AGENCY

PRACTITIONER
GUIDE
RAMADAN
2023
F O R WAR D PL ANNING IS ES S ENTIAL

Planning timelines shifted this year, with more

Ramadan shoppers in a constant state of
consideration before and during the season.
% of those spending more time on other media/formats during Ramadan/Eid Handmade
hamper set
Artisanal for 6
confectionary
22% gift set
20%
18% 2021 2022
17%
15%

12%
14% 11%
9% 9%
6% 6%
Artisanal treats
5% 5% 120 AED
1% 1%
More than 40 40 days before 20 days before 10 days before First week of Middle 2 weeks of Last 2 weeks of Eid After Eid
days before Ramadan Ramadan Ramadan Ramadan Ramadan Ramadan
Ramadan

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 13,232 people aged 18+ across 9 markets: AE, BD, EG, ID, MY,
NG, PK, SA, TR). Minimum N=1500 per market, May 2022.
 F O R WAR D PL ANNING IS ES S ENTIAL

Planning timelines shifted this year, with more

Ramadan shoppers in a constant state of 60%
consideration before and during the season. of shoppers/observers
surveyed started planning at
% of those spending more time on other media/formats during Ramadan/Eid
least 10 days before Ramadan
22% in 2022
20% (-6pp vs 2021)
18%

16%
2021 2022
17%
15%

12%
14% 11%
9% 9% of shoppers/observers
6% surveyed said there is no fixed
6%
time frame for planning in
5% 5% 2022
1% 1%
(+4pp vs 2021)
More than 40 40 days before 20 days before 10 days before First week of Middle 2 weeks of Last 2 weeks of Eid After Eid
days before Ramadan Ramadan Ramadan Ramadan Ramadan Ramadan Significantly higher/lower than
Ramadan 2021 at 95% confidence level

ALWAYS-ON TEASE M E G A S A L E C A M P A I G N RAMADAN EID/AFTER EID ALWAYS-ON

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 13,232 people aged 18+ across 9 markets: AE, BD, EG, ID, MY,
NG, PK, SA, TR). Minimum N=1500 per market, May 2022.
F O R WAR D PL ANNING IS ES S ENTIAL

Sales strategy: always-on vs Ramadan sale days

SALE PERIOD

ALWAYS-ON TEASE RAMADAN EID/AFTER EID ALWAYS-ON

B AU : A L WA YS O N

Focus on building
brand, audiences &
baseline purchases

4 WEEKS TO R AMADAN: TEAS E R A MADA N/EID/ A F TER EID

Focus on building
awareness and Focus on conversions
consideration

Avoid making changes

to your campaign
 F O R WAR D PL ANNING IS ES S ENTIAL

Media plan: Always-on + Ramadan sale days

ALW AYS - ON R AM AD AN ALW AYS - ON

Build / Broaden Tease Ramadan Eid/After Eid Maintain Momentum &

Audience 4 weeks before D-Day + 4 weeks 2 weeks Experiment

STRATEGY Broaden Audience build

Build Audience & Brand Awareness & Consideration Focus on conversions Retarget High-Intent
Test & learn
Build strong brand identity Create awareness to increase audience reach, brand Create urgency to encourage audience to Continue campaign to flush out promo Don’t lose audience build up and
recall and drive installs checkout bundle inventory to latecomers machine learning.
Drive baseline purchases
Encourage audiences to fill their carts Resell, Upsell and Cross-sell past customers Retarget cart abandoners Evaluate, experiment, and iterate
SOLUTIONS Experiment and strengthen portfolio mix / strategies and portfolio mix
product sets Limit significant campaign changes to avoid
repeating learning phase
Set up Sales Channels (Shops)
Video: Feed/Stories/In-stream/ Reels/Branded Video: Feed/Stories/In-stream/ Reels/Branded content Advantage+, Advantage+, Advantage+,
content; Commerce: Advantage+, , Commerce: Advantage+, Collaborative Ads, Product Collaborative Ads Collaborative Ads Collaborative Ads
Collaborative Ads, Product Tags Tags, App Install Ads with Product Tags Ads with Product Tags Ads with Product Tags

Click-To-Messenger Ads

PROSPECTING
Create Intent Build Brand Build Excitement & Drive Sales Volume Create Intent
Broad Targeting Opt: Purchase Opt: Reach, Video Views, App Installs, Traffic Opt: Content Views, Landing Page View, Add to Cart Opt: Purchase

RETARGETING
Recapture Past Visitors / Custom Audience (1P)
Last 90 days VC, ATC Opt: Add to Cart / View Content.
excluding Purchases
RETENTION Drive Repeat Purchases (Cross Sell / Up Sell)
Existing 180D Purchases Opt: Purchase

RE-ACTIVATE Reactive Lapsed Customers (Using Dynamic Ads Broad Audiences with Customer File)
Churned >180D Opt: View Content / Add to Cart / Purchase
Budget

Prospecting 60% 80% 50% 60%

Retargeting 40% 20% 50% 40%

F O R WAR D PL ANNING IS ES S ENTIAL

Solution: Meta technologies

01 BRAND STORYTELLING 02 DISCOVERY COMMERCE 03 BUSINESS MESSAGING

Stories Feed Reels

Advantage+ Business messaging

In-stream

Creators
C R EA TING MEANINGF U L C ONNECTION D U R ING TH E KIND ES T MOMENT O N META TECH NO L O GIES

BRAND STORYTELLING
Reels

Connect with people

#MONTHOFGOOD through longer brand
stories and short bursts
of entertainment

820

59

Feroldi’s

Source: Global Web Index, time spent analysis, Q4 2021, Global, n = 225,000
 Leverage video to maximize your client’s brand reach
BETTER TOGETHER: IN-STREAM + FEED & STORIES & REELS

IN-STREAM: FEED, STORIES,

LONG FORM REELS: SHORT FORM

In-Stream ad Feed, Stories and

placements can be Reels can be used for
used to supercharge mass reach and to
upper funnel optimize for lower
objectives with longer funnel objectives
form storytelling

FEED STORIES REELS

IN-STREAM
Just add In-stream on CELL A CELL B

top of your base branding

campaign to drive up to
1.5x greater ad recall lift .
1
IN-S TR EAM
(40% of BAU budget)

20% 68% B AU B AU

lower cost per ad lower cost compared to VS

recaller2 allocating the additional
budget on BAU*2

BAU = Business As Usual

(e.g. Brand awareness objective for brand campaign,
and conversion objective for conversion campaign)
Source: 1) Based on median results from 10 internal Brand Lift studies, from 2019 to 2020, with Auto,
CPG, eComm, FinServ, Tech, Telco, Travel verticals, run in TH (n=4), US (n= 2), ID (n = 1), KR (n=2)

2) REGION: NOAM(n=5), APAC (n=2), LATAM(n=1), EMEA(n=3), DURATION: April – June 2021,
VERTICALS: CPG(n=6), ECOMM(n=3), GAMING(n=1), RETAIL (n=1), Results indicate In-Stream,
Standalone on top of BAU outperformed BAU with 66% confidence.
**When adding 25% incremental budget to Facebook In-stream Standalone on top of BAU.
INS IGH T

Just add Reels placement on

top of your base branding
campaign to amplify branding

2X
Share of ads
delivered to 18-24
year olds on Reels vs
non-Reels placement
79% 78%
Confidence for better Confidence for better
performance in driving performance in driving
favourability purchase intent

Source: Meta Internal Data,.

CA S E S TU D Y

Watsons Malaysia
Lower Cost, Deeper Connections
Watsons wanted to connect with more creators in Malaysia and
improve the video completion rate for its ads, while minimising costs.

The solution: Bringing in new talent

Watsons launched a contest encouraging content creators to submit

Reels, with the top creator promised a monetary prize alongside a
brand ambassador position.

Watsons worked with media agency Entropia to develop a Reels-first

video to promote this campaign.

20% 48% 22%

lower cost per reach higher video higher reach
completion rate

Source: Meta Case Study

C R EA TING MEA NINGF UL C ONNEC TION D U R ING TH E KIND ES T MOMENT O N META TECH NO L O GIES

DISCOVERY COMMERCE

Here is the product you are

Implement prospecting
looking for! & retargeting frameworks
to nurture and capture
high-intent shoppers online

Sigma 50-100mm
F1.8 DG DN Art

Start my order

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 13,232 people aged 18+ across 9 markets: AE, BD, EG, ID, MY, NG, PK, SA, TR). Minimum N=1500 per market, May 2022.
CA MPA IGN GUID EL INES

Build & Re-Engage Audiences

Prospecting: Build Audiences Retargeting: Re-Engage Audience

1. Broaden your audience 2. Lookalike for high intents Retargeting

o Switch to broad targeting to expand the o Use lookalike audience to replicate o Increase retargeting windows
audience reach. the likely converters.
o Bucket into larger retargeting windows if
o If detailed targeting necessary for your o Simplify lookalike audience sources seeing low site traffic.
interest based audience, select ‘Expand and bucket them into larger groups.
Audience’ to possibly improve performance Ex. 0-1%, 1-2%, 3-5%, 5-10%. o Use audience exclusions if possible to
and provide more cost-efficient outcomes. minimize audience overlap. Ex. Past
purchases, LALs percentages.
o Combine markets, interest and behavior
audience into fewer ad sets to reduce audience o Consider reach objectives for your high-
overlap if creative copies the same. intent custom audience for more cost-
efficient outcomes. Ex. ATCs, VIP
members.

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 13,232 people aged 18+ across 9 markets: AE, BD, EG, ID, MY,
NG, PK, SA, TR). Minimum N=1500 per market, May 2022.
 PR O S PEC TING

Prospecting with Client’s definition of “new”

customer
Corresponding exclusion
audience

Advantage+ Catalog Ads

Website custom audience of 90-

for Broad Targeting Someone who purchase at

least once every 90 days
day purchasers, in addition to a
custom audience of any offline
purchasers

ACABA will show ads to the people who are most likely to be
interested in buying a product (including both people who Custom audience of their existing
“New to file” (i.e., someone not
have already visited the advertiser's website or app, and already on their email list) customers built off of either CRM
or historical transaction data
people who haven't).
• So it is necessary to exclude “existing” customers for
ACABA to behave as a prospecting campaign
Website custom audience
• Not recommended to use with custom audiences New website visitor
of 180-days site visitors
• Definition of prospecting should align with the exclusion
audiences used.

Custom audience of people who

Anyone who has purchase have purchased in the past 24
Not sure what is a “new” customer? We recommend within the past two years months, from historical
TIP excluding anyone who has purchased in the past 12
transaction data
months for items with short replacement cycles, or the
past 24 months for items with long replacement cycles.

Source: Meta single-cell conversion lift study (amongst 15 global ecommerce and retail businesses), Q4 2020 to Q1 2021.
 R EMAR KETING

Remarket to high-intent shoppers throughout sale

day and during post sales to build loyalty
REMARKETING

LAPSE
PROSPECT NEW CUSTOMERS EXISTING CUSTOMERS DECLINING CUSTOMERS CUSTOMERS

RETARGET
RETAIN
1.
Customer Value

2.
Repeat Loyal Customer
purchaser

RE-ACTIVATE

3.
Indecisive
purchaser
Lapser

1st purchaser Time

Prospect

Source: “Customer Lifecycle Marketing: Best strategies to increase profit, Digital Future Times (Link to article)
R ETA R GETING

Retarget customers to drive purchases

REMARKETING REMARKETING = RETARGETING + RETENTION + RE-ACTIVATION

Customer Lifecycle Acquisition Retargeting Retention Re-Activation

Existing Purchases
Targeting New Prospects Engaged without Purchases Lapsers outside of 180days window
within 180days window

Advantage+ Catalog Ads for

Advantage+ Catalog Ads
Solutions
for Broad Audience
Advantage+ Catalog Ads for
Retargeting : Advantage+ Catalog Ads for
Retargeting :
View Content/ Broad Audience with Customer File
Add to Cart Cross-sell / Up-sell

ROAS reference only 1–3 8 – 10 5–6 2-3

R ETA R GETING

Retargeting with
Advantage+ Catalog Ads
Start with a retargeting audience who viewed
or added your products to their carts but did
not buy in the last 14 days.

Avoid narrowing down this time frame as this

may decrease the audience size significantly,
which can affect delivery and performance.

Retargeting
We do not recommend using additional filters
such as city, interest, category targeting as
these are shoppers who are already
interested in your products.

Set your conversion windows based on your

sales cycles.
IMPL ICATION

Tailor your creative to

last minute needs
Discover that perfect gift. Browse our range of

During Mega Sale Days, people care about speed of designer handbags & accessories.

delivery, product availability & offline collection. DIGITAL

CLICK
NEXT &GIFTCARDS
DAY COLLECT
DELIVERY

Highlight expedited or free shipping

Offer digital alternatives.

Show in-store collection services

Retail: guide people offline with store traffic objective

IMPL ICATION

Post sale tactics

Capitalise on post sale day shopping opportunities. January sale now on. Check our our new
jewelry and wearables range!

Re-target & prospect high value Mega Sale Day

shoppers while your brand is top of mind.

Cross-sell based on sale day purchases

with Advantage+ Catalog Ads

Highlight post sale deals. It’s Sale Time!

Introduce new merchandise.

Target new mobile phone owners

to drive adoption of your app.

Retail: Measure the impact of your campaigns on your total sales by uploading your store sales data
IMPL ICATION

Convert Branded Content

into performance-driven ads
When Creators include a Paid Partnerships tag in their post,
performance data is captured in your Facebook Brand Collabs
Manager. Facebook Business Partner Tribe shares how to make
use of that valuable data.

REPURPOSE INFLUENCER POSTS INTO DATA-DRIVEN,

TARGETED, COST-EFFICIENT CAMPAIGNS:

Obtain insights on posts' reach, impressions

(segmented by age, gender and location) and
engagement.

Select best-performing posts for your target audience

and turn it into an Instagram Branded Content Ad
(purchase the advertising rights from the creator).

Repurpose raw and authentic content from creators

and run test and learn campaigns to optimize toward
your best-performing creatives.

Retail: Measure the impact of your campaigns on your total sales by uploading your store sales data
IMPL ICATION
1. Objective
Collaborative Ads: Use Catalog Sales
LATEST guidance: Use Conversion
Set-up Objective upon sufficiency/ efficiency
of Catalog Sales
2. Product Set
Do not micro-segment catalog
(>100 SKUs in product sets and
>1000 SKUs in catalog).
LATEST guidance: Older product sets
retain learnings and are found to exit
learning phase faster
3. Campaign Structure
Split by prospecting &
retargeting.
LATEST guidance: 50-70% prospecting
spend during always-on. For MSD week,
use a high Prospecting ratio during
teasing (e.g. 80:20) to collect signals,
then shift this to 50:50 on D-Day itself
to convert via retargeting.
4. Targeting
Use broad demographic audience
for prospecting and viewed/added
to cart but not purchased for
retargeting.
LATEST guidance: Custom Audiences
(Dynamic + Engagement) and their
Lookalikes add different levels of value.
5. Optimization Event
Optimize for lower funnel events:
View content, ATC, Purchase.
LATEST guidance: If Purchase is the
objective (e.g. non-teasing), Purchase
outperforms all optimization events.
6. Creative
Use Carousel or Collection
ad formats
LATEST guidance: Combining Carousel and
Collection will drive the best CPA/ most
buyers than either format alone
C R EA TING MEANINGF UL C ONNECTION D U R ING TH E KIND ES T MOMENT O N META TECH NO L O GIES

BUSINESS MESSAGING
Get started

What topic can we help you with today?

Cross border delivery

Delivery times

Ramadan offers
INS IGH T

Consumers want to message you across their journey

Pre-purchase Purchase Post-purchase

84% return on ad spend

74% Make a purchase
76% Get product or service
support

81% return on ad spend

81% Schedule an
appointment 81% Comment about
a product

Source: “Motivations, Mindsets and Emotional Experiences in Messaging (vs. Feed)” by Sentient Decision Science
Facebook-commissioned survey of 8,156 people in BR, GB, IN and the US), June 2018
INS IGH T

Ads that Click to Messenger can help at every stage

of the customer journey

Pre-purchase Purchase Post-purchase

Awareness Consideration Purchase Care Loyalty

Ad drives user to Ad drives user to Ad directs loyalty program

Ad introduces product Ad drives user to sales
product purchase customer service members to discover
or business on Facebook consultation experience
on WhatsApp experience, which can special deals in WhatsApp
encourage future use

Source: 2021-2022, 15 tests from GCR ecommerce clients, statistical significance 70% or above.
INS IGH T

And drive significant incrementality in customer life cycle.

VIEW CONTENT ADD TO CART ROAS PURCHASE

75% tests showed that 80% tests showed that 73% tests showed that 82% tests showed that
users who viewed click to users who viewed click to users who viewed click to users who viewed click to
Messenger ads are more likely Messenger ads are more likely Messenger ads are more Messenger ads are more
to view content. to add to cart. likely to have higher ROAS. likely to purchase.

CPiC as low as $0.64 CPiC as low as $2.89 iROAS as high as 2.43x CPiC as low as $1.24

Source: 2021-2022, 15 tests from GCR ecommerce clients, statistical significance 70% or above.
PL ATF O R MS

Reach your audience on their preferred messaging platform

Ads that click Opens in Opens in Opens in

to message Instagram WhatsApp Messenger

Meta algorithm
optimization
O B J EC TIVES

Reach Engage Convert

Find the right prospects Engage them with a variety Drive sales outcomes
with Facebook ads targeting of ad formats through conversation

Demographic Carousel Lead generation

Interest and Hobbies Video Personalised, guided selling

Custom and Lookalike Audiences Image Promotion

CTX US E-C A S E

Drive commerce and sales

Offer 1:1 transaction opportunities for

high-touch, high-consideration sales

Provide offer codes and exclusive

promotions through ads that click
to message

Enable personalised, curated shopping

experiences and transactions

Share product links or drive traffic to your

shop or website to help people complete
their purchase
CA S E S TU D Y

USE CASE: Lead Generation

WHY IT WORKS
VERTICAL: F&B • Distribution of unique discount codes
PLATFORM: Messenger • Drive online to offline traffic and interaction

1 2 3 4

6X
return on ad spend

4.7-pt
lift in ad recall

1-pt
lift in intent to visit store
See ads on Click on Call-to-Action button Receive prompt to Customer answers “Yes”
FB/IG feed and lands on Messenger accept promo code and chat automatically
sends unique code
CTX US E-C A S E

Generate leads

Encourage people to reach out and learn

more about your products and services

Use ads that click to Messenger and

lead generation for a complete lead flow
questionnaire

Start a conversation to understand what

your customers are most interested in

Generate notification opt-ins

CA S E S TU D Y

USE CASE: Lead Generation

WHY IT WORKS
VERTICAL: Prof services (Education) • Distribution of unique discount codes
PLATFORM: Messenger

1 2 3 4

Discover products and Start conversation Customer answers “Yes” and Customer redeems
promotions on Facebook via with merchant chat automatically sends code and checks out
ad that clicks to Messenger unique code purchase on website
CR EA TIVE B ES T PR AC TIC E

Optimise your CTX

ad performance with
effective creatives
Compared to conventional ad formats,
click to message ads are different as they
invite interested shoppers to start a
conversation directly with you, creating the
need for clear CTAs.

Improving creative quality can drive more

efficient campaigns and increase action
rates, like engagements and conversions.

This can also help to reduce the number of

ad integrity policy violations.
CR EA TIVE D EVEL O PMENT

Conversational Copy Framework

Define brand tone

Choose a narrative

Create curiosity Lead with empathy Make a bold pitch

Grab user attention Identify a problem Provoke an emotion

Reveal a benefit Offer a solution Provide the solution

Chat

• Click-bait copy that degrades conversations • Harmful language • Personal attribution

Avoid: • Overclaims and false statements • Negative statements that make people feel bad • Implicit bias
CR EA TIVE D EVEL O PMENT

Create curiosity:
Turn a passive consumer into an active one

Don’t bully your skin

Attention

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that’s kinder to your skin.
Start today with a sample pack, on us.
Benefit

Let’s talk kindness.

CTA: Chat to claim offers
Chat
O VER VIEW

Maximise Click to Message ads across platforms with

campaign setup and use-case best practices Handmade
hamper set
CTX Artisanal for 6
confectionary
Key Use Cases gift set
Commerce and Lead Generation

Platforms &
Ad Formats CTM, CTMLG CTD CTWA

Offers + (CTM, CTD)

Drive consideration and sales by combining Catalog Ads + (CTWA)
CTX with offer distribution Drive ROI by improving your
Best Practices:
retargeting strategy with
Campaign Solutions Catalog Ads + (CTM)
& Creatives WhatsApp and Catalog Ads
Drive ROI by improving
your retargeting strategy

Creative Best Practices:

Leverage on best-in-class ad and copy frameworks and templates with Meta Business Partners

Infrastructure & Conversions API:

Measurement Create direct connections between your marketing data and the Meta’s
Optimisation systems, and get better performance out of their campaigns Artisanal treats
120 AED

Key Verticals CPG and Financial services Professional services

Retail and Auto and F&B
IN S U MMAR Y
Stories Feed Reels

How businesses Business

messaging

create meaningful BRAND

connection is BUSINESS
STORYTELLING

changing beyond MESSAGING Leverage video to

maximize your
In-stream

CREATING
recognition.
Reach, engage and brand’s reach ahead
build customer MEANINGFUL of Ramadan Sale
relationships on CONNECTION DURING Days.
their preferred THE KINDEST
messaging MOMENT ON META Creators
platform

Advantage+ DISCOVERY Implement prospecting &

retargeting frameworks to
COMMERCE nurture and capture high-
intent shoppers online
Thank you
Ramadan Kareem!