The aim: similar to Christmas, Ramadan has become a season of increased consumerism and attention to shopping. As well as spending on specialty and imported food throughout the month to break their fasts, consumers also splash out on gifts to give to loved ones. Ramadan (and the weeks prior) offer a massive opportunity for brands, not only in MENA, but also in western markets like the US, UK and France. This campaign aimed to highlight how Twitter can help global advertisers reach consumers during the month of Ramadan.

The audience: businesses in the UK, France, Indonesia and the Middle East.

Promoted Content

Webinar

An educational webinar was held to position the Ramadan opportunity.

Weekly Brand Index

Each week, a Brand Index would be Tweeted from @TwitterAdsMena to highlight the most engaging brands Tweeting about Ramadan.

Email Campaign

On the first day of Ramadan, a greeting email was sent from Twitter Account Executives to wish clients a blessed month and to further reinforce the advertising opportunity.

THE RESULTS

• 2000 live webinar attendees
• Combined Tweet impressions of 500K during the month of Ramadan
• Brand index: video engagement rate of 12%