THE NEW CODES OF SOCIALIZING & CELEBRATIONS - Lessons from Raya in the backdrop of Covid-19 Captured via Digital Immersions An Ipsos Malaysia ...

THE NEW CODES
OF SOCIALIZING
& CELEBRATIONS
Lessons from Raya in the backdrop of Covid-19
Captured via Digital Immersions

An Ipsos Malaysia Thought-Piece

July 2020

IPSOS WEBINAR
 In Covid-19 times – New Codes of Socializing
 and Celebrations – Lessons from Raya 2020
 Team-Profile

 Anshuman Ray Asrul Sani Dex Yeoh Hykarl Sufardi Jane Ramasamy
Group Service Line Lead Consultant Research Manager Research Executive Community
 Ipsos UU & SIA Ipsos UU SIA Ipsos UU Administrator

RAMADHAN
SOCIAL LISTENING

A SIA study capturing social sentiments during Ramadhan and
Hari Raya festive in Malaysia in the backdrop of MCO

 Keyword & Query
 Configuration
 Search Setup &
 Data Quality Check

 NOISE DETECTION & HUMAN-BASED
 REPORTING
 QUERY REFINEMENT REVIEW
 Extract 2,000 sample size for Quantification Measurements
 Removal of spams, brand &
 secondary data processing (charting and summary) &
 promotional posts and other
 (Sentiment re-segregation & Qualitative Analysis (find out the
 irrelevant mentions
 Sub-topic analysis) unknown’s unknown and why)

 Time Period:
 24th April 2020– 14th May 2020

Sample Queries:
ramadhan OR Ramadhan OR puasa OR "buka puasa" OR berpuasa OR fasting OR bazaar OR bazaars OR bazar OR "e bazaar"
OR "e bazar" OR ebazaar OR ebazar OR "warong digital" OR "hari raya" OR raya OR aidilfitri OR "balik kampung"

FAITH REMAINS AT THE HEARTLAND OF RAMADHAN
 Even during uncertain times, netizens driving positive conversations

 1st Phase of MCO
 Conversation Timeline: COVID-19
300000 Announced
 Total Mention: 5.3 Mil
250000 2nd phase of MCO CMCO
200000 Announcement
 3rd phase of MCO
150000 Announcement 4th phase of MCO
 1st Day of MCO Announcement 5th phase of MCO
100000
 Announcement
 50000
 0
 15/3/2020
 16/3/2020
 17/3/2020
 18/3/2020
 19/3/2020
 20/3/2020
 21/3/2020
 22/3/2020
 23/3/2020
 24/3/2020
 25/3/2020
 26/3/2020
 27/3/2020
 28/3/2020
 29/3/2020
 30/3/2020
 31/3/2020

 10/4/2020
 11/4/2020
 12/4/2020
 13/4/2020
 14/4/2020
 15/4/2020
 16/4/2020
 17/4/2020
 18/4/2020
 19/4/2020
 20/4/2020
 21/4/2020
 22/4/2020
 23/4/2020
 24/4/2020
 25/4/2020
 26/4/2020
 27/4/2020
 28/4/2020
 29/4/2020
 30/4/2020

 10/5/2020
 11/5/2020
 12/5/2020
 13/5/2020
 14/5/2020
 1/4/2020
 2/4/2020
 3/4/2020
 4/4/2020
 5/4/2020
 6/4/2020
 7/4/2020
 8/4/2020
 9/4/2020

 1/5/2020
 2/5/2020
 3/5/2020
 4/5/2020
 5/5/2020
 6/5/2020
 7/5/2020
 8/5/2020
 9/5/2020
 1st Phase of MCO 2nd Phase of MCO 3rd Phase of MCO 4th Phase of MCO

 Conversation Timeline: Ramadhan
 Total Mention: 337K 3%
 42000 1st Day of
 37000 Ramadhan
 19%
 Kerabu Maggi
 32000
 CMCO Thai Recipe
 27000 Positive
 22000
 extension Sentiment:
 announcement Neutral
 17000 Ramadhan
 12000 Negative
 7000

 78%

ONLINE SHOPPING ACTIVITIES SOAR DURING THIS PERIOD
AS A RESULT OF THE NOVEL COVID-19 OUTBREAK
Conversations are highly concentrated on Twitter and Instagram.

Conversation Topics (Top 5)
 sayajual #fgcrazydeals

 #DudukRumah #kuihrayamurah
 Jenama sendiri

 %
 Tudung raya
 ZaloraMY #bajurayabesar
 #branding
 Bundle murah
 Flash sale
 Sample Size: of total sampled bajubundle
 conversations are online #GrabRayaDeals
 2k
 shopping related
 #bajuraya2020
 Online Shopping #kasutbundle
 Balik Kampung & Gathering
 Ramadhan/Raya Wishes #brandaku
 Brand Activations
 Buka Puasa/Meal

 Sample Size: 1,819

ONLINE CITIZENS ARE OFFERED WITH
ABUNDANCE OF CHOICES
Drastic increase Self-Employed Business as many sellers have moved online due to MCO

Brand Mentions
 More than

 %
 of online shopping conversations
 Sample Size:
 are contributed by self-employed
 250
 business social handles

 91% Self-Employed Business
 3% Shopee
 3% Lazada
 1% Zalora
 2% Others

FOOD AND FASHION ITEMS ARE THE
MOST MENTIONED COMMODITY
Snacking is a big opportunity area… Lockdown creates new meal occasions and binging moments

Commodity Types

 2%
 5% 2%

 21%
 Sample Size: 48% Raya Snacks
 200
 Clothes
 Cosmetics
 Health/Slimming Products
 22%
 IT Gadgets
 Greeting Cards

BRANDS TOOK A DIFFERENT STANCE FOR THIS
YEAR’S RAYA CAMPAIGNS
Majority of brands focus heavily on ‘Stay at Home’ concept

Conversation Topics (Top 5)

 celebrate Raya at home
 sahur
 IftarTogether resipi tutorials

 %
 #StayHome Jom cuba buat
 dudukrumah aktif
 e-kitchen
 Total Mention:
 337K Facebook live masak
 Online Shopping
 Balik Kampung & Gathering
 Ramadhan/Raya Wishes
 Buat sendiri
 Brand Activations Makeup tutorials
 Buka Puasa/Meal Resipi senang

 Sample Size: 1,819

ONLINE CONTESTS, ONLINE RECIPES AND TUTORIALS
GARNER HIGHER SOCIAL TRACTIONS, CREATING NEW
OPPORTUNITIES FOR BRANDS
 Total Total
Top 10 Brands (Facebook) Impressions
 Post Engagement

 01 8 500 1b

 02 18 3k 533m

 03 42 29k 714m

 04 57 37k 640m

 05 7 53 244m

 06 4 3k 233m

 07 5 366 186m

 08 3 180 106m

 09 10 747 67m
 *Ranked by Synthesio influencer rank (in-house derivate
 10 3 57 47m metric from volume, interaction & followers).

WHILE BRAND ACTIVATIONS ARE SEEN TO BE SUCCESSFUL
ON FACEBOOK,
KOLs play a more influential role with Insta-Live skyrocketing
 Total Total
Top 5 KOLs (Instagram)
 Post Engagement Impressions

 01 Rozita Che Wan 44 780k 4.8m

 02 Laudya Cynthia Bella 4 584k 31m Fashion

 03 Mrs Nedim 18 203k 6.9m Beauty

 04 Ohabangkosmetik 14 10k 55m

 05 Mira Filzah 8 274k 6.4m CPG

WE SEE A SIGNIFICANT CHANGE OF DINING BEHAVIOUR
WITH NETIZENS OPTING FOR MEALS VIA FOOD DELIVERY
INSTEAD OF IFTAAR BUFFETS
Home-cook vs Food Delivery

 76%Home-cook
 24%
 Food
 Delivery

COOKING BECOMES A NEW LIFE-SKILL
EVERYONE WANTS TO OWN

 Kuih Raya
 momscooking
 foodporn
 sahur e-Ramadhan delivery
 Malay food bazaar online
 masak
 order #dudukrumah

 #stayathome
 iftar
 resepi
 #zerocovid19 #staysafe
 buka puasa
 sedap giler

HOWEVER, WE SOME LOW SPIRITS CAPTURED AS
INTERSTATE BALIK KAMPUNG WAS NOT ALLOWED
IMPACTING FESTIVE SPIRIT
Conversation Topics (Top 5)

 ‘Hye bang polis, saya
 Ryan. Saya nak balik
 kampung .

 %
 Kesian saya. Teringin
 nak Raya kat
 Total Mention: kampung.’
 337K

 Online Shopping
 Balik Kampung & Gathering
 Ramadhan/Raya Wishes
 Brand Activations
 Buka Puasa/Meal

 Sample Size: 1,819

RAMADHAN
DIGITAL
IMMERSION

COMMUNITY DURATION AND RESPONDENT CRITERIA

 METHODOLOGY DURATION WHOM WE MET 5 AREAS COVERED
 Online community on 2 weeks, covering 30 Malay consumers Ramadhan rituals in MCO
 Ipsos proprietary the week before Hari
 platform Raya, and the Hari Good mix of Male & Lifestyle & Socializing during
 Raya week Female Ramadhan in MCO

 Across different Ramadhan Shopping in MCO
 lifestage
 Hari Raya celebration
 Higher income &
 lower income Media & entertainment
 in MCO

SNAPSHOT OF THE IPSOS SRP COMMUNITY PLATFORM

RAMADHAN & RAYA – CULTURAL AND ECONOMIC SIGNIFICANCE
One of the most significant events in the calendar for Malays

 1.8 Billion Muslims
 globally and approx. 19 Fasting during the
 Million Muslims in There is a vibrant and month of Ramadhan
 Malaysia practice fasting significant ‘Ramadhan is one of the main
 during Ramadhan and Economy’ created by five pillars of Islam
 celebrate Raya consumption, gifting
 and charity

 Spending for Ramadhan
 A time for togetherness and and Raya goes up to MYR
 socialization. At the same 18 billion each year, with an
 time it’s the time for average revenue of MYR
 generosity, compassion, self- 1000 per Malaysian for
 reflection and spiritual Raya and Ramadhan
 significance, to develop a related consumption
 deeper connect with Allah

SEVERAL SENTIMENTS EMERGED THROUGH THIS PERIOD
These stages are indicative based on sentiments and AI based analysis

 #Coronavirusoutbreak - Confusion, disorientation and fear.
 DISBELIEF Also a sense of denial

 #StayAtHome - Changing socializing and Iftaar plans, stockpiling supplies
 PREPARATION where possible, panic-buying, coming to grips with stockouts and short supply

 #LockdownLife - Acceptance of the changes and restrictions during
 ADJUSTMENT
 Ramadhan. Social distancing during festivity is a new concept.

 #Thistooshallpass – The ‘Pajama days’ - Settled into routines and exploring new
 ACCLIMATIZATION ways of connecting and socialising. Some sweet spots as people explore new
 activities and interests during an easy paced Ramadhan.

 Tension builds up and fluctuates over time, with the restriction of movement/social
 ENDURANCE activity affecting mood, relationships and the festive spirit. This can be aggravated by
 unsure timelines, loss of income and jobs
 Relief as businesses start to reopen, signaling the end is in sight. New world order.
 ANTICIPATION,
 New rules. But concerns about job and financial security due to economic
 ANXIETY
 uncertainty remain

THE VARIED RAYA MOODS THIS YEAR
The separation, yet the positivity & humour – The polarized sentiments

 Being at home alone - sad
 Being at home with family - Great!
 Working from home - Cool
 Working from home when people
 expect you are available anytime
 - LOL not cool!

THE 4 BIG SHIFTS THAT WILL IMPACT THE WAY
PEOPLE CELEBRATE FESTIVE MOMENTS
We have now delved into each of these shifts to uncover the emerging insights and
the biggest areas of opportunity for brands to act upon

 RAYA REVISITED DIGITAL UBIQUITY

 The rituals, practices Physical connectivity is
 and socializing substituted by virtual
 drastically changed connectivity.
 during Raya but
 festivity and faith are Recreation & faith
 still at its heart embracing technology

 REVITALISING CREATIVITY & WELL-BEING CHANGING RAMADHAN ECONOMY

 Pursuing new passions Due to social distancing,
 and interests to we witness changes in
 achieve a feeling of purchase behavior and
 self-accomplishment also role reversals in the
 and to fight boredom context of shopping

SHIFT 1:
RAYA REVISITED

RAYA REVISITED
WHAT IT MEANS?
Overview | Cultural Drivers | Implications Next

The rituals, practices and socializing drastically changed during Raya but
festivity and faith are still at its heart

Concept of festivities changing through never-before experiences evoking
stronger feeling of faith, introspection and simplicity

People are re-defining Ramadhan experiences and codes, which don’t revolve
around communal prayers, feasts and bazaars that are a hallmark of
Ramadhan. But it brought the immediate family closer due to social isolation

8 big themes are identified under this shift

 Positive Sentiments Less rushed. From Indulgence Essence is same.
 of being Close to Enables connecting -> To Generosity Ritual is different
 family with self

 Impact on income, Missing the key Lack of sensorial No physical
 so this Ramadhan traditions (No Balik feasts and festive togetherness at
 was a bit low key Kampung) vibes mosques

RAYA REVISITED
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Positive Sentiments Less Paced Life. From Indulgence Different Rituals.
 of Being Close to Enables Connecting to Generosity Same Essence
 Family with Self The desire for social status As praying in the mosque
 There is a growing spirit of The less chaotic schedule and standing-out during this was not allowed, the Imam
 ‘Family-First’. offered a perfect opportunity to Raya was not strong, due to was not leading the prayer.
 Staying at home creates introspect life, in an otherwise less opportunity for social But it didn’t restrict the head
 more ‘We Time’ - Praying very busy Ramadhan schedule. validation. So no fancy iftar of the family to recite the
 together, cooking together, It was like watching myself in a buffets or no expensive beautiful words of Allah at
 breaking fast together – parallel dimension. gifting. However, the ‘spirit home, with the virtual
 creates an essence of a well- of giving’, through acts like companion of your siblings,
 knit family Donation etc. continued parents, relatives or friends

RAYA REVISITED
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Lack of No physical
 Loss of Income, Missing the key sensorial feast & togetherness &
 hence less festive but traditions festive vibes socializing
 stronger faith (Balik Kampung)
 This Ramadhan was not Be it the ambience of
 Ramadhan is the time when Balik Kampung is a key associated with the fast- community prayers for Night
 Muslims are expected to highlight of Eid with planning breaking bazaar and Prayers (Terawih) where
 empathize and support the less and preparations coming community buffets, hence the there is usually a supper
 fortunate ones. However, the together for a trip back home. festive spirit got hampered. session after prayers in the
 uncertainty in the job market mosque, or visiting relatives
 With restricted movements, it Those favourite stalls were missed
 made it more important to be at the Bazaars - Raja Murtabak & with gifts – these social
 was impossible for many to
 frugal, spending only on 1001 Beriani Gamat TTDIs, The
 ‘balik kampung’. engagements were missed
 essentials. Roti John at PutraJayas
 out

RAYA REVISITED
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 Many people will “I want to have CREATE A VIRTUAL OR GAMIFICATION OF
 moments of fun and NEW SOCIAL SPACES FESTIVE EVENTS &
 choose not to
 EXPERIENCES
 participate in socializing but would Find ways to authentically
 like to feel safe by not curate a festive experience Consider virtual parties
 crowded gatherings for your customers and
 compromising on my digitally or create ways to get
 yet would like to people to the venues, events employees. Your brand
 experience the health or privacy” and activities by assuring ambassador could host a
 safety specially designed
 festive spirit. Spotify list, a virtual party
 or an event. There are
 many possibilities where
 your brand values can
 converge with current
 consumer needs

RAYA REVISITED
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 “Even during CREATE FAMILIAL CREATE ENGAGING
 One wants to remain
 INSTEAD OF A MOMENTS WITH
 connected to the turbulent times, I
 SOCIAL-COMMUNITY FAMILY, MAKING
 inner social circle, want to remain INDOOR LIFE
 engaged and The concept of community is
 even during turbulent ENJOYABLE
 dynamic in today’s era, while
 times, as it gives me a connected to my core a family brings stability.
 sense of belonging family” Hence in the new-world
 order, the familial community
 triumphs

SHIFT 2:
REVITALISING
CREATIVITY &
WELL-BEING

REVITALISING CREATIVITY & WELL-BEING
WHAT IT MEANS?
Overview | Cultural Drivers | Implications Next

Pursuing new passions and interests to achieve a feeling of
self-accomplishment and to fight boredom

There is rise of holistic well-being as a practice, with consumers
aiming at maintaining one’s physical and mental well-being

4 big themes are identified under this shift

 Being mindful and Today's Home is
 Democratization Rise of Holistic
 promoting mental Tomorrow's
 of creativity well-being
 health Sanctuary

REVITALISING CREATIVITY & WELL-BEING
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Rise of holistic Being mindful
 Democratization of Today's Home is
 well-being and promoting
 creativity Wellness becoming much more than Tomorrow's Sanctuary
 Lockdown brought out hidden healthy eating and fitness classes, mental health With more people spending
 kitchen talents and other and is increasingly about personal Mindfulness is becoming disproportionate time at home, it is
 creative pursuits in Malaysians optimization of mind, body and soul. more prevalent. seen as places of calm sanctuary
 away from hectic workplace.
 With a lot of content readily People are becoming more aware Meditation, improving mental
 available via mobile of what goes into their bodies. health, addressing Many have started to sense how
 technology, a new ecosystem More emphasis on organic food, depression due to lockdown lockdown would transform our inside
 of learning and sharing is home-cooked food & immunity are key conversation topics worlds by redefining (and
 witnessed boosting diets redesigning) our homes

REVITALISING CREATIVITY & WELL-BEING
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 “I’m trying to BRANDS NEED TO FIT CREATING
 People would POSITIVE
 meaningfully stay IN THE NEW CONTEXT
 constantly strive to OF SELF-CREATION EXPERIENCE
 engaged, adapt and
 make time for creative Brands will need to stay AT HOME
 to create positive
 pursuits to stay close to consumers in this
 experiences while at new narrative of ‘hyper-
 occupied and mentally skilling’ and constant self-
 home in the new
 stable development
 normal”

REVITALISING CREATIVITY & WELL-BEING
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 CREATE IN-HOME ON-DEMAND,
 People would choose to “I want my home to be CONSUMER PERSONALISED
 celebrate at home and the festive destination, GENERATED SERVICES
 not at conventional by giving everyone a EXPERIENCES
 venues for events and unique experience” Help people to turn their
 homes into awesome
 parties entertainment venues, by
 enabling them to be amazing
 hosts.

 Disney Hotstar
 First Day First Show

REVITALISING CREATIVITY & WELL-BEING
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 “Too much of choices CURATE BEHAVIOURAL PERSONALISED
 You can also access DATA TO CREATE RECOMMENDATION
 confuse me. Wish I
 data about BRAND RELEVANCE OF PRODUCT &
 had products which EXPERIENCES
 consumer’s habits, This allows you to make
 are more personalized If your consumers are enrolling
 interests and passion- better predictions as to
 to my needs” which brands or products to online workout sessions
 points through device with an interest to eat healthy,
 are most likely to appeal
 data then accordingly build an
 to them
 association with your product.

 Partnering with food delivery
 apps also work here, as you
 would get to know whether your
 consumer is swaying more
 towards healthy eating or junk
 indulgence. Accordingly build a
 proposition for your brand

SHIFT 3:
THE CHANGING
‘RAMADAN
ECONOMY’

CHANGING RAMADHAN ECONOMY
WHAT IT MEANS?
Overview | Cultural Drivers | Implications Next

Purchases are made due to practical reasons but considerations may
have been compromised

Limited movement forces Muslims to adapt their shopping behavior. At normal times, the Eid buzz is being
felt at the shopping areas 2 weeks before the festivities, which was not the case this year.

Also due to social distancing, we witness changes in purchase behavior and also role reversals in the
context of shopping

Following are the 4 big themes are identified

 Husbands can Panic buying Small joy Practicality instead
 shop too syndrome → small SKU of flaunt

CHANGING RAMADHAN ECONOMY
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Small Joy Practicality
 Panic Buying
 Husbands can shop → Small SKU instead of flaunt
 Syndrome
 Strict MCO protocols allows As the MCO progressed, there The scale of the festivity was
 for only family heads to be During the initial phase of was an acceptance that Eid in small, hence no motivation to
 out for purchases MCO, fear and anxiety were 2020 is not going to be a big stand out from the crowd
 heightened social festivity
 This led to unique shopping Many have opted to ‘reuse’ the
 challenges that the head of Selected popular items were Preparation for Eid was done old Eid items – clothing,
 the family had to tackle seen to be constantly running in a smaller scale drapery, decorations
 our of stock – E.g. bread
 Funny memes and Smaller SKUs and moderation No luxurious gifting took place
 (Gardenia), spread, rice and
 communications were consumption took place
 cooking oil (Halal brands).
 rampant instead of excess consumption

CHANGING RAMADHAN ECONOMY
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 OFFER A SIMPLIFIED SIMPLIFYING
 “As the head of the
 There would be a RETAIL EXPERIENCE SHOPPING (DIY)
 family I would like to
 rise of the male Brands could assist retail
 take part in tasks like chains in offering carefully
 shopper
 shopping, however I curated selections to the time-
 find the whole process strapped male shoppers

 quite painful” Access to quick references will
 also help unfamiliar shoppers

 Tesco Malaysia

CHANGING RAMADHAN ECONOMY
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 The culture of “Indulgence is FIXING THE PROBLEM FRUGAL SHOPPING
 accepted but in OF EXCESS
 moderation to
 moderation. I do not INDULGENCE
 dominate the culture
 believe in wastage” Brands could inspire
 of over-indulgence shoppers to opt for a
 more sustainable and
 restraint consumerism

SHIFT 4:
DIGITAL
UBIQUITY

DIGITAL UBIQUITY
WHAT IT MEANS?
Overview | Cultural Drivers | Implications Next

Recreation & faith embracing technology
Physical connectivity is substituted by virtual connectivity.

Not just for Ramadhan and Raya, the Movement Control Order in Malaysia help to
push the huge surge of online presence, for both content creators and viewers.

Technology is seen as a savior to many people – where there is continuity of work,
variety of entertainment content available, and how socializing can be maintained
regardless of location

 Heighten demands for Get-togethers without Keeping faith through
 Digital entertainment getting together digital means

 Emergence of new social Emergence of digital
 space (Third Space) community and advisors

DIGITAL UBIQUITY
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Emergence of digital
 wellness content &
 advisors
 The trend of ‘lockdown fitness’
 via online work-out sessions
 conducted by yoga instructors,
 fitness experts and
 Heighten demands for Keeping faith through psychologists help people to
 Digital entertainment & unwind and stay in shape.
 digital means These are through membership
 gaming Due to the mosque being off- or pay-per-session
 Most consumers experienced an limits, people are turning into
 increase usage of smartphone online hosted religious classes to Personal care shops such as
 internet, laptop or video game learn barbers, and beauty saloons
 console during this period. Most These sessions are hosted being closed, local influencers /
 use their downtime to catch up on mostly through Facebook, make up artists uploading
 their long watch list of movies, Instagram and what used to be content on how to ‘cope’ with the
 backlog of video games or even paid content are now free to view, lockdown becomes a trending
 playing casual games on their with the intention to share topic.
 smartphones knowledge freely

WITH THE HELP OF NEW MEDIA AND TECHNOLOGIES,
ISLAMIC EDUCATION SESSIONS CONTINUED TO BE
HELD THROUGH FACEBOOK/INSTAGRAM LIVE.

DIGITAL UBIQUITY
WHY IS THIS HAPPENING?
Overview | Cultural Drivers | Implications Back Next

 Get-togethers Emergence of –
 without getting ‘The Third Space’
 together
 Live sessions on social media,
 Breaking of fast and on-demand and streaming
 celebrating Raya has services making any space a
 always been a group / social space during Covid-19,
 community effort. With thus giving rise to a new
 the help of numerous free concept to social venues
 platforms (Zoom, Music shows, live bands,
 WhatsApp, Skype), People are setting
 scheduled iftar sessions, chart- topping musicians have This is a way for them to
 people are connecting all started performing virtually,
 online with family & scheduled Raya catch- reach their fans without
 ups with self imposed let it be through ‘Instagram having to perform physically
 friends while breaking live’, Facebook live, or even
 fast, enjoying meals dressing codes to fully on stage, as well as bringing
 immerse themselves in streaming giant ‘Twitch’ and joy to people during trying
 during Raya YouTube.
 the celebration. times

MANY MEDIA COMPANIES AND ARTISTS HAVE JUMPED INTO THE
BANDWAGON TO HELP FULFILLING THE DEMAND BY CONDUCTING LIVE
MUSIC CONCERT AND UPLOADING FREE DRAMA/MOVIE ON SOCIAL MEDIA.

DIGITAL UBIQUITY
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 HOST EVENTS IN ESTABLISHING
 People’s lives are fluid “I want to be a part of
 ONLINE THIRD SPACE BRAND PRESENCE
 and they would like to an event, learn be able THROUGH ORGANIC
 be involved in events to entertain myself Leverage social media / online
 CHANNELS
 platforms to bring people to
 or activities regardless without tied to a the venues e.g. Launch your
 Harness social media to create
 spontaneous social gatherings
 of physical distance routine or traditional brand on TikTok account – it’s by transforming familiar
 socializing patterns” a great investment to connect locations to venues. Make your
 with younger audience brand visible there

 Jao Tim Art Deco Glamour
 This cafe attracts patrons with
 its Art Deco glamour, has
 shifted its jazz concerts and
 jam sessions to Instagram
 Live, featuring one musician a
 day from 9pm to 10pm
 Fanswell, USA
 This website
 allows people to
 invite their
 favourite artists to
 perform

DIGITAL UBIQUITY
WHAT BRANDS COULD DO TO RIDE ON THIS SHIFT?
Overview | Cultural Drivers | Implications Back Next

 Imagine future festive Consumer tension… What could brands do…? How this could come to life?
 occasions where …

 “When I share so CREATE USER USE INSTAGRAM AS
 Brands will only GENERATED CONTENT TRADE & AFFINITY
 much of my social life
 create meaningful Encourage your loyal CHANNEL
 online, it’s more than
 connections through followers and customers to Connect your online store to
 just connecting with share about brand stories on Instagram Shopping so you can
 digital platforms
 people… it’s about social media. Everyone with a tag products in posts and stories
 smartphone is a potential
 being known for my brand ambassador Share user-generated content in
 views” both your stories and your feed
 to thank your followers for
 shopping or ordering from you
 during this time. Use user-
 generated (consumer-generated
 stories) – example: Maggi
 lockdown recipes, Awesome
 Milo Milk Shakes,

THANK YOU!