Ramadan is a significant religious observance for Muslims worldwide, including in Indonesia, which has the world’s largest Muslim population. The month of Ramadan is marked by people fasting from dawn to dusk, and is a time for prayer, reflection, and community building.
During this time, people are proactively seeking out and responding to compassionate content as they seek to understand the needs of others beyond their immediate circle, and provide help. It is for this reason that Ramadan serves as a great opportunity for businesses and brands to engage with the Muslim community and create goodwill.
To earn exceptional business results, brands need a well-rounded marketing strategy that resonates with the values and principles of charity, family, community, and spirituality.
Here are some tips for creating successful Ramadan PR campaigns that boost awareness and increase conversions:
Work with Eid-specific stories
Use the art of storytelling to build engaging Ramadan and Hari Raya-specific narratives that connect with people. For instance, we helped launch Subway Malaysia’s Satu Kaki Lebih Mesra campaign, which celebrated family and togetherness by showcasing video stories of people from different walks of life practicing forgiveness despite daily personal conflicts. As a result, we earned over 1.3 million impressions across multiple international digital media outlets.
Tweak your messaging for different regions
Brands need to display a keen understanding of their audience as the Muslim population in each country is diverse. To create a campaign that resonates with the Muslim community in your region, highlight the traditions and cultural heritage specific to the country. Incorporating a country or community’s local traditions in your PR campaign positions you as a brand that’s authentic and relevant.
Work with Muslim organisations
Partnering with Muslim organisations is a great way to show support for the community and build trust with your audience. Consider sponsoring community events, donating to charitable causes, or developing marketing campaigns that showcase the culture and values of Ramadan.
Rely on social media to amplify your message
Research shows that in Indonesia, social media usage typically increases by 20% during the month of Ramadan, with people staying connected with friends and family as well as to be informed about Ramadan-related events and offers. As such, social media is a great way to reach Muslim consumers during the period. Brands must ensure they use relevant hashtags and create shareable content to connect with their audience.
Work with influencers
Collaborating with the right influencer is an effective way to reach a wider audience during Ramadan. Consider partnering with people who are considered hugely influential in the Muslim community.. Ensure that their values align with your campaign, and that they can effectively communicate your brand’s message.
In recent years, successful Ramadan campaigns in Indonesia have focused on promoting social cohesion, charitable giving, and community involvement. Some campaigns have encouraged people to donate to charitable causes, while others talk about celebrating family or community cultures, and even promoting unity among people of different faiths.
The success of a country-specific Ramadan campaign depends on various factors, including the relevance of the message to your audience, the authenticity of the campaign, and the effectiveness of the PR strategy.
Ramadan provides a unique opportunity for brands to connect with their target audience and create a positive brand image via campaigns and content that resonate with the values of the community, and leverage the power of storytelling.
Need help with your Ramadan campaign? Speak to us at [email protected].