How to reach Indonesian consumers during Ramadan

As consumer confidence returns in Indonesia, Ramadan is likely to see the unleashing of pent-up demand; marketers need to be prepared for what M&C Saatchi, an international communications network, describes as a “coming out” moment for Indonesian household consumption. 

Why it matters

With vaccination rates up and the Omicon wave seemingly under control, there’s a new sense of optimism: in January consumer confidence hit its highest point since the pandemic began, people are looking to travel abroad once more and they are stockpiling wishlists or carts ahead of Ramadan sales. 

What can brands do

Advice from M&C Saatchi’s ‘From Belief to Action’ report includes: 

• Get on TikTok, where user activity increases during Ramadan: In 2021, views were up 54% and number of content uploads up a third compared to other months, as people looked for inspiration and explored how other people were celebrating the month. 
• Partner with YouTube creators: The platform remains a top online video platform for Indonesian viewers – and 70% of them watch more video content during Ramadan than during non-festive periods.
• Leverage digital transactions, using discounts and cashback: Digital money is now the preferred payment method (80%) for shopping for Ramadan and Eid needs.
• Tap influencers who are a source of inspiration for Ramadan worship and Islamic lifestyles – it’s what the leading e-commerce brands are doing.
• Think about esports: With 52 million people gaming regularly, there are opportunities here for tech brands especially, but also for non-tech brands, to collaborate with leading gamers.
• Use storytelling across the month: Last year soft drink brand Frestea delivered a daily content series that dropped into chat apps just before iftar and which enabled viewers to get special food coupons from its partners. 

Sourced from M&C Saatchi