Ramadan Marketing: Symbols, Influencers, and Joyful Campaigns!
Much like Christmas, Ramadan has evolved into a season of heightened consumerism and shopping fervor, with sales projected to reach an unprecedented USD $66 billion this year. As marketers gear up for this lucrative period, understanding how to effectively engage with consumers during Ramadan becomes paramount.
Background on Ramadan
Ramadan, the Islamic holiday observed during the 9th month of the lunar calendar, involves fasting from sunrise to sundown for practicing Muslims. This sacred period is marked by family gatherings to break the fast, fostering togetherness and creating cherished memories. The significant consumer base spans diverse demographics across the Middle East, West Africa, and Southeast Asia.
Consumer Behavior and Trends
Google’s Ramadan 2024 Consumer Insights Report reveals a unanimous willingness among respondents in Egypt, the UAE, and Saudi Arabia to spend more than usual during Ramadan. E-commerce is gaining traction, although in-person shopping remains popular, especially in the Middle East.
Ramadan Symbols
Let’s take a closer look at the symbols that make Ramadan ads special. These timeless elements carry cultural weight and offer a simple yet powerful way for marketers to connect during this festive season. Join us as we explore the significance behind each symbol and its role in creating authentic Ramadan advertisements.
The Crescent Moon
The crescent moon, a widely recognized symbol of Islam, marks the beginning of each month, including Ramadan. It is prominently featured on flags of various countries, Muslim organizations, and the Red Crescent. Drawing on the strong connection to Islam, including the crescent moon in visual Ramadan marketing adds a meaningful touch.
Lanterns
Lanterns, traditionally strung up in many Muslim countries, have become iconic during Ramadan, especially in places like Egypt where the tradition originated. With Muslims keeping late hours during this season, lanterns symbolize the spirit of Ramadan. Many marketing campaigns use lanterns in various formats to convey the warmth and significance of the holy month.
Arab Teapots
Tea, a common beverage during Ramadan, evokes images of spending long evenings with loved ones. The Arab tea kettle has become a symbol often used in Ramadan advertising campaigns, aligning with the cultural practices of enjoying tea while breaking the fast.
Cannons
A tradition still observed in many Muslim countries, including Egypt, Saudi Arabia, and Yemen, firing a cannon marks the beginning of the breakfast time during Ramadan. This historical practice, stemming from a time when watches or clocks were scarce, remains an iconic symbol. Creative marketing strategies have incorporated cannons to add a unique touch to Ramadan commercials and promotions.
Prayer Hands
Ramadan emphasizes increased spirituality and religious reflection, with a focus on prayer. The symbol of prayer hands, typically portrayed as two open hands with palms facing up, represents how Muslims begin their prayers. Including this symbol in Ramadan ads establishes a clear link to the religious significance of the holiday.
No symbols 😉
Consider Coca Cola as an example. The brand introduced an innovative marketing approach for Ramadan, diverging from the common practice of updating their logo for the occasion. Instead, they initiated a “no label campaign” in the Middle East.
During the month of Ramadan, Coca Cola opted to eliminate its logos from its cans. The primary objective of this unique campaign is to inspire people to avoid making judgments about one another.
6 Inspiring Ramadan Influencer Marketing Campaigns
#1
Noor Stars for ALDO's Ramadan 2023 Collection
Noor Stars, the #1 female YouTuber in the Middle East, showcased ALDO’s Ramadan 2023 Collection.
The campaign focused on togetherness and traditional practices, aligning with the spirit of Ramadan. This multichannel campaign covered online, social media, and in-store platforms.
That’s not all: to showcase the collection, YouTube Sensation Noor arrived at the Aldo Store at Mall of The Emirates flanked by TOP influencers, content creators, celebrities, and TV personalities wearing the Ramadan collection.
#2
Raghad, Rawan, Rayan, Meera, and Ayla: Middle East’s favorite family with 3ACaftan
The close-knit family of influencers, with a combined following of 33 million on various platforms, have taken social media by storm. Their content resonates across Instagram, YouTube, and TikTok, establishing a vast fan base in the Arab world.
Ayla, the youngest member at 1 year old is what can be considered a baby star and manages to light up the room despite being unaware of her influence.
Adding to their glow, the family teamed up with 3ACaftan, a master brand from Morocco known for traditional crafts and dresses, including beautiful embroidery. This collaboration not only emphasizes family togetherness but also showcases the artistry of traditional crafts, connecting generations in a celebration of cultural richness.
#3
Ghalia Mahmoudi's Partnership with Purificacion Garcia
Meet Ghalia Mahmoudi, or as she’s known in the fashion world, Vogue Overdosed. Based in Saudi Arabia, she’s a Fashion & Beauty Influencer who’s all about style and glamor.
Inspired by her grandma and her love for high-end fashion, Ghalia and her mom teamed up with Purificacion Garcia. Their collaboration showcased a cool combo: 1 Soho bag paired with 3 different Ramadan looks. It’s all about bringing chic styles to the season in the easiest and trendiest way.
#4
Alikelig's Ramadan Campaign with Coca Cola
Alikelig, an influencer with a unique style and a degree in engineering and business, partnered with Coca Cola for Ramadan. His post emphasized the magic of Ramadan, combining moments, meals, and, most importantly, an ice-cold Coca-Cola.
If you want to learn more about Coca-Cola’s global expansion, check out this article.
#5
Tracy Harmoush with Broth Lab
It’s no secret that broth not only feeds the body, but the soul. Tracy’s all about that soul-nourishing goodness, and honestly, we’re here for it.
Tracy Harmoush promoted the benefits of consuming Broth Lab products during Ramadan.
The campaign highlighted how having broth on an empty stomach boosts energy levels and aids in digestion.
#6
Dubai's Crown Prince, HH Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, with Burj Al Arab
Dubai’s Crown Prince, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, illuminated Instagram with a special Ramadan wish. Sharing a video featuring the iconic Burj Khalifa and the crescent moon, he expressed heartfelt congratulations on the holy month. In his caption, he extended warm wishes for the acceptance of fasting, night prayers, and good deeds.
The heartfelt Ramadan wish from Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum went viral, capturing the attention of viewers worldwide and amassing an impressive count of nearly 1 million views.
Two inspiring Ramadan commercials
Now, let’s wrap things up with a quick glimpse into two fantastic Ramadan commercials – from Tang and Vodafone. These are just a taste of the creativity and joy advertisers bring to this season.
Enjoy the tip!
Conclusion
In wrapping up our exploration of Ramadan’s marketing landscape, it is clear to us that it is not only a season of sales. It’s a time of genuine unity, celebration, and shared moments. It’s a season where brands can connect with consumers on a deeper level, acknowledging the significance of family, tradition, and spirituality. Let’s remember that the impact of Ramadan extends far beyond consumerism, opening a door to cultural richness and shared experiences that resonate throughout the world.
For those venturing into influencer campaigns in the Middle East, reach out to us. With an office in Dubai, we’re here to infuse your marketing strategy with cultural resonance and festive joy.
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