Complex Made Simple

In Focus: 3 luxury brands’ Ramadan marketing formulas revealed

Every year, during Ramadan, people connect with faith, family, and friends. Luxury brands and marketers, too, are making the best use of Ramadan period to create meaningful conversations with audiences across the MENA region.

AMEInfo picks 3 of the latest and innovative marketing campaigns that created a buzz.

READ: Which is the No. 1 preferred mobile brand for Millennials?

#1 Net-a-Porter teams up with designers

Net-a-Porter, for instance, has launched one of its largest Ramadan campaigns yet in the Middle East. Many regional and international designers have teamed up with Net-a-Porter in the campaign.

Middle Eastern designers, like Zuhair Murad, Elie Saab, and Reem Acra, and international names like Erdem, Oscar de la Renta, Safiyaa, Marchesa Notte, Etro, Mary Katrantzou and Jenny Packham, have each exclusively created limited edition capsule collections for the high-end online retailer.

Speaking of the exclusive capsules for Ramadan, Global Buying Director at Net-a-Porter, Elizabeth von der Goltz, said: “During the past few years, our Middle Eastern customers have expressed increased interest in special pieces designed specifically for Ramadan, and our designer brands have responded with exceptional caftans, gowns, and dresses tailored to the occasion. With more than 40 eveningwear pieces to choose from, we know our customer will love this exquisite collection.”

READ: Teenagers are deserting Facebook. We find out why

#2 L’oreal’s focus on tailor-made content

L’oreal’s strategy for Ramadan focusses primarily on digital platforms.

“This Ramadan we are taking it to a completely new level where we are creating tailor-made content that targets different consumer interests on YouTube,” says Sanaa Bougazzoul, Chief Marketing Officer, L’Oréal Middle East.

“YouTube is a perfect platform for conversations around DIY and we observed that there is a large audience base interested in beauty and& haircare, more so we also noticed a rise of queries related to food recipes and cooking on YouTube. Based on these insights we are launching a web-series by Garnier, a brand that is known for its naturality in its products,” she adds.

“Another initiative we are launching is a makeup web series, a Ramadan special edition (videos and articles on weekly basis). The content created is based on what women search for in terms of makeup needs and looks during Ramadan, e.g. looks for Suhoor gatherings,” she maintains.

READ: Get real, brands: Are you digitally smart to reach women customers?

#3 TAG Heuer’s “Museum in Motion”

Before the start of the Ramadan, TAG Heuer presented the carefully curated “Museum in Motion” — a global exhibition, which came to Dubai for the last two weeks of April and highlighted heritage timepieces from the brand’s museum at La Chaux-de-Fonds.

“Museum in Motion” marks the first time these watches have left the museum and the first time the pieces have been exhibited as a group. Each exhibition is built exclusively around a specific and outstanding Carrera chronograph to celebrate the 55th anniversary of the launch of TAG Heuer’s iconic Carrera collection. “Museum in Motion” also launched the Monaco Gulf Calibre 11 Special Edition timepiece for the first time in the UAE.