This is the Joy of Discovery - Ramadan Marketing Insights and Recommendation Guide

This is the Joy of Discovery
Ramadan Marketing Insights and Recommendation Guide

This Ramadan season people will want to come together, whether virtually or socially
distanced, to share the joy with loved ones. And despite inevitable differences to years
gone by, we will see the emergence of new discovery and shopping behaviours.

In this marketing guide you’ll learn how people plan to observe, celebrate and discover
new products and services during Ramadan. You’ll also see recommended solutions to
help you adapt and plan for the season ahead. And for a deeper dive into our insights
and marketing recommendations, check out our website.

Methodology
To understand the behaviours of people who observe
Ramadan and/or who shop for this season, Facebook IQ
commissioned YouGov to survey 17,758 adults between
May 23 and June 13 2020.

Approximately 1,500 interviews were completed in 11 countries,
with samples that were representative of the adult online
population across age, gender and region in each market.

In eight study markets, Ramadan and Eid al-Fitr are celebrated
and observed among the majority of the population:
Egypt, Indonesia, Malaysia, Pakistan, Nigeria, Saudi Arabia,
Turkey, and the UAE (n=12,219).

In three markets, Ramadan and Eid al-Fitr are celebrated
and observed, but among a minority of the population:
France, Germany, and the UK (n=5539).

For the global average data cuts in this guide, we focused our
analysis on the eight markets where Ramadan is celebrated by
the majority of the population.

Contents                                                                          CLICK TO GO TO THE SECTION YOU WANT TO READ

   I N S I GH T      IN S IG H T      IN S IG H T         I NSI GHT           I NSI GHT                     I NSI GHT

  #1                #2               #3                  #4 #5                                             #6
A demand for      Creators         Social conscience   Unity through       Continuous                  Price sensitivity
safety drives     offer a new      drives support      technology;         shopping results            elevates an
mobile shopping   source of        of local            mobile empowers     in a surprising             anticipation for
                  credibility      communities         family connection   second shopping             mega sales
                                                                           peak

•

This is the Joy of Discovery: 2021 Insights
 KE Y T HIN GS TO CONSI D ER WHEN PL AN N I N G AN D C RE ATI N G YO UR N E X T R A M A DA N M A R K E T ING P L A N:

#1                            #2                              #3                            #4                            #5                             #6
     DISCOVER NEW                  DISCOVER                        DISCOVER NEW                  DISCOVER MOBILE               DISCOVER NEW                   DISCOVER
     DEMAND                        PARTNERSHIPS                    WAYS TO SUPPORT               AUDIENCES                     OPPORTUNITIES                  BARGAIN HUNTERS
     Understand your               Use partnerships and            Raise awareness of            Leverage the rise in          Plan ahead to stay             Highlight key offers and
     audience’s needs and          creators to promote and         your support for local        mobile entertainment          relevant and prepared          sales ahead of time.
     safety concerns when          inspire your audience in        businesses and the            and resources to reach        for the second shopping        Ensure you reach the right
     shopping online and on        an authentic way.               community during the          your audience where           peak.                          people, with the right
     mobile.                                                       pandemic.                     they are.                                                    prices at the right time.

                                                                                             Please visit our Ramadan wesbite, Shared by Facebook, for more insights.

Campaign planner
HE RE ’S A ME DI A PLANNER TEMPL ATE TO H E L P YO U O RGAN I S E YO UR RA M A DA N 202 1 M A R K E T ING C A M PA IG N.
Edit or print this calendar to map out your next campaign.

                                        PRE - RAMADAN                                      MONTH OF RAMADAN                            EID & POST-EID
                                    Discovery and Awareness                              Consideration and Conversion                Remarket and Remind

                       W/C 15 MAR   W/C 22 MAR     W/C 29 MAR   W/C 5 APR   W/C 12 APR     W/C 19 APR      W/C 26 APR   W/C 3 MAY   W/C 10 MAY    W/C 17 MAY

       INC R E A S E
     AWA R E NE S S

           D R IV E
 CON SIDE RAT IO N
     A ND INT E N T

            D R IV E
   CON V E RS IO N S