Consumers look to businesses to feel more positively about how these brands support society. A recent global study by Kantar on Twitter shows that, in fact, only 8% of people believe that brands should stop advertising during the global pandemic. This has been especially evident in the month leading up to Ramadan, when there has been a 70% increase in conversations globally. During the holy month, brands used Twitter to connect to levity or uplifting moments, and to launch purpose-driven campaigns.
In this challenging time, brands in the region have been navigating new opportunities to help stay top of mind by connecting with Ramadan. Cultural relevance has continued to be critical during the global pandemic. Leaning into key moments such as Ramadan with a creative strategy that resonates is key. Here are some examples of how brands have connected with Ramadan on Twitter.
— قناة ذكريات 📺 (@Thikrayat_tv) May 6, 2020
"أنتم فرحتنا" وهذي هديتنا لكم في عيد الفطر السعيد! 😃
— Omantel عمانتل (@Omantel) May 24, 2020
As a challenging moment for brand communication, consumers are feeling afraid and uncertain, and are looking to brands to step up and show up. During Ramadan, many businesses articulated their brand’s mission and purpose, and, most importantly, acted on that purpose. Here are some examples of how brands have identified their place during Ramadan by identifying their purpose and giving back to the community.
— Almarai – ا ل م ر ا ع ي (@almarai) April 8, 2020
لأننا كلنا في مركب واحدة…أيدينا فى أيد بعض هنعدى الصعب
وعشان مؤمنين بدورنا وواجبنا تجاه بلدنا فى مواجهة الأزمات دعمنا مبادرات كتيرة لدعم مجتمعنا …
المصري الأصيل دايماً خيره للكل… قبل أي حد#وي #قبل_أي_حد#تامر_حسني#مجتمعنا_مسئوليتنا#الأصل_مصري pic.twitter.com/5NwIgvu3Wi
— المصرية للاتصالات (@telecomegypt) May 6, 2020
مافي شي حيمنعنا انه نعيش أجواء رمضان، بيدنا نحول المواقف الصعبة إلى لحظات حلوة ما تتنسي.
— بوبا العربية (@BupaArabia) April 27, 2020
— بنك الجزيرة (@BankAlJazira) May 10, 2020