Platformance, a subsidiary of FAST Ventures, has introduced the ‘Winning Ramadan’ playbook, a comprehensive guide designed to help brands maximize their impact during the Ramadan season, a critical time for consumer engagement across the Middle East and North Africa (MENA). The report provides a strategic framework that takes brands from generating demand through creator-driven content to converting it into tangible business outcomes using connected TV (CTV) and programmatic advertising.
According to Waseem Afzal, Founder and CEO of Platformance, brands that succeed during Ramadan don’t just focus on reach and engagement but invest strategically to win attention and drive conversions. The playbook emphasizes the importance of leveraging creators as central to full-funnel impact, driving discovery, fostering action, and sustaining momentum beyond the 30-day Ramadan window.
The report offers actionable insights and practical guidance, including MENA-specific data on content consumption trends and a 4C strategic framework. This framework highlights the importance of creating culturally relevant content, connecting with consumers across touchpoints, contacting them at critical moments, and converting attention into measurable results through data-driven strategies. By adopting these principles, brands can navigate the competitive Ramadan landscape effectively and drive meaningful business outcomes.