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Ramadan campaigns 2018 reviewed: Hit or Miss? – Part 3

In parts 1 and 2 of our article series, we explored consumer behavior and opinions of  Ramadan ad campaigns, as well as 7 campaigns released during the holy month.

Now, we will look at another 4 and assess how successful they were.


As those observing fasts during Ramadan abstain from eating or drinking, they might experience dry mouth and stale breath. This insight drove these quick videos by Zendium, which aimed to educate audiences and help prepare for their fast by highlighting the product’s key benefits – which also happen to be perfectly suited for Ramadan: moisturizing and fresh breath for longer.

Two short videos were created to drive awareness and educate female consumers between 20 and 45. These were pushed on YouTube, which according to the brand has maximum viewership from its target audience.

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In a similar vein, Listerine is marketing its ‘Miswak’ mouthwash during Ramadan, which is an especially appropriate time given that some people only use miswak during Ramadan. The brand has taken an interesting approach wherein it’s using digital to target consumers at the right moment. Given that watch time for content around food and recipes increases by 25 percent during Ramadan, Listerine wants to target users right when they’re watching this content to remind them to well, wash afterward.

And so, Listerine – or rather its agency, J3 – is working closely with “moment marketing company” TVTY to sync and target second screeners with the brand videos whenever relevant food commercials appear on TV, explains Shreya Parker, associate media director at J3 MENA. The strategy includes targeting food and recipe keywords across YouTube and programmatic, in addition to suhoor-related banner messaging. On social media, the brand targeted users during these “food moments” via vertical videos, cinemographs and educational infographics on Facebook and Instagram as well as Snapchat to engage consumers during Ramadan and encourage them to “swipe up” on the Snap Ads.


“Altruistically, this year, STC will not be launching a branded Ramadan campaign for itself but will be launching a branded Ramadan campaign for Saudi innovators, visionaries, challenge takers, and those who do not accept ‘NO’ at any cost. This year STC will celebrate Saudi Entrepreneurs,” explains Rayan Bou Karroum, business director at STC’s agency UM KSA.

STC has been known for its Ramadan campaign in previous years and audiences have grown to expect and like its Ramadan ads. The brand ranked third in Sapience’s overall ranking. It also came in second for believability and third for reflection of Ramadan spirit.

This year, however, with Saudi participating in the World Cup, it is understandable that local brands are shifting their attention – and budgets – to advertising during the World Cup. As Karroum points out, “Ramadan 2018 will be especially unique due to platform consumption transformation, the commencement of World Cup and the Saudi national team playing in three consecutive matches starting 14th of June.”

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11. OMO and COMFORT 

After nine years and three Guinness World Records for most clothes collected, “Share A Touch of Love” is back. The clothes donation campaign encourages people to donate their clothes to the less fortunate during Ramadan, in partnership with The Emirates Red Crescent.

“Ramadan is all about generosity, sharing our blessings and doing good. “Share A Touch of Love” does just that. It encourages people to demonstrate this spirit with a simple act of donating clothes,” says Rahman.

This year, the brand went further with 30 independent partners including Uber, Souq, Washmen & Helpling and Dubai Chamber of Commerce. Even influencers joined the cause – free of cost – to spread the message.

The media objective of the campaign was to drive top-of-mind awareness and talkability, says Rahman, which made YouTube the key campaign platform. It was supported by using geo-fencing and location-based targeting on Facebook, Instagram and Twitter, which helped nudge consumers to donate when they were in the vicinity of donation boxes. To drive talkability, the brands relied on content partnerships and PR outreach with publishers such as Yalla Feed, Insydo and Khaleej Times.

Stay tuned for our final part 4, where we explore Ramadan campaigns of  McDonald’s and BMW.

(This article originally appeared on our sister site Communicate)

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