We’ve seen great examples over the years of brands effectively and authentically engaging with cultural events that are relevant to their audiences. We’ve also seen many examples of brands missing the mark. Whilst navigating this space can be difficult, there are certain principles which can be followed to ensure any media activation surrounding religious or cultural celebrations connects meaningfully and authentically with consumers. As many celebrate Ramadan this month, we explore these principles and how brands could go about implementing them.

Ramadan is one of the holiest months of the year for Muslims, occurring in the 9th month of the Islamic calendar to commemorate the revelation of the Qur’an. During this time, Muslims fast from food and drinks during sunlight hours as an act of dedication to God, gaining greater God-consciousness whilst exercising and improving their discipline and self-restraint. In addition, there is also a significant emphasis on compassion and carrying out acts of good for those less fortunate. The final evening of Ramadan involves a celebration called Eid al-Fitr, which runs through to the next day, consisting of the Eid Prayer followed by celebration with food and drinks among family and friends (Google Ramadan Insights). In the UK, the current Muslim population size is estimated at 3.9 million (representing 6.5% of the total population) (according to the most recent 2021 census meaning we can also assume higher numbers), thus representing a sizeable portion of a brand’s potential audience who observe the occasion. Alongside those who actively observe it, there is also an increasing consumer awareness of those who partake in this religious celebration, further amplifying the amount of people with which a brand can communicate around this cultural moment (Meta Ramadan 2023 Insights). Making sure therefore that brands consider Ramadan (in whatever form that may take) into their media planning is imperative to effective, inclusive and authentic consumer connection. 

Brand Planning Context

So where should a brand start in terms of their approach? Planning around a religious occasion or celebration can raise rightful fears and/or concerns around coming across as disingenuous or culturally insensitive; fears that can often scare brands into inertia. However, according to Meta Ramadan shoppers/observers do actually want to hear from brands during this time, whilst other research has noted that 82% of Muslims believe that brands should display religious awareness when marketing products to them (Meta Insights 2023; Google Ramadan Insights). Brands should therefore look to translate any concerns into positive action by ensuring guardrails are in place for any respective media activations, integrating the following key principles into planning, and ultimately show understanding and respect for the celebration. 

Principles of planning for cultural moments

As a first and foundational principle, brands should ensure there is some form of mechanism of vetting a campaign (or any media activation) - this should be done by those who actively observes Ramadan. Whilst brands can make use of previous activations around the occasion to gauge reaction and consumer sentiment, involving actual lived experience is central to an effective strategy. The importance of this aspect is mirrored in the way partners include vetting as part of their offering, carrying out services such as reviewing creatives for a campaign on behalf of a client with a focus group comprising of people from the Muslim community (for example, Brand Advance). Whatever way is chosen to implement such vetting, it is of the utmost importance that every targeting strategy, every use of creative and every use of insight is reviewed in this manner.

As a second key principle, it is vital that brands consider their positioning and how they can play authentically in this area. For example, a grocery or food/drinks brand may more directly portray messaging in this space by reflecting the practice of fasting in their media activation. Coupling such activation with a check that this messaging also speaks to their longer standing brand values, ensures an authentic media delivery for brands that lend themselves to the occasion. Uber Eats  is an example of a brand who have executed such a strategy, leveraging a dynamic digital ATL campaign to highlight different signature Iftar dishes (popular with Muslim communities across the UK), with ads corresponding to sunset timings. 

Successfully conveying values through creative and media to achieve cut-through

However, for other brands where their product/service may not so directly relate, there is still opportunity to instil meaningful connection and foster brand consumer trust. This takes on even more importance considering that 43% of Ramadan shoppers or observers trust brands more if they represent people like them and their community in their ads (Meta Insights 2023; Meta Ramadan Insights, 2023). Brands can therefore choose to convey the values of the moment through their media; for example, encouraging the supporting of any local community initiatives through creative, or more broadly just being aware of the change in daily routines Muslims experience during this time, and ensuring any always- on media messaging does not cause tensions to such behaviour (Meta Insights 2023). Ultimately, it is a competitive advertising space at this time, so brands should carefully consider what they have to offer consumers, and how that informs how they can authentically position themselves to cut through the noise.

Audience understanding to gain traction

This leads us nicely onto our last principle which is the importance of understanding audience. At the most fundamental level, a brand must understand how Muslims may already engage with their specific brand .brand. Brands must also have a wider appreciation of how Muslim behaviours may change during this time. For example, when the decision is made to activate a Ramadan campaign, a brand should consider alterations in media consumption that may occur; for example, research shows 65% of Ramadan shoppers or observers spend more time watching videos during Ramadan (Meta Ramadan Insights, 2023). Thus, brands may want to consider how video formats fit into their media mix. Furthermore, 70% of Ramadan shoppers or observers surveyed follow online creators with 54% enjoying community/togetherness being shared through the messaging, thus integrating the use of content creators into media is also an aspect to consider (Meta Insights 2023). 

An example of a brand that executed this strategy was ‘Aqua’ (the leading brand for Mineral Water in Indonesia); they saw that YouTube Shorts was gaining huge traction amongst younger audiences so paired this format with eight Indonesian content creators, tasked with creating content around breaking the fast, telling viewers to break their fast with ‘Aqua’ first, thus also resonating with their wider brand values of hydration first (Google Creative Insights). 

Content planning is a vital step

Looking further into the type of messaging, content planning is crucial in reflecting the wants and needs of a brand’s Ramadan audience, also considering the extent to which change, and tailoring should be inbuilt into these plans. For example, there is research showing how Ramadan shoppers or observers may be looking for different things in the different phases, switching from a want for more inspirational messaging to a celebration mindset as Ramadan shifts closer to Eid (Google Creative Insights). Furthermore, what is especially vital if a brand has a global reach, is to remember that Muslim countries are not culturally homogenous so implementing highly localised content should be considered, rather than a blanket approach (Google Ramadan Insights). Ultimately, every brand should make use of their own platform and third-party tools to understand the best way to reach their own and a potential new audience, situating such insight within their brand offering and media mix.

Reaching unique audiences relies on insights and successful media partnerships

Whilst the above is specific to Ramadan, many of these overarching considerations apply to other cultural moments and occasions. It is critical that brands have a suite of insights to understand their audiences and ensure they are reaching and representing those that align with our brands. Collaborating with media partners that are well-positioned to understand and reach unique audiences ensures the delivery of an authentic and effective media campaign. 

With many thanks to Sanyan Rahman and Malik M. Ali from the Dentsu Religious Pillar for their input and careful review of all content within this article.