2015 Winners & Shortlists

Results and Effectiveness

The campaign was an instant success. We tracked more than 74,000 user generated mentions of #MyRamadan and messages related to DMI Ramadan programming including 46,000 on Twitter and 29,000 on Instagram. And ratings increased too! Viewership of DMI’s TV properties increased 13% and reach jumped by 17%. But more than that, we bonded with our audience over a shared experience, doing good together and celebrating personal Ramadan journeys.

Creative Execution

We got DMI’s actors and presenters to shoot selfie videos of themselves sharing how they planned to make their Ramadan special – “I’m traveling!”, “I’m spending time with my family”, etc. Each video ended with a call-to-action asking viewers to share their Ramadan plans using #MyRamadan on their social feeds. We aired the videos on the network’s stations during the weeks leading up to Ramadan and shared them on the network’s social feeds. Viewers responded by sharing Tweets, Instagram photos, and Vine videos and it wasn’t long before #MyRamadan started trending. Meanwhile, we released our own Tweets, photos and videos related to DMI’s Ramadan programs, using the same hashtag and prompting viewers to tune-in. Finally, we aggregated all of the #MyRamadan content on DMI’s website and integrated it with the network’s Ramadan lineup. Audiences could view the collective content and be inspired to make the most of their Ramadan experience.

Insights, Strategy and the Idea

During the holy month of Ramadan, TV networks go wild to attract viewers and advertisers. In order to compete with World Cup transmissions and competitor networks, we needed an inspirational idea to woo viewers to DMI’s TV properties. For Muslims, Ramadan is a time for humility, sharing, and family. It means different things to different people, and each person observes it in their own way. A challenge we faced with younger millennials was their disconnection from traditions that brought them together with their families, such as breaking fast at the dinner table and viewing their favorite Ramadan programs on DMI stations. But the one thing they still shared, was their love of following celebrities and sharing their news. Our idea was to use the power of DMI’s celebrities and get them to share their Ramadan plans and inspire viewers to reply in kind with their personal journeys using #MyRamadan.