Gone are the days when regional and Ramadan-specific campaigns were reserved for food and household products. As much as we love the resurgence of Vimto every year, it’s exciting to see fashion brands, both regional and global, creating distinct marketing for the holy month and, of course, beyond.
Consumers know what they want. They demand to be seen, and value brands that connect with their community and that take the time to create unique content. Their content needs to be relevant and not just reserved for moments like Ramadan, if they don’t have a sustained year-round presence they can come across as superficial. Inclusivity is also crucial and needs to be considered by global brands in their international campaigns alongside their regional efforts.
Here, Tunisian-Swiss Modest Fashion Consultant Yousra Zein shares her tips on how to produce successful marketing campaigns for the month of Ramadan, who got it right and how to learn from any mistakes.
Create a Personalized Experience
More and more consumers crave unique experiences that embrace their lifestyles. Regional campaigns are an opportunity for brands to provide culturally relevant content and become connected and involved with the community. Forgetting the corporate need to generate cash for a second, Ramadan is about challenging ourselves physically and spiritually and being a better version of ourselves. It’s an opportunity for brands to showcase these reflections in a deeper and more meaningful way. If we can get an Alberta Ferretti “Eid Mubarak” red sweater in the process, then why not?
Speak to Regional Experts
Brands should seek insights and feedback from local fashion and marketing consultants. They can advise on best practices to adapt and optimize campaigns, from the design concept to the marketing strategy and delivery. They can also guide the brand in understanding that each country in the region is unique and has different behavioral patterns. For example, the headdress is styled differently in Kuwait and Saudi Arabia.