Google Ramadan Cheat Sheet Download PDF

RAMADAN DIGITAL MARKETING
CHEAT SHEET 2019

STEP 01 Get Your Data-Driven Industry Insights Ready
Contrary to common belief, several industries Consider the topics people actively
actually witness peaks in business during search for in order to inspire your
Ramadan. Be present online in Ramadan creative messaging
in the right way
For example, Nutella cleverly used the fact that
searches for traditional desserts like Knafeh peak
Auto sales rise during the last 2 weeks of Ramadan during Ramadan to create a series around making
as people look for offers before they expire. Arabic, traditional Ramadan sweets using Nutella.
Gaming peaks: Demand for gaming consoles and The beauty industry also witnesses a boost
equipment increase in preparation for summer during Ramadan, resulting in several brands opting
holiday that has coincided with Ramadan over the for beauty-themed YouTube web series in
last few years. Ramadan, including Maybelline’s Makyaj wa Banat
Apparel shopping spike in search queries 10 days

Take consumer interests into account before Eid as people comb the online world to be
when optimizing your media plan inspired and to purchase the latest Eid looks.
Knowing what people like to watch gives you

an indication to where they spend their time. Leverage tools at your fingertips, such
Broadcast search data show that it’s not only as Google Trends to better understand
original Arabic series that spike during demand for your industry, and Google
Ramadan, but that people still heavily search
for Turkish Dramas.
Analytics to analyze traffic patterns to your
website and guides on targeting.
STEP 02 Plan Your Creative Approach

Next, we look into how to use data and
insights to inform a creative strategy.
'Family' and 'togetherness' are still key
themes. Most of the top 10 ads are still
More than half of all Ramadan videos viewed dominated by these themes infused with
organically on last year were ads. song and dance.
During Ramadan, people are in the mood for Celebrities are not a must, but when used
stories. Increasingly, stories are in the form right, they generate results. This was the
of ads. case with Orange Egypt, the 2017 Lantern
Award winner.
Web series are popular: Multi-part
stories, web series or what we call During Ramadan, longform content is king
“hub” content on YouTube works, because people are in the mood for stories.
especially during Ramadan.
Audiences connect most with ads that
We’re seeing a shift from the dominance of moved them. Whether the ad included a
service brands. More industries focusing on catchy song or your favorite creator, a
their Ramadan communication as a result. successful brand is one that evokes
The Lantern Award winner last year was an emotion.
Toyota ALJ’s Khebayyes & Abu Hurayyes
series - the first auto brand to win this
distinction in three years.
STEP 03 Understand Your 6 Ramadan Audiences
We analysed specific data and trends to uncover six key Ramadan audience personalities to better
understand their reasons for engaging with specific content on YouTube.
1 2 3
The Dedicated Watchers The Devoted Fasters The Foodies
love ads, games and broadcast content, connect with their spirituality online, search for iftar and suhoor recipes as
with majority of views on mobile from Umrah searches to Quran guidance well as restaurant information
4 5 6
The Groomers The Travellers The Gifters & Shoppers
search for beauty looks for suhoor and search for all aspects on the travel love to search for trendy Ramadan and
Eid gatherings, as well as tips on how to journey online, from inspiration to hotel Eid looks as well as gifts for loved ones
stay healthy during Ramadan bookings, particularly in preparation
for Eid break
YouTube is a companion during Ramadan, a platform where these 6 personas can do 4 things:
During Ramadan, they love watching They also turn to the online world to
YouTube videos anytime, anywhere: learn, whether it’s how to make lentil
WATCH particularly music and broadcast series LEARN soup or perfecting a cat eye for a
Ramadan beauty look
They love watching people play YouTube is a go-to platform for planning
games online, ranging from video and searching purposes, perfect to
PLAY gaming to football content EXPLORE explore ahead of travels or researching
reviews before making a purchase
STEP 04 Unlock Your Media Plan

You can base your media strategy on targeting the right audiences at the right time.
Attract
In order to build reach and awareness, it is key to focus on a user’s interests and passions.
Foodies, devoted fasters and shoppers are ideally targeted Shoppers can also be effectively targeted again in the final
in the first week of Ramadan when people are connecting week of Ramadan as they prepare for Eid festivities, along
to their spiritual side. with travellers and groomers.
Connect
At the consideration and intent stage, a consumer is aware and interested in your brand, but still open
to other suggestions. Lock them in by focusing on intent to influence consideration.
Foodies and shoppers should be targeted at It’s also a good idea for brands to communicate with
the start of Ramadan, when researching recipes for iftars and travellers, groomers and shoppers towards the end of
shopping for suhoor looks are top of mind. Ramadan, when people are finalizing summer holiday plans
and looking for makeup tips and gifts to celebrate Eid.
Assist
The final part involves targeting those who have demonstrated loyalty or particular affinity to a brand.
At this stage, foodies, shoppers and beauty mavens are ideally targeted closer to Eid

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RAMADAN DIGITAL MARKETING

CHEAT SHEET 2019

Apparel shopping spike in search queries 10 days

Knowing what people like to watch gives you

STEP 02 Plan Your Creative Approach

STEP 04 Unlock Your Media Plan

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