How Do Brands Spice Social Media in Ramadan!
According to Thinkwithgoogle, the search for recipes during Ramadan spike by 50% higher than the annual average, especially at the start of the holy month.
In the light of this figure, we notice that digital marketers are working on adding recipes in their social media strategies to widen the viewership of their ads and join the Ramadan spirit.
In this article, we’ll take a round among brands that deployed recipes to seduce the consumer and stimulate consumers’ buying intentions. Each brand has fashioned the presentation of its recipe in a different way:
In Egypt, El-Hanim الهانم, invited a cooking critic and blogger, to post recipes on their page on a daily basis.
The recipes are explained in the local dialect and are the best posts in the page:
The recipes’ trend in Ramadan, propagated to Lebanon as well. Carrefour Lebanon suggests episodes presented by a nutritionist about the healthiest food combinations and best practices in Ramadan:
حلقة رمضان الأولى مع اخصائية التغذية Vanessa Ghossoub: السحور للطاقة وأفضل توقيت للرياضة. أجيبوا على سؤال الحلقة بتعليق واربحوا قسيمة شرائية بقيمة 100,000 ليرة من كارفور!lسيتم اختيار رابحيْن في الحلقة المقبلة! Publiée par Carrefour Lebanon sur samedi 19 mai 2018
In Tunisia, Aziza chose to prepare episodes presenting light and healthy recipes diffused on their own official page.
The recipes are presented by a nutritionist and the Tunisian actress Kaouther Bardi.
The idea seems to have aroused more interaction among Aziza’s fans since videos gain more interactions since the start of Ramadan.
Moving to Morocco, HuilOr, on its turn, suggests traditional recipes and puts some of them on “trial”: fans are asked to judge if the meal is healthy or not via a direct link:
عيشوا مباشرة أطوار جلسة محاكمة الدجاج بالدغميرة !شاركوا معنا ارائكم بتفاعلكم معنا ب 👍 إلى كان صحي أو 😡 إلى كان غير صحي، الحكم كيرجع لكم و حاولوا الفوز بمجموعة من منتجاتنا ! Publiée par Huilor sur mercredi 23 mai 2018
The promise of a reward is always a winning action when it comes to interactions. Joining this latter with a recipe sounds a win-win: Safeway Jordan سيفوي الأردن introduces a new recipe every day in the form of a guessing game.
Adding recipes to the social media mix has paid off so far: all of the above posts are among the best posts for each brand since the start of the holy month according to Kpeiz.