Heartfelt Hari Raya: Marketing Ideas That Matter & Drive Results
The Muslim celebration of Hari Raya Puasa is one of the most exciting times of the year. After Ramadan, which lasts a month and involves fasting during daylight hours, comes Hari Raya Puasa, also known as Eid al-Fitr. This also makes the two important religious occasions key campaign periods for businesses and marketers.
Although this is a great time of the year to reach out and connect with Muslim customers, many businesses may rush into the season without developing effective marketing strategies. As a result, they may spend money on promotions that sometimes don’t produce good returns or results.
At First Page Digital, we believe that the key to a successful Raya campaign is planning, researching, and brainstorming marketing ideas. To get ready for this campaign, it’s first important to have a clear understanding of what Hari Raya Puasa is and why Muslims celebrate it.
What Is Hari Raya Puasa And Its Significance To Muslims
Hari Raya Puasa is a significant occasion celebrated by Muslims worldwide to mark the end of the holy month of Ramadan. During Ramadan, Muslims fast from dawn until sunset for a period of 30 days, as a form of spiritual discipline and to gain closeness to Allah.
In Singapore, the preparations for Hari Raya begin during Ramadan itself. Large crowds gather at bazaars across the island, including the famous Geylang Serai Ramadan bazaar, to purchase food to break their fast with as well as festive and decorative items. Many Muslims also purchase new clothes to wear for Hari Raya celebrations, with some families going the extra mile to renovate their homes in preparation for receiving guests.
On the morning of Hari Raya Puasa, Muslims wear new clothes and gather at the mosque to offer special prayers and give thanks to Allah for their strength during Ramadan. Hari Raya is also seen as a time for forgiveness, with many seeking forgiveness from their elders at home as part of celebrations. They then spend the day celebrating with family and friends, with traditional spicy dishes like ketupat (diamond-shaped rice cake), lontong (Indonesian rice cake), and beef rendang (dry curry beef dish). Children also receive green packets filled with money as gifts.
3 Marketing Ideas For A Soulful Hari Raya Campaign
With a deeper understanding of the significance and traditions of Hari Raya Puasa, it’s time to turn our focus to practical marketing strategies. At First Page, we know that the key to successful campaigns is emotional connection with your audience. That’s why we’ve gathered the best Hari Raya marketing ideas that will drive results, build brand loyalty, and connect with audiences on a deeper level. Let’s get started!
1. Come up with Raya-themed slogans, items, and ads
Stand out from the competition by creating content with catchy slogans and visually appealing designs that align with the Hari Raya season. Consider introducing limited edition Raya packaging and exclusive items that are only available during the festival, or even a touching advertisement emphasising the family-centred nature of Raya celebrations. The goal is to become the top brand in your customers’ minds by creating relatable and relevant content for the Hari Raya season. This can lead to increased sales and engagement for your business.
A great content idea is by Alzara Foods, who came up with a memorable and catchy slogan for their Hari Raya campaign, “Misi Raya Impossibru” (a play on Mission Impossible). Using their popular product, Alzara Ghee, as a key element, the campaign featured a fun heist story set in a village where the community is planning a grand Hari Raya feast. The main character, Mak Tam, discovers that the ghee has gone missing. He sets off a heist and a plan to find it since it is an essential ingredient for the feast.
This campaign cleverly incorporated the product, had a catchy name, and even timely content. The plot of the campaign incorporates a theme commonly associated with the Raya season, which is treasuring togetherness with family and loved ones during Raya feasts and celebrations. This Raya campaign stood out and had a total reach of 1.1 million views on YouTube.
2. Leverage social media to connect with your target market
Apart from creating Raya-themed content, maximising social media is another idea to pull off for your Hari Raya campaign this 2023. Social media remains a key platform for people to connect, even during Ramadan. Many Muslims now turn to social media in greeting their loved ones, engaging with online communities, watching videos, and sharing memories. As such, businesses should include social media in their Hari Raya marketing campaigns.
Boost Life Malaysia did this successfully in their 2022 Hari Raya campaign by collaborating with the Malaysian animated series Ejen Ali and production company Primework Studios. They created an animated film titled “KebangkitEN Raya 10 Budak Merah dan Ejen Ali,” which was part of their larger “KebangkitEN Raya” campaign.
The animated film features a young boy named Abu and his nine best friends on a journey to reignite the festive spirit of Hari Raya. Throughout the film, they featured traditional Raya dishes as well as showed how to acquire the best deals on new clothes and how to spruce up their homes, all made possible by the affordable deals available on the Boost app.
By leveraging the popularity of social media and an animated film, Boost Life Malaysia was able to reach and engage their target audience effectively. The video was shared on Boost’s official Facebook and YouTube accounts as well as on Media Prima’s television and digital network, receiving over 990,000 views on My Boost App’s YouTube channel alone.
3. Organise engaging immersive media experiences
Last but not least, another Hari Raya marketing idea aside from Raya-themed content and using social media is preparing engaging immersive media experiences. Enhancing your marketing campaign with immersive and interactive elements can help make your brand stand out during Hari Raya. Consider incorporating media, influencers, and participants popular amongst local Muslim communities in your events to create a more engaging and memorable experience for your audience.
For example, you could plan a themed Buka Puasa (breaking your fast) dinner during Ramadan as the lead-up to your Hari Raya launch event, or organise a mini Ramadan bazaar for the community that also features your products. These types of experiences not only attract more people to your event but also increase media coverage and influencer involvement, resulting in greater reach and impact for your campaign.
Themes To Avoid During Hari Raya
As businesses look to maximise the opportunities presented by Hari Raya, it is crucial to be mindful of cultural sensitivity and to avoid themes that Muslims may deem as offensive or disrespectful to the community.
The first theme to avoid is focusing on excessive consumption or materialism. Hari Raya is a time for spiritual reflection, growth, and gratitude. Campaigns that emphasise consumerism can be seen as insensitive to the true meaning of the holiday.
Another theme to avoid is associating the Raya festival with alcohol consumption. Drinking and smoking are forbidden in Islam so it should not be linked to Hari Raya in any way.
If you keep these pointers in mind, you can create effective marketing campaigns for Hari Raya that are respectful of the customs of the Muslim community.
Launch A Heartfelt Hari Raya Campaign With First Page
Hari Raya Puasa presents a unique chance for businesses to connect with their audience. Emotional campaigns that resonate with customers and align with the spirit of the festival can increase brand loyalty, drive results, and make a lasting impression.
At digital marketing agency First Page, we are dedicated to heartfelt marketing and can help bring your Hari Raya campaign ideas to life. Our team of experts will collaborate with you to design a strategy that harnesses the emotional and cultural significance of the festival to deliver measurable results.
Don’t miss the opportunity to connect with customers and celebrate Hari Raya in a meaningful and impactful way. Reach out to us today to start planning your 2023 Hari Raya marketing campaign now!
