The holy month of Ramadan is observed by over 1 billion Muslims worldwide. The end of Ramadan is marked by Eid al-Fitr, making it one of the most celebrated holidays in the world. In 2016, there were 10.7 billion impressions globally from Ramadan-related Tweets during the holy month — resulting in an 88% year-on-year increase from 2015, where shopping was among the most discussed topics on Twitter.
This is the period when Muslim women look forward to engage in retail shopping in preparation for the Eid al-Fitr festivities. JollyChic.com (@JollyChic), an e-commerce shopping app, identified this as an opportunity to own the Ramadan conversation as a way to increase sales by driving new and existing customers to its platform.
@JollyChic launched #JollyRamadan, a month long local campaign to attract customers onto its e-commerce platform, by announcing special promotions and deals through the use of videos on Twitter. First View was deployed over several days to ensure its video appeared in Twitter’s most prominent advertising spot to reach the right target group. A custom emoji was created for its Promoted Trend hashtag #JollyRamadan to entice users to Tweet using the hashtag. This allowed @JollyChic to monitor and react to the conversations related to its campaign in real time as part of its customer service.
To further enrich its customer experience and promote discovery of its Ramadan promotions, @JollyChic offered target customers in select markets a special discount coupon for purchases through a #JollyRamadan Direct Message Card. Customers were able to shop the sale of the day, browse retail options, contact customer service for support, and even download the @JollyChic app within Direct Messages.