Ramadan is the most important month in the Islamic calendar, and observing fasts during this month is one of the five pillars of faith for Muslims. Fasts require healthy Muslims to abstain from eating, drinking, smoking, and all vices.
Instead, Ramadan is a time for self-reflection, betterment, giving, family, and thankfulness. The month ends with a major festival celebrated by Muslims around the world, called Eid-ul-Fitr.
Incidentally, Ramadan also happens to be the period where buying behaviour in Muslim customers increases, and this is mostly in anticipation of Eid. Consumer spending actually increases by more than 53% as people shop for food, clothes, shoes, jewelry and electronics.
Charities also experience a major boost as people tend to donate more than they do in the rest of the year.
With more than 1.6 billion Muslims celebrating Ramadan across the globe, this is what brands need to know in order to maximize their advertising impact during the month!
1. Imagery is important
Just like Christmas and Thanksgiving, Ramadan and Eid also come with their unique imagery, symbolism and themes.
These include the crescent moon, which signifies the beginning of the Lunar month, stars, lamps, that signify celebrations and the joyous spirit of Ramadan and Eid, and Islamic geometrical patterns.
Incorporating these Islamic elements into your marketing activities and materials, whether they’re images, videos or even GIFs will give you a boost with conversions and sales.
Your customers need to know that you’re a brand that is open and inclusive and are celebrating this special month along with them.
2. Keep it real
Ramadan means a lot to Muslims and has a special religious and cultural significance. It is important that your messaging keeps consistent with the core values and themes of the month.
Your texts can include messages of good tidings and wishes such as the popular “Ramadan Kareem” which means Ramadan is generous, or “Ramadan Mubarak” meaning blessed Ramadan.
If it’s a promotion that you’re running for Eid, make sure to wish your customers a sincere “Eid Mubarak”!
Remember, cultural sensitivity is very important. You need to be careful that your marketing does not end up being offensive, instead of inclusive.
Doing extensive market research and consulting actual Muslim consumers can help you avoid making a mistake.
3. Run video ads
Research has shown that video consumption tends to increase a significant amount during the holy month. This is because fasting takes a lot of physical and mental strain, and consumers tend to work less and rest more during their fasts.
Ramadan is the perfect time for running video ads – provided you keep a few guidelines in mind. Remember, all vices including music are prohibited during the fast, so if your ad has loud music and dancing, it will most likely be skipped.