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1、12024Ramadan StrategyIlluminating Pathways for Unforgettable Marketing Moments 2024 Assembly2Table of ContentsClick or tap on a section below to jump to it.010203Setting the Stage:Key Themes and Executive Overview Ramadan Dynamics:Unveiling Demand,Behavior and Shopping TrendsImpactful Strategy:Build

2、ing Brand ConnectionsJump to SectionJump to Section 2024 AssemblyJump to SectionResilientRamadanSeasonEmbracing The Spirit Of Ramadan,The Key Themes To Enlighten Your Strategy 3History Repeats ItselfRamadan Retail in MENA grew by 8%YoY in 2023.Despite the impact of inflation,2023 was projected to re

3、ach$65Bn.Self-Care On the RiseConsumers are pampering themselves more,and sooner,especially in the weeks leading up to Ramadan.In the mood for DiscoveryThe suspension of“normal”routines encourages an openness to try new brands Moments that MatterRamadan extends beyond phases;its about cherishing key

4、 daily moments.Capturing these is vital for fostering profound connections this season.2024 Assembly4Mamun MuhammadStrategy&Insights,Assembly MENA“As Ramadan approaches,brands are presented with a unique opportunity to connect with audiences on a profound level.Our deck delves into the intricacies o

5、f Ramadan marketing,offering insights and strategies tailored to capitalize on this significant cultural event.From understanding audience dynamics and key phases to implementing targeted campaigns and bridging online-to-offline experiences,we provide a roadmap for success.With a focus on authentici

6、ty,inclusivity,and innovation,our guide empowers brands to navigate Ramadan with confidence,fostering meaningful connections and driving impactful results”2024 Assembly 2024 AssemblyRamadan Dynamics:Unveiling Demand,Behavior and Shopping TrendsUnderstanding the cultural nuances of the holy month to

7、drive strategy:Timing is Key Tapping into Ramadan moments Personalized Experiences 2024 Assembly56Ramadan 2024:Industry Boom&Peak Shopping Frenzy 7.2B+Searches on google during Ramadan 2338%Of MENA shoppers prepare 3 weeks before Ramadan or earlier Source:Various$65B+30%Of MENA shoppers buy gifts re

8、iterating the importance of generosity and giving during this holy month+8%YoY Growth in MENA 2022 vs 2023 2024 AssemblyMeaningful Moments;Friends And Family Are Central To The Ramadan Experience Fostering a sense of connection and shared devotion through gatherings,the act of giving,whether it be c

9、haritable deeds or thoughtful gifts takes on special significance.Plan to gift items to friends and family 40%Plan to host friends and family at home 61%Will make a donation to a charity +29%Source(s):Amazon Ramadan 2024 Report 2024 Assembly6Audiences expect personalized and seamless shopping experi

10、encesduring Ramadan.7 1%ofshoppers or observers agreethat its easierto complete Ramadan shopping with personalized product recommendations.FeroldisRetail storechantouflowergirl19.2K followersSource(s):META Ramadan Moment Study 2024 Assembly8Ramadan:A Journey of Moments,From Suhoor to Iftar,Culminati

11、ng in Eid Celebrations 2024 Assembly9Capturing the Major Moments of RamadanRamadan is more than a 30-day event,its pre,during and postPRE-RAMADANWEEKS 1&2 OF RAMADANWEEKS 3&4 OF RAMADANPOST RAMADAN:EID21-day preparation phase Ramadan is Finally here!The final two weeks of RamadanFestive Eid is a Ram

12、adan moment of its ownThe pressure to entertain is real!Prep Shopping is the highest one week before Ramadan!Festive DecorFashion StatementDeeper SpiritualityPrayer Search Queries reach an annual peak right before the holy monthYouTube Content Creators witness an annual Spike in views for the grocer

13、y shopping&home decorationsColorful Ramadan fashion is a rising trendModest BeautyBeauty Content peaks during the first two weeks of Ramadan especially the first week as the deep spirituality momentum continues The Third Phase is a period of anticipation of Eid Festivities with all its gifts&glamour

14、.Theres a shift to Eid-specific ads&offerings weeks before Eid beginsGrooming for men Perfect GiftsBeauty gets festive Beauty shifts to vibrate trends including nail polish,festive hair care&Makeup Tips Research shows an increase in shaving&grooming Search for gifts begin a few weeks in advance of E

15、id.With increased research&purchases online as well are more mail visitsEntertainment peaksContent by broadcasters&creators sees higher viewership&engagement during this period The final stage is Eid,which is a Ramadan of its own in terms of intensity&Excitement.A lot of the searches for Eid happen

16、weeks earlier.Return to old habitsPeople start going out again,with a peak in visits to restaurants-Opportunity to serve Eid outfits related content Gifting Searches&Online shopping for gifts peaks during EidSource:Think with GoogleUplift in GatheringsSocializing through Iftar and Suhoor gatherings

17、peak in the first two weeks opportunity for CP to build content themes around Iftar Outfits 2024 Assembly10IftarSuhoorResting+PrepDaytime activitiesSuhoor+sleeping+1.35xContent creation+1.1xVideo views+1.2xVideo views+1.18xContent creation+1.14xContent creation+1.29xVideo viewsAn energizing start in

18、 the absence of the morning coffeeA pastime during the slower workdaysA pick-me-up when the energy levels start to dipA source of pure amusementA distraction in the last stretch of fastingA wind-down in the last few minutes before going to sleep HostingOutingsTV ShowsExperiencesThe opportunity is to

19、 Connect with Consumers during key moments throughout the day12AM-5:45AM9AM 11AM11AM 1PM2PM 4PM4PM 6PM8:15PM 1AM 2024 Assembly11Influencers&CelebritiesReviewsWord of MouthMusic appAcross the right platforms Online TV Source:GWI,TikTok12IftarSuhoorResting+PrepDaytime activitiesSuhoor+sleeping12AM-5:4

20、5AM9AM 11AM11AM 1PM2PM 4PM4PM 6PM8:15PM 1AMA wind-down in the last few minutes before going to sleep so its the best time for Content creation An energizing start in the absence of the morning coffee thats why video views grow on that time Work TimeContent viewsLooking for food recopiesDeserts Looki

21、ng for Natural Makeup looksGym TimeA pick-me-up when the energy levels start to dipA distraction in the last stretch of fasting+Looking for Outfit ideasA source of pure amusementInfluencers&Celebrities 2024 AssemblyAllowing us to Connect with them during the right moments Week 3 2 before RamadanWeek

22、 1-before RamadanWeek 1-RamadanWeek 2-RamadanWeek 3-RamadanWeek 4-RamadanWeek 5 Eid Al-FitrWeek 6 a week after EidInspire EngageConvertAudio+Podcast Ads targeting those seeking deeper spirituality 21-day preparation phase Ramadan is Finally here!The final two weeks of RamadanFestive Eid is a Ramadan

23、 moment of its ownLeverage TikTok Pulse to engage Buyers Dynamic Product Ads Serve products to users based on recent shopping behavior on cp.sa and similar brand websites.Leverage YouTube to optimize reach through impactful videosTakeover on the most engaging platforms Programmatic creatives that ad

24、apt to the time of day for OOH Digital Placements and ElevisionTiktok top feed campaignsAd Scheduling,daytime vs nighttime creativesMaximize demand of gifting and shopping through PMAX.Target Shoppers who are out and about with Precise location targeting 2024 AssemblyTiktok X MBC partnerships13 2024

25、 AssemblyImpactful Strategy:Building Brand ConnectionsStrategy is tailored to the phases and daily moments of this scared month:Phased approach Moment-centric content Platform diversification 2024 Assembly144StrategicInsightsthat shape theRamadan go-to-marketplanAnticipate the Ramadan rush as consum

26、ers gear up weeks in advance.Ensure your campaigns are ready and set to captivate the early-prep audience!01020304Elevate your content strategy by prioritizing themes of generosity and giving,recognizing their paramount importance in resonating with your audience.Personal appearance shines.Capture t

27、he essence for communal gatherings,prayers,and meals a prime opportunity for grooming and fashion brands.Gradually introduce your generosity-focused content leading up to Eid.Align your messaging to capture the festive spirit and enhance the shopping experience.2024 Assembly15Pre-RamadanFeb 15 Mar 9

28、Moment:Cultivating Deeper Spirituality and Self-Care in Preparation for Ramadans Beginning 2024 Assembly16Platforms such as Spotify&Anghami reach every generation of listeners and adapts to their changing moods,mindsets,and motivations.Be part of their spiritual journey,and tailor your content aroun

29、d Ramadan to make meaningful connections pre-Ramadan.Distribute Content On Platforms Fostering Spiritual Growth And Self-discovery Such As Audio And Podcasts THE ASSEMBLY TOUCH:Using dynamic technology to match message to communities and momentSponsored playlists and podcastsAudio+Display First-Impr

30、ession 2024 Assembly17Reach Audiences Seeking Ramadan GuidanceBlend Content In Natively Across Specific Islamic Apps And Across Specific Webpages That Are Contextually Relevant 2024 AssemblyTip:Be Mindful of disrupting the essence of spirituality.Utilizing native formats to the platform/website when

31、 serving content and ensuring frequency is controlled.18Build Hype On Tiktok,Snap,IG And YouTube And Optimize For Reach In The Lead Up To The Ramadan FrenzyTo maximize reach and awareness,launch campaign video with high frequency to reach a broad audienceBumper Ads,Instream-shorts,Ad SequencingTikTo

32、k,Snapchat,Instagram Launch with campaign video assets and influencer content optimized to reach Planning Params:YouTube Video Reach(Bumper Ad):KPI:ReachIn-Stream Shorts:KPI:Video Views&EngagementsYouTube Ad Sequencing:KPI:ReachFacebook Video Ads:KPI:ReachInstagram Reels:KPI:Reach 2024 Assembly19 20

33、24 AssemblyPartner With Influencers To Amplify Interest In Your Products Early On,With A Special Focus On Self-care,&Festive Dcor In Anticipation Of Ramadan ApproachingContent can be around themes of preparation such as dcor,Ramadan outfits and beauty products Build content around products that offe

34、r self-care and preparing for Ramadan Bring your brand through life with influencer content.Start communicating natural lookSelf-help Sync Influencer content with Ramadans key prep themes20Phase 1March 9-22 Moment:Elevated gatherings;Amplify Iftar and Suhoor Connections,Bridging Offline and Online R

35、ealms 2024 Assembly21All Eyes Are On The Countdown To Iftar!This Makes A Memorable Moment to Tap IntoCreate a custom countdown that works as a reminder notification for users.TikTok Interactive Add-OnInstagram Reminder Ads4PM 6PM 2024 Assembly22Ramadan Is The Season The Night Comes To Life!Programma

36、tic creatives that adapt to the time of day for OOH Digital Placements and ElevisionDUAL CREATIVE APPROACH8:15PM 1AM 2024 Assembly23Raising Awareness In Week 1 With Top Feed And Commercial Ads To Give It A Strong StartTop Feed,Reach In-Feed,Spark AdsCreate buzz with top feed reach&frequency formatAm

37、plify Influencers content through in feed spark adsCommercial ads,Snap AdsLaunch with campaign video assets on commercial ads which force a 6-second non-skippable view&influencer content on story adsTop Feed:KPI:Reach&FrequencyIn Feed:KPI:ReachCommercial Ads:KPI:Reach&Video ViewsSnap Ads:KPI:Reach&E

38、ngagementPlanning Params:2024 Assembly248:15PM 1AMTikTok Pulse PlacementBuild Desire Early and Surround Cultural Moments of gatherings,with High Visibility Placements on TikTok+5%Completion Rate+73%Engagement Rate+92%6s View Through Rate+9.8%Brand RecallLeverage TikTok Pulse to engage buyers and sho

39、w Your brands next to premium video inventory.Show next to the top 4%of TikTok videos in the most trending vertical.Seasonal Pulse rolled out Q4 2023 and runs ads next to the hottest trending videos surrounding Ramadan and the key moments during Ramadan,after work on the way home,on the way to someo

40、nes house for a gathering.2PM 5PM 2024 Assembly25Phase 2March 23 Apr 8 Moment:Entertainment Content Peaks&Gift-giving Soars:Prepare for Eid Festivities 2024 Assembly2627A TikTok&MBC PartnershipAudiences watch,share and engaged with their beloved MBC shows on TikTokPulse Premiere allows your brand to

41、 show up next to premiumcontent from MBCOver 1BNViewsImpressions available across KSA,UAE,EGYImpressions available across markets between 1st March to 10th April Brand lift results can be generated via premium content adjacencySolution available through TikTok ads manager&includes Spark ads A Focus

42、on MBC Partnerships for Full Attention Through the Day on Entertainment Content 2024 Assembly8:15PM 1AMCONTENT Unskippable Premium Commercials in specific MBC&Ramadan flagship shows2PM 5PM 2024 Assembly Contextual placement with opportunity to extend TV-buy Fixed$10 CPM&Impression Buy Ranges between

43、$20k-$60k depending on impressions and gender targeting28As Gatherings Between Friends And Family Begin To Die Down,There Is An Increase In Tv Streaming And GamingIn-game advertising8:15PM 1AM 2024 Assembly29Maximize The Relevancy Of Your Creatives WithAd SchedulingDay Time CreativeNighttime Creativ

44、eAlso available forsocial platformsRunning simultaneous campaigns with alternating ad scheduling to show the most relevant creatives in the moments that matter most!2024 Assembly30Reward WhatsApp Users With Limited Time Events!Target WhatsApp users with limited time coupon codes that can only be red

45、eemed in-store!ONLY TONIGHT SHOP AT YOUR NEAREST STORE AND CLAIM FREE GIFTS(GWP)Target users after Iftar or night prayers!Create urgency to purchase with a limited time offerDrive store visits with exclusive in-store redemptionTrack coupon redemptionsGenerate an organic buzz and build WhatsApp custo

46、mer base 2024 Assembly8:15PM 1AM31EidApr 9Moment:A Return To Old Habits,As People Start Going Out Again,Boost Store Visits With Online-offline Tactics 2024 Assembly32Pay-Day Power PlayAs Ramadan draws to a close,the auspicious occasion coincides with a significant moment:Pay-Day.Presenting a prime o

47、pportunity to leverage offer-led messaging and curated content,particularly focusing on fragrances and gift-related items,to captivate our audience and drive sales.Article In-read Virtual Try OnYouTube Video For Action&QR Code OOH/DOOH RetargetingMaximize audience data from previous phases to re-eng

48、age audience within consistent channels,partners or platforms.2024 Assembly33Reach Out-and-about Shoppers With Precision Location TargetingGoogle and Snapchat offer capabilities to precisely target shoppers who are within a close radius of our stores!Prepare bulk locations file of all stores coordin

49、atesUpload file and apply limited radius targetingRun ad creative with promotional code for in-store redemption123 2024 Assembly3417%improvementincostperconversion.32%increaseinreturnonadspendcost.CreativeDestinationShop nowmarktgoodsSponsoredTargetingOptimisationAdvantage+shoppingcampaigns to drive

50、 salesOptimize across multiple campaign levers including creative,targeting,placements and budget.2024 Assembly35Advantage+catalog ads help deliver the right creative inyour catalog to the most relevant person.SIGN UPAND SAVEBRIGHTENUP YOUR WARDROBEOur new collectionis here 2024 Assembly36Performanc

51、e Max Campaigns To Generate Local ResultsAppear in Google Search resultsPriority placement in Google Maps resultsShow location info on YouTube placements 2024 Assembly37Closing Thoughts 1234Shopping activity begins three weeks prior to Ramadan,with deeper spirituality,festive dcor and self-help emer

52、ging as top-priority themesPersonalized product recommendations drive increased shopper engagement,emphasizing the significance of tailored content for each phase Seize every moment by engaging users throughout their day,encompassing Suhoor,Fasting,Iftar and Post-Iftar activities Embrace the power o

53、f entertainment and creativity by infusing content with engaging themes.Activate Smart tactics such as night and day creative to captivate audiences around the clock.Expand beyond social media and dominate Ramadan moments.Utilize audio placements,DOOH,and CTV for maximum impact during key phases and

54、 moments.5 2024 Assembly3838 2024 AssemblyImportance of Culturally Sensitive Marketing During Ramadan+Authenticity in cultural representation incorporate genuine cultural elements into your campaigns+Respecting religious sensitivities approach religious themes with sensitivity and reverence,avoiding any potential for misinterpretation +Inclusive storytelling for diverse audiences celebrate diversity while still maintaining a cohesive and culturally sensitive message39ASSEMBLY PROPRIETARY&CONFIDENTIALThank You40