Create cultural relevance
Cultural relevance is a key driver in a people’s purchasing decisions. Research on 100 U.S. brands found that there is an 88% correlation between spend on Twitter and perceptions of a brand’s cultural relevance.2
Therefore it's important to align your strategy with the Ramadan spirit when creating a Twitter campaign during the holy month. Ramadan already comes with its own themes, such as empathy, gratitude, charity, family, community, and hospitality. During this special month, many people step back from their daily routines and focus on charity, prayer, and fasting; strengthening their societal bonds and family values; and practicing more tolerance and kindness.
By finding one Ramadan theme and relating to it, you can drive new interest and create brand loyalty.
Saudi Arabia-based food brand Deemah (@Deemahksa), for example, made strong cultural connections in their Ramadan Twitter campaign when they wanted to raise awareness about their new tea biscuit brand and increase awareness during the holy month. The company developed a video campaign focused on that moment prior to consumption, where people dip the biscuit in the tea. To make it more engaging, they set the video to an Arabized tune of the famous Italian song ‘Bella Ciao’ from the 1950s and incorporated scenes reflecting the Saudi culture.
The campaign generated 17 million impressions, 133,000 clicks, and 8 million video views, and in less than two weeks, the product sold out in the Saudi Arabian market.