01
The objective
Ramadan is about long evenings with family. The first plan set out to make Deera the place for those gatherings, under the hashtag #ديرة_للسهيرة, with offers that reward loyalty through Ramadan and into Eid.
The second plan launched new summer drinks: build excitement, position them as a refreshing summer choice, and drive awareness and trial.
02
Who it speaks to
Families
Gathering after iftar and through Ramadan nights.
Young adults, 18 to 34
The core audience for the new summer drinks.
Health-conscious customers
Drawn to lighter options such as iced tea.
Fans of fruity, refreshing drinks
Looking for something new on hot days.
03
Content pillars
01
Ramadan nights
Late-night desserts and drinks, music and a family atmosphere.
02
Loyalty
A dessert loyalty card, iftar points and family combos.
03
Product education
How the new drinks are made and what goes into them.
04
Lifestyle and engagement
Fun, refreshing, hot-day content with polls and quizzes.
04
Channels
Instagram hashtag campaignsInfluencersSMSIn-store events
05
The plan
- 1Ramadan weeksA weekly konafa flavor reveal and themed dessert nights.
- 2Last ten daysAn "Eid Countdown" with a daily offer.
- 3EidEid morning breakfast sets, family packages and a photo zone.
- 4Summer launchIntroductory offers, tasting events and influencer posts for the new drinks.
06
Content ideas
- A weekly konafa flavor reveal, with customers voting for the winner
- A dessert loyalty card: collect stamps, get a free dessert
- "Ramadan Memories" photo contest with weekly winners
- Take-home dessert kits for children
- "Build Your Eid Box" and "Fill Your Cup" Eid offers
- #يلا_ديره and #انعش_يومك for the summer drinks
07
How success is measured
Brand awareness
Customer engagement
Product trial
* A summary of the strategy as delivered. Budgets and internal client information are not shown.
