As one of the largest and most diverse countries in Southeast Asia, Malaysia boasts a significant Muslim population of approximately 60%. As such, the holy month of Ramadan, observed worldwide, is a particularly significant time for Malaysians. During Ramadan, Muslims fast from dawn until dusk, abstaining from food, drink, and other physical needs. Beyond the spiritual and religious significance, Ramadan also presents an opportunity for brands to connect with this influential audience.
Here are five ways brands can authentically connect with audiences during Ramadan in Malaysia.
Acknowledge Ramadan's significance
The first and most essential step in connecting with audiences during Ramadan is to acknowledge the significance of the month. Brands should show respect for Muslims' religious observances and highlight the values of the month, such as charity, compassion, and community. For example, Coca-Cola Malaysia's Ramadan campaign, #BersamaCoke, celebrated togetherness and compassion. The campaign featured a heartwarming video showcasing the importance of community and coming together during Ramadan.
Emphasise the spirit of giving
Charitable giving is an essential aspect of Ramadan, and brands can connect with audiences by emphasising the spirit of giving. Brands can offer special promotions, discounts, or charity donations during Ramadan. For instance, Watsons Malaysia, a popular health and beauty retailer, launched a Ramadan campaign, "Watsons #HappyBeautifulRamadan." The campaign focused on giving back to the community and provided customers with the opportunity to donate to charity for every purchase made at Watsons stores.
Use appropriate language and imagery
Language and imagery play a crucial role in connecting with audiences during Ramadan. Brands should use appropriate language and imagery that resonate with the month's values and Malaysia's culture. For example, McDonald's Malaysia's Ramadan campaign, "Makcik Bawang's Kitchen," featured a heartwarming story about a grandmother who runs a small kitchen selling traditional Malaysian dishes during Ramadan. The campaign used appropriate language and imagery to appeal to audiences and their cultural traditions.
Create Ramadan-specific products
Brands can create Ramadan-specific products that cater to audiences' needs and desires during the month. These products can range from food and beverages to clothing and home decor. For example, Starbucks Malaysia launched a limited edition Ramadan drink, "Green Tea Blossom Cream Frappuccino." The drink featured a blend of green tea and creamy milk, topped with whipped cream and cherry blossom petals. The drink caters to audiences' taste preferences during Ramadan and incorporates the cultural significance of cherry blossoms in Malaysia.
Partner with influencers and community leaders
Influencers and community leaders play a significant role in shaping audiences' opinions and attitudes. Brands can partner with influencers and community leaders to promote their Ramadan campaigns and create authentic connections with their target audience. For instance, Shopee Malaysia, an e-commerce platform, partnered with popular Malaysian influencer, Dato' Sri Siti Nurhaliza, for their Ramadan campaign, "Raya Dengan Shopee." The campaign featured exclusive deals and promotions for Ramadan and Eid al-Fitr, and Siti Nurhaliza helped promote the campaign to her millions of followers on social media.
In conclusion, Ramadan is an excellent opportunity for brands to connect with audiences in Malaysia. By acknowledging the significance of the month, emphasising the spirit of giving, using appropriate language and imagery, creating Ramadan-specific products, and partnering with influencers and community leaders, brands can create authentic connections with their target audience and build long-lasting relationships.
Comentarios