5 Ideas to Approach Your Ramadan Digital Campaigns for 2023 in Indonesia Based on Top Consumer Insights

Phew, the Ramadan Rush! How it triggers a rush among brands too!

As Indonesia begins to witness a spike in shopping, traveling, and festive activity; brands begin to flood all channels competitively in an attempt to reach the shopper, grab their attention, and leave an impact. Online or offline, the average Indonesian is exposed to thousands of hours of information, content, and experiences.

We know you want your brand to beat that rush to rise during the Ramadan Rush. That’s why we bring five great insight-based ideas for you to consider as you strategize your marketing campaigns this Ramadan.

(Psst… This is based on our extensive report, Ramadan 2023 at a Glance, and The Drum has covered this report too! Woohoo!)

Now, let’s get to the fantastic five for 2023:

#1 – Budgets have increased, and so should your presence

68% of Indonesians have increased their budget for Ramadan shopping and festivities this year, despite the global alarm around the economic downturn. A mere 8% reported that they planned on decreasing their budgets, which is a significant drop compared to previous years.

And let’s bust the gender myth while we’re at it - one out of three women are willing to spend more than Rp. 5 million this Ramadan, indicating their higher propensity to shop as compared to men.

That’s not all - 60% of Indonesians plan to spend over Rp. 3 million this year, a number which was only 28% in 2022. This clearly shows that the intent to spend is high, and the budgets are big.

What does this mean for your brand?

You’ve got to catch their eye. Consider increasing your brand’s presence on various channels, including mobile, which is their always-on device.

#2 – There are more explorers, and you’ve got to be discovered

72% of Indonesian shoppers this Ramadan are what we call “category explorers”, which means they know what kind of item or product they want to buy (such as apparel, chocolates, and so on) but they don’t have their heart set on any brand yet.

Plus, 16% of shoppers have not planned the brand or the category of product they are going to buy. This gives you a total of 88% of Indonesians who are yet to make their final shopping decisions.

What does this mean for your brand?

There is a huge window of opportunity wide open. Your brand can reach, engage, and convince the shopper to choose your products by connecting with them in a meaningful way. Cut through the clutter and make an impact on the smart lock screen, so that Indonesians can get what they want through your brand before they even unlock their phones.

#3 – Shopping is on mobile and in-store, so be in both places

Much like the hybrid working model, the hybrid shopping model has seen a rise among Indonesians after the previous pandemic-struck years. This means the habit of using mobile to shop, which was rapidly accelerated during the pandemic, continues even today, although they step outside to shop and celebrate.

For example, when we look at the top shopped category, apparel, we see that 56% of Indonesians will be using mobile in their shopping journey and 41% plan to shop in-store. Clearly, shopping has become a high-energy hybrid activity!

What does this mean for your brand?

As much as you focus on in-store and offline offers, activations, and placements, don’t forget the omnipresent mobile. A great way to stand out, as we mentioned in idea #2, is being on the smart lock screen. Brands have already begun to drive purchase consideration on the smart lock screen throughout the year. Check out how Pepsodent drove consideration among Indonesians for its toothpaste, Complete 8 on the smart lock screen with Glance. It is important to know that the preference for mobile and in-store shopping changes based on the category, so play smartly and shine bright.

#4 – Mudik is major, so travel can be a great way to get closer to your customers

The Mudik travel wave is going to be huge this year, with 65% of Indonesians planning to travel to their hometowns and spend time with their family and friends. While the wave will pick up starting with the first week of Ramadan, it will reach its peak during the last week of Ramadan with 39% planning to travel in that week. Some will also be on the move just before the big day – 24% said they would travel just before Eid.

Besides this, it is interesting to note the movement within cities and observe how the festivities will unfold offline. Mosques, malls, restaurants, and more will see footfall increasing rapidly this Ramadan.

What does this mean for your brand?

Don’t forget to consider this period of movement while you plan your marketing campaigns this Ramadan. Make travel lovers love you with interesting mobile and offline activations. Take a leaf from how Wall’s joined the sweet moments of travel and reunions in Ramadan 2022.

#5 – Mobile is mighty as ever, so make sure you don’t miss it

Mobile is an important part of Indonesians’ lives this season. They use it to stay entertained, connect with loved ones, and follow their spiritual practices, making it their always-on device. Whatever the phase of the Indonesian shopper (learning about products, exploring options, or making the final purchase), mobile is an important medium to aid their decisions.

· 90% of Indonesians said they used their smartphones to learn about sales and offers.

· 98% of Indonesians voted for mobile as their preferred channel to explore and understand brands and products.

· 1 out of 3 apps downloaded this season is a shopping app, which indicates buying is big on mobile.

Evidently, mobile is a constant companion throughout every Indonesian’s shopping journey! App-only discounts and ease in shipping are big reasons to shop on mobile, and the top categories being purchased via mobile this Ramadan are beauty products, gadgets, and clothing and accessories.

What does this mean for your brand?

Mobile is a must, not an afterthought. While you plan your Ramadan advertising campaigns, ensure a significant part of your efforts goes to being on mobile. Get expert insights on how mobile can help you in forming meaningful connections with your Indonesian audience. Drive one-click entertainment, exploration, and engagement by being on the smart lock screen and letting them discover your brand before they unlock their phones.

Now that we have understood how Indonesians plan to shop and celebrate during Ramadan 2023, we know how mobile must be an integral part of your brand’s efforts with the smart lock screen as contextual advertising becomes key.

We wish you luck as you create your advertising campaigns this Ramadan. Best wishes for the occasion too!