Case Study

ASDA reached UK Muslims for Ramadan with Joinville Display

ASDA is one of the world’s biggest retailers and are based in the UK with 525 stores and over 175,000 employees with a total of 1 billion in revenue in 2015. ASDA has a reputation for being one of the friendliest in the industry, as well as having the lowest priced supermarkets in Britain. The exponential growth of ASDA can be contributed to the 7.7 billion GBP acquisition of the company by Wal-Mart Stores Inc in 1999.

Ramadan is the Islamic holy month of fasting, marking the 9th month according to the Islamic calendar. During this month, Muslims abstain from food, drink, sex, and smoking between sunrise and sunset. It’s not until the end of the month when they finish off the holiday by celebrating Eid-al-Fitr for roughly 3 days. Eid-al-Fitr marks the end of Ramadan and Muslims perform prayer, followed by extensive gift exchanges as well as food and drink.

The celebration of Ramadan in the UK is more so in light of unity and community amongst Muslims, as opposed to being primarily due to religion. As joyous as it is for many to eat their body weight in food and drink after fasting, another important aspect is to enjoy the company of friends and family by engaging in conversations during meals.

The goal for ASDA during the holiday of Ramadan is to sell their category of ethnic food in their stores to Muslims in the UK who are fasting during Ramadan. There are over 3 million muslims in the UK, making them a very attractive target group. The selection of foods consumed during Ramadan feasts range from dates and other sweets to stews, bread, salad, fruits, and lots of tea.

Joinville set out a tailor-made campaign in order for ASDA to reach their target audience. We have done so by analyzing the largest Muslim groups in the UK and after doing so, creating high calibre site lists. The site lists ranging from those interested in food/culinary topics to more general interests for those who either are Muslim or have their roots in Islamic countries. The largest groups in this campaign were the following:

  • Pakistani
  • Arabic speakers
  • Somali
  • Turkish

The campaign ran via display-platform for desktops, and was a mix between programmatic buying and direct media buys through ethnic websites. The campaigns ads showed a variety of products, in accordance with popular foods and products purchased during Ramadan while also displaying the actual discount price for these items.

ASDAs Ramadan campaign generated a CTR of +300% over the average CTR levels for digital display campaigns in the UK, and have continued to pursue these campaigns every year.

 

For more information on Ramadan, specifically Ramadan 2016, check out out infographic here.

asda, marketing, multicultural marketing, advertising, programmatic

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Written by Stephanie Lindgren

Steph has a knack for video games, photography and urban exploration. She spends her free time in her apartment that smells of rich mahogany, and is filled with many leather bound books.