Optimize your Ramadan marketing strategy for 2024

TEAM LEWIS conducted a survey to understand consumer preferences in the UAE during Ramadan. Here are our top tips for marketers.

Key takeaways:

75% notice more ads during Ramadan; 45% likely to buy from Ramadan campaigns.
Best platforms: Facebook, YouTube, Instagram, and TV, leveraging increased viewing times.
Optimal ad times: post-Iftar and late evening, matching consumer engagement patterns.
High demand for food ads: opportunity for non-F&B sectors with culturally relevant content.

ELEVATING RAMADAN CAMPAIGNS

Marketers often wonder what are the most effective ways to connect with their target audience during Ramadan. How can you reach people? What do they want? Which channels and timing work best? The answers are essential as marketers fine-tune their campaigns for a successful Ramadan marketing strategy during this important time. We conducted a survey of UAE consumers to understand their preferences during Ramadan. Marketers, read on! Discover our top tips to optimize your marketing strategies. 75% of the respondents said that during Ramadan, they notice more advertising and marketing campaigns. 45% are very likely to purchase products advertised in Ramadan-specific marketing campaigns. This shows that marketers' efforts are not going unnoticed; instead, consumer behavior is actively acknowledging and engaging with promotional content throughout the holy month.

WHAT ARE THE BEST CHANNELS TO REACH YOUR TARGET AUDIENCE?

The majority of respondents (72%) believe that social media posts are the best way to deliver Ramadan advertising campaigns. 41% are very likely to engage with Ramadan-specific content on social media through likes, shares, and comments. Facebook is the most used social media channel (66%) by users during Ramadan. This is followed by YouTube (65%) and Instagram (62%). Marketers are advised to focus their efforts on these channels to optimise the impact of their campaigns during this holy month. TV ads are another effective form of advertising during Ramadan (63%). This is particularly important as TV viewing hours by Arab audiences increase during the holy month, especially since people are spending quality time indoors with their families. Ramadan traditions encourage Muslims worldwide to come together for Iftar and engage in shared activities. Television plays a central role in this. As individuals gather in the evenings, TV ads become a powerful means of reaching target consumers worldwide, providing brand visibility and a unique opportunity to connect with consumers during this special time.

WHAT IS THE BEST TIME TO PLAN YOUR CAMPAIGN?

There seems to be a trend where users are unlikely to engage with ads or do their shopping while they are fasting. Apart from being busy with their jobs during the day, users are most likely dedicating time for spiritual activities during Ramadan, preparing food for Iftar, and spending more time with their families. As such, users are more likely to engage with ads after Iftar (48%). They also prefer to shop late in the evening after Taraweeh prayers (38%) or early in the morning before fasting (24%).

WHICH PRODUCTS SEE AN INCREASE IN DEMAND DURING RAMADAN?

73% of the respondents notice an increase in the demand for products in Ramadan in general, which makes it an important time for marketers to promote products through a range of channels. But what products are users mainly interested in? Well guess what? People are fasting. So, no wonder that food tops the list when it comes to increased product advertisements. 69% of the respondents notice an increase in demand for family and packaged Iftar meals, whereas 67% notice an increase in demand for specialty Ramadan desserts and sweets. Consequently, food sees the highest level of advertising in Ramadan (86%), as opposed to other products like home goods, beverages, clothing, and technology products.

DOES THAT MEAN THAT COMPANIES THAT DON’T FALL WITHIN THE F&B INDUSTRY SHOULD HOLD OFF MARKETING DURING RAMADAN?

Not at all. It’s true that there is an increase in demand for food products during Ramadan. However, businesses that fall within other industries can take this as an opportunity to promote other product categories and meet a variety of consumer needs beyond just culinary offerings. Since everyone is promoting food, why not promote household goods, clothes, or other items?

The key element is that whatever you are promoting, make sure that it is tailored to the holy month of Ramadan. Users prefer messaging with cultural and religious significance and designs featuring the Ramadan symbols of the holy month such as the crescent moon, traditional lanterns, and other cultural elements.

UPGRADE YOUR DIGITAL MARKETING STRATEGY

It is crucial to tailor content and ensure that users are presented with visuals that resonate with the muslim customs of Ramadan. By incorporating Ramadan related themes into designs, advertisers can establish a connection with users, fostering a sense of cultural relevance and authenticity.