A nic(h)e Ramadan strategy

In previous editions of The MKTG Detox, I wrote about brand building as critical for business growth, the importance of storytelling and the need for experiences. Ramadan is the perfect time to do all three. There are a couple of challenges brands typically face when developing Ramadan strategies: how to cut through the noise and the level of investment needed to make an impact. 

With Muslims increasing their content consumption throughout Ramadan and the rise of niche content on social media- there is literally something for everyone- it's an excellent opportunity to create and roll out branded storytelling that viewers can tune in to regularly and connect with your brand. While the general instinct is to go mass and generic, the real opportunity is quite the opposite- it’s to time to go niche.

Good, memorable storytelling that taps into a niche cuts through the noise and can go a long way to building brand affinity with consumers. Here’s how to make niche storytelling your Ramadan strategy:

1. Be authentic: Treat viewers with intelligence when crafting your storylines. Centre the characters and plot, then weave in your brand (not the other way around). Dig deeper into the emotions, don’t be afraid to go niche and original, but remain respectful of the month's significance. Remember, it's their world, and you're just living in it.

2. Go lo-fi: Social media viewership increases during Ramadan, which reaffirms that you don't need a big, high-quality production to make an impact on consumers. Audiences can be very forgiving on production value if the story is good. Generative AI tools can help creatives accelerate the production and post-production process to keep costs low.

3. Short and repetitive: Because there's so much content coming out in Ramadan, to cut through the noise, I recommend using a repetitive format that is easier to produce but gets the audience to tune in and follow along easily. Treat it as a 1-2 minute anthology series. 

4. Tap into podcasts: 30% listen to podcasts daily during Ramadan. Co-produce a segment with a relevant podcast that flows naturally so as not to alienate listeners. We want to connect, not detract.

5. Adjust your KPIs: Brand building is the name of the game, so define your key metrics around awareness, recall and affinity. A smaller, higher-quality audience to reach is better than wide-ranging reach to achieve results, so adjust your targeting goals and strategies based on your niche and budget.

I also urge you to extend your Ramadan strategy to connect with audiences you might not otherwise focus on at other times of the year. In the GCC, South Asians make up a large chunk of the expat population, and they are also a third of the world's Muslims - the largest Muslim population globally. They deserve to be seen during Ramadan too. They might not be tuning in to MBC or Shahid, but they're on social media like everyone else. Create social content that is relevant to them; consider their preferences in food content and sports content; add subtitles and/or dub your content in Urdu and Hindi and release those versions, too. There are plenty of tools out there that do this seamlessly now. 

Happy Strategising,

Nagham

P.S. Need help with content ideas or producing lo-fi content in time for Ramadan? Get in touch by replying to this email.