YOUTUBE
RAMADAN
Celebrating and fostering a community in the holy month of Ramadan
Ramadan is easily the biggest highlight of the year for our Muslim audiences. To celebrate the spirit of ramadan, we launched a proactive trend campaign featuring 3 trend formats - lip sync, food POV and meme/skit. Something to bring more fun and community during the whole fasting month.
Recognising Ramadan's significance in muslim-majority markets, we strategically scaled the campaign from Indonesia to also include Malaysia, Pakistan and Bangladesh. This multifaceted campaign aims to win back genz to shorts using o&o channels. It is the highest performing proactive trend campaign globally in the last 6 months (at time of launch).
Throughout the day, we gave the community fun dance challenges to hopefully make the day go by a little quicker
Some days feel longer and on those days, we encourage each other with our own stories
At Iftar, we break fast together as a community..
My role:
Concept Development, Copywriting, Storytelling & Narrative Design, Team Mentorship, Cross-Functional Collaboration, Project Development