Ramadan has different consumer behaviour than other months. Every year the consumer behaviour is keep evolve since the technology keep moving as well. Content consumption significantly evolved by spending more time to video content in digital rather than TV. The question is "How to win ramadan campaign by content marketing" In this proposal, table of contents are; - Our findings around marketing campaign during Ramadan season - Best practices when it comes to content marketing in Ramadan season - How we can help to run your content marketing for Ramadan season - Case studies GetCraft ran 100+ ramadan projects in the last 5 years. With our case studies, we want to share with you to get insight and best practice on the battle of Ramadan Campaign.

1. How To Win
Ramadan Campaign
by Content Marketing

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5. Table of Contents
01
02
03
04
Our findings around marketing
campaign during Ramadan season
Best practices when it comes to
content marketing in Ramadan season
How we can help to run your content
marketing for Ramadan season
Case studies

6. Our findings around
marketing campaign
during Ramadan season

7. Understanding Campaign Timing Is Essential
Timing campaign in Ramadan is essential since consumer behavior is change as well. From several
findings from Nielsen regarding internet access in Ramadan, the peak time is after iftar (buka puasa)
with highest increase in internet use is after breaking fast time by 12%.
Followed by second peak is night/dawn (sahur) and afternoon (ngabuburit). Also, Week 2-3 is the most
preferred time when people spend their time for content.
WEEK 1 WEEK 2 WEEK 3 WEEK 4
After Iftar (Buka Puasa)
Afternoon (Ngabuburit)
Night/Dawn (Sahur)
*Graph above is an illustration about timeline of internet access in Ramadan

8. Consumer Behavior In Ramadan Season
The desire to look different at Hari Raya and Eid al-Fitr’s allowances (THR) encourage consumers to
buy and looking for new things. Here’s below the data from Nielsen and Google:
Fashion 1.7X uplift
in fashion queries
Home Appliance 1.6X
growth YoY in searches
for home appliances
Travel 1.6X increase in
ticket queries for Mudik
Smartphone 4X increase
of consumers who plan to
buy a smartphone
Car ownership 21% increased
while people who plan to buy
car increases 3.5X
Based on above data, we can see that mostly in various categories is significantly increased in
Ramadan Season. These data shows that people buying power is stronger than other months.

9. Food Consumption In Ramadan Season
Although Ramadan is centered around fasting,
traditions relating to food are equally important. This
is illustrated by the 220% increase in food-related
search queries during Ramadan in Indonesia.
This is demonstrated by the 1.5X surge in searches
for restaurants two weeks after Ramadan, and
during Eid al-Fitr when people hold Halal Bihalal (1st
week is presumably spent at home with family).
Bakery-related keywords reach their peak in the last
week of Ramadan, but see a gradual climb a week
before Eid al-Fitr.
Meanwhile, fast food searches gradually increase throughout Ramadan, and see a 1.6X growth in
quick service restaurant (QSR) searches throughout Ramadan. We also see a 51% increase in Waze
navigations to restaurants during Ramadan.

10. Video Format Is The King In Ramadan Season
Consumption of online video content generally rises during Ramadan, with YouTube search queries
increasing by as much as 40% during the period. While most content categories see surges during the
Holy Month, 54% of video watchers in our survey stated an intention to watch spiritual content.
With video format, you can create for your asset that will distribute in your social media, email
marketing or paid ads. Also, you can tap in with sponsored video with Influencer and Media to get their
native content to grab your audience.

11. Sponsored Content Play In Ramadan Season
With various findings on previous slides and look on our Ramadan 40+ case studies last Ramadan. We
found several data as follows:
Best Performance Channel
YouTube
We ran 7 Sponsored Influencer Video on
YouTube with result 1,660,000+ Views that
achieved 163.93% from KPI
Best Views Channel
Instagram
We ran 280+ Sponsored Influencer post on
Photo, Story and Video on Instagram with result
6,200,000+ Views that achieved 113.29% (KPI)
Best Engagement Channel
Media/Publishers
We ran 19 Sponsored Articles on publisher with
result 263,500+ Views and the engagement rate
of 19.21% (50,606).
Best CTR Channel
Instagram
We ran 120+ Sponsored Influencer post Story on
Instagram with result of 13,900+ clicks or 0.52%
CTR from the total views of 2,680,000+ .

12. How To Win The Conversation In Ramadan Season?
There’s one social media channel that proven to gain conversation, Twitter. Here’s below couples of
insight Twitter’s performance in Ramadan:
Mention
Most mentioned moments of ramadan peak on 1st
week and D-day of Lebaran. 133 million Tweets
about Ramadan globally.
Topics
Topics around family, fasting, and prayer. Towards
the end of the sacred month, the topics shift to be
around homecoming (mudik) and celebration.
Time
Twitter’s peak time is after iftar 7pm - 10pm. Then,
the second peak time is Sahur time at 4am.
Food
Food and cooking content rule during Ramadan.
Shopping
the top three categories with the highest purchase
intention are clothes/fashion accessories (70%),
airline tickets (50%), and home appliances (48%).
Travel/Mudik
Top topics that users would like to see content are
guides of best routes (48%), entertainment (47%),
and tips to ensure smooth travels.
Discover Brands
44% Twitter’s users intend to follow brands.
Trial Brands
89% Twitter’s users are open to trying new brands
and products.

13. Best practices when it
comes to content marketing
in Ramadan season

14. One Message for Sponsored Influencers, More for Sponsored Articles
When working with sponsored influencers, we
suggest limiting the number of “key messages”
you to choose to communicate.
If however you want to communicate more than
one message then we suggest you look to work
with the publishers to create branded content.

15. To Increase Performance by 25%+ Use Influencer Groups

16. To Increase Sponsored Articles Performance Create ‘Article Series’

17. How To Link Back To Your Brand With Sponsored Articles
At the top directly mention the brand has
sponsored the article, plus here feature a logo +
link. i.e. Sponsored by Samsung
In the middle of the article, subtly link to
relevant and supporting articles about the brand
or referencing a particular product. i.e …as
previously shared when reviewing our favorite
smartphones of 2017…
At the bottom of the post, once again mention
the brand sponsorship, and here link to your
desired call to action. i.e Click here to learn about
the Samsung A5

18. How To Link Back To Your Brand With Influencers
Tags: By tagging a brand’s social
media account, an influencer could
build a bridge for potential customers
to discover more about a brand
through their accounts.
Link: Influencers often provide a space in
their bio to put a link of a campaign to
generate more actions.
Mention: A bit similar to
tagging, mentioning a
brand’s account in the
caption will allow people
to see the brand’s
presence within the
sponsored post and
potentially drive traffic.
Campaign Hashtags: This
is very useful to let people
who follow the account or
not to search for other
similar buzzing contents,
if not from the trending
topic lists.

19. Content Innovation Does Work And Can See 200%+ Performance

20. Make Sure To Place Retargeting Pixels Where You Can
With content marketing and sponsored
content often giving you the opportunity to
insert tracking pixels into every piece of
content created.
This means that clients are seeing x10 better
cost effectiveness in their paid marketing
initiatives, as they now only show ads to
consumers who have already expressed
strong interest in their category.
X10 BETTER PAID MEDIA
DUE TO RETARGETING

21. How we can help to run
your content marketing for
Ramadan season

22. Sponsored Influencers
Sponsored Influencers is a form of
native advertising in which marketers
work with influential personalities to
help them ideate, produce, distribute
or promote brand stories through the
influencers’ online channels (e.g.
social media, blogs, etc).
Sponsored Influencers can help
brands to follow marketing funnel
from Awareness, Consideration to
Action or Conversion with various
channel & content format.

23. Sponsored Influencers
KEY BENEFITS OF RUNNING
SPONSORED INFLUENCER
CAMPAIGNS
● 6-8 X’s Lower CPV than FB Ads.
● Relevance by being part of the native
conversation between an influencer
and their loyal followers.
● Authenticity, credibility and
transparency of the message you are
trying to communicate which leads to
increase of sales prospects.

24. Sponsored Articles
Sponsored Articles is a form of native
advertising in which marketers work
with publisher/media to help them
ideate, produce, distribute or promote
brand stories through their content
(e.g; articles, infographics, etc).
Sponsored Articles can help brands to
get engagement and CTR. With
expertise of each of publisher, readers
tend to be valued the content and more
engage and click-through rates.

25. Sponsored Articles
KEY BENEFITS OF RUNNING
SPONSORED ARTICLES
CAMPAIGNS
● 4-5 X’s Lower CPV than FB Ads.
● Ability to create 20-30 bespoke
messages compared to just 1 with
programmatic ads.
● 2-5% CTR Average.
● 10-15% Social Engagement Rate.
● Native to each media as they come
back to you with what works best for
their channels.

26. Sponsored Articles
To optimize brand’s story, you can create
high quality content for your digital asset.
As per findings, video format is the most
consumed content in Ramadan season.
Your full video can be post on YouTube, while
the cut-down can be distribute on Instagram,
Twitter & Facebook. Also, cut-down video
you can push for the ads.
Beside Video, Article can be as a digital
asset that has vary type of content; Listicle,
How-To, Series of Article, Review, Discount
Codes, Interactive content, etc.
For supporting your owned and rented asset;
Design & Photography can be an option to
push your content to your audience.

27. Content Marketing Play Timeline in Ramadan Season
Here’s below sample of sponsored content with detail types & format content each of channel and
divided by marketing funnel. Also, we provide with full timeline in Ramadan:
Week 1 Week 2 Week 3 Week 4
Eid Al Fitr
Weeks
Awareness
Consideration
Action/
Conversion
Instagram Story (CTR)
Instagram Photo (Views)
YouTube (Views & CTR)
Instagram Video (Views & Engagement)
Twitter (Engagement)
Publisher (Engagement & CTR)
Publisher (CTR)

28. Case Studies

29. Large
Sponsored
Influencer
Campaign
//
LAZADA
Campaign:
11.11 Lazada Campaign
Objective:
Lazada wanted to raise awareness about their
11.11 campaign deals.
How we helped:
We collaborated with 19 influencers to create 9
Instagram Photos and 10 Instagram stories that
unboxing “Joy Box” from Lazada. CTA is to use
the promo code and visit Lazada’s page
Results:
665,294 Content Views
CPV IDR 99 (incl. production)

30. Large
Sponsored
Influencer
Campaign
//
GRAB
Campaign:
#MestiBangetTau
Objective:
The campaign objective is to raise Grab users
awareness on OVO and to encourage its
adoption as the payment method of choice as
it allows ease of payment with affordable
special rates compared to other payment
methods.
How we helped:
We executed Twitter campaign by producing
95 contents from 18 Influencers. We gained
72,138 number of engagement and performing
2.1% engagement rate.
Results:
3,406,847 views
CPV IDR 39 (incl. production)

31. Large
Sponsored
Article
Campaign
//
WEGO
Campaign:
Wego x Macao Tourism Board Sponsored
Article
Objective:
To promote Macao as one of destination that
people can go by using WEGO as travel partner
How we helped:
We give all publishers space to explore the
articles based on their sweetspot with 4 main
topics, i.e certain event at Macao within
February until March , UNESCO World Heritage
Sites, Show and Performance, Family Friendly
Destination, and Culinary Scene on Macao.
Results:
62,860 pageviews
15,390 shares on social media

32. On-Going
Sponsored
Publishers
Content
Campaign
Campaign:
Wego Tourism Australia
Objective:
Wego in collaboration with Tourism Australia
were looking to inspire and educate
Indonesians on why they should visit Australia
during the Ramadan Holidays.
How we helped:
We helped them run 125+ bespoke interlinked
articles on 25 travel and major publications
over a 6 month period.
Results:
+1,300,000 content views
CPV IDR 700 (incl. production)
300,000 likes/share
//
WEGO

33. On-Going
Sponsored
Influencer
Content
Campaign
Campaign:
#UdahWaktunya
Objective:
Emphasize the position of GOJEK as the top
ride sharing service in Indonesia by keeping in
mind of people to use GOJEK
How we helped:
We worked with more than 50 creators
(influencers, bloggers, and publishers) and ran
3 months campaign. We blasted key message
of #UdahWaktunya (This is the time) to use
GOJEK by remind them the value of using
GOJEK
Results:
12,000,000+ content views
CPV IDR117 (incl. production)
//
GO-JEK

34. Campaign:
AMtoPM with 3M
Objective:
3M has produced thousands products for
industrial and consumer needs. As a company
that focus on science that applied to life, they
help people with their products. Hence, 3M
wants people know about what 3M products
are.
How we helped:
Created web series in 6 episodes that is not
focus on hardsell or full display the products.
But, more into how the product can help in
their daily activity and how science help them.
These videos are fun and has an entertaining
stories. Link to video:
https://youtu.be/-HhFrUPFTMQ
Results:
IDR 300,000,000 (7 videos, incl. teaser)
Total 189,000+ Views in a month airing
CPV IDR 1,587 (incl. production)
Video
Series
//
3M

35. Campaign:
AMtoPM with 3M
Objective:
3M has produced thousands products for
industrial and consumer needs. As a company
that focus on science that applied to life, they
help people with their products. Hence, 3M
wants people know about what 3M products
are.
How we helped:
Produced 68 image content and 17
infographics/GIF in 6 months. We create type
of content, such as; fun fact, products info,
quiz, etc. We distribute the content with media
buying.
Results:
4,100,000+ Content Views
105,501+ Engagement
10,500+ Likes
Social
Media
//
3M

36. Campaign:
GE Reports
Objective:
General Electric wanted to strengthen brand
reputation, sharpen their marketing
framework and increase lead generation by
created a media called gereports.co.id
How we helped:
We help them to create 16 articles/month for
their portal including infographics, videos and
interviews. By populating content in their
portal, they can deliver their message to their
customer. The content itself using marketing
funnel to drive the customer into action.
Results:
6,500 PV’s/month
4,500 UV’s/month
1 Minute average time spent per article
Content
Portal
//
GENERAL
ELECTRIC

37. Thank You