Konstantin von Wedel, Strategy Director at Platformance.io.Ramadan drives the highest consumer engagement and growth in the Middle East. Brands compete for attention. Few cut through. But some did – and it wasn’t by accident.
What separated success from noise this year? Purposeful partnerships with creators. Campaigns that prioritised outcomes over exposure. And a deep understanding of local culture during one of the most meaningful times of the year.
One standout example: a Saudi bank doubled the reach of its organic Ramadan post, with growth from 5 to 10 million views, in a matter of hours. The success was about the strategic pairing of message and messenger. Choosing creators who authentically aligned with the brand and its audience proved more effective than traditional paid media amplification.
The most visible link between creator content and commercial success came from a global e-commerce platform. Individual posts across product categories were directly tied to in-platform sales via unique tracking links and codes. This kept creators focussed on outcomes, posting to drive transactions. As a result, the client hit 74 per cent of their annual sales target in Saudi Arabia in a single month. In the UAE, 37 per cent of GMV annual goals were met.
What underpinned these growth success stories in Ramadan?
The most effective strategies shared a few principles:
- Creators were selected based on fit, not follower count
- Content was shaped by business goals, not vanity metrics
- Campaigns were optimised in real time, with every asset tracked
- Performance was measured across the full funnel, from attention to action
This approach reflects a broader market shift. Brands are moving beyond reach. They’re demanding results and rightfully they are holding creator content to the same standards as any other media investment. The era of “post and hope” is over. Outcomes are the measure of business success.
Creators are powerful commercial tools. When matched thoughtfully, briefed clearly, and optimised precisely, they can deliver results that matter to the bottom line.
Whether it’s Ramadan, Back to School or White Friday, the same truth holds: working with creators should not be tactical, it should be strategic. This calls for collaboration, experimentation, and a commitment to measurement from all parties.
That’s the model we have refined and the one we believe will define the next generation of business growth.
By: Konstantin von Wedel, Strategy Director at Platformance.io.
