frictionless shopping.

To reduce frustration and create better experiences. Immersive shopping features such as Collection can make it easier for people to discover, browse and purchase in a visual way. While Instant Experiences can help grab attention and convey brand stories.

Brands could also bridge the gap between online and in-store to reduce friction. Store traffic objectives reach shoppers around stores with locally relevant messages, while store sales optimisation helps to drive in-store purchases.

Additionally, with Collaborative Ads, you can run performance campaigns that drive high intent traffic to a retailer’s site or app.

Master mobile storytelling

We know that Ramadan observers use Facebook platforms to connect with loved ones, for entertainment to pass the time while fasting and to share religious content.

At this time, they are often in the mindset of engaging with similar content from brands that features themes of connection, entertainment and discovery.

For those who are shouldering much of the additional work during Ramadan. Moreover, Brands can use Facebook and Instagram to offer ideas for lightening their load.

With 66% of Facebook and Instagram users surveyed responsible for cooking iftar and suhoor. This is an opportunity for brands to offer new ideas for family dishes or meal prep shortcuts.

Authentic campaigns, contain explicit references to Ramadan customs. As a result, it evokes positive emotions around humour, joy and connection are more likely to resonate with audiences.

Stories are front and centre across the Facebook family of apps. Therefore, they enable people to interact with each other creatively. Stories Ads across Facebook, Instagram and Messenger allow brands to meet people. Therefore, they increasingly spend their time sharing and consuming content.

What’s more, they are full-screen and immersive, with minimal distractions, and offer exciting features such as interactivity.

Let technology do the work

Using automated solutions such as machine-learning gives marketing teams time to focus on other activities, while also building media efficiencies and enabling standout in a crowded space.

There are several automation options available on Facebook platforms. When it comes to media automation, campaign budget optimisation optimises your spending across your ad sets while automatic placements optimise where you place your ads to deliver the greatest return.

Dynamic ads provide creative automation by showing the right product ads to people who have previously shown an interest. As a result, our automated audiences feature finds the right people for your products or services based on actions they’ve taken.

Mature your measurement

Start by focusing on incrementality. Incrementality allows you to see who purchased as a direct result of seeing your ad, who would have bought it anyway and who made a purchase without being exposed to your strategy.

Setting the right key performance indicators is also key to measurement success. KPIs include sales volume, new purchaser acquisition and brand perception.

The importance of these KPIs can vary according to the sector—for example, brand awareness is especially important for financial services organisations where there is little discernible difference between product offerings.

Finally, testing and scaling multiple strategies ensures you can move quickly and nimbly towards success.