Every marketing team hopes for a campaign that delivers both deep impact and a strong return on investment. For World Food Program USA (WFP), a collaboration with Muslim Ad Network during Ramadan delivered exactly that – a powerful lesson for any organisation seeking to connect with Muslim communities in a meaningful way.
📈 The Numbers Speak
When WFP USA activated their Ramadan campaign with Muslim Ad Network:
- They spent just $10k on ads.
- That spend translated into $194k in donation revenue — a 19.4× ROI.
- The campaign brought in 700+ new donors from Muslim audiences.
- Their ads reached ~407k Muslims across the U.S. via more than 5,000 culturally relevant websites and apps.
- Ad viewability exceeded 75%, well above typical industry rates of around 60%.
These are not just vanity metrics. This level of donor growth, awareness, and engagement reflects a campaign that resonated.
🔑 Why the Campaign Worked
What made this campaign so effective? A few standout reasons:
- Cultural alignment: Ramadan is a sacred period that emphasises charity (Sadaqah and Zakat). We helped to deploy creatives and messaging that spoke to compassion, community, and shared values – not generic marketing.
- Strategic targeting: By tapping into data and ad placements across thousands of Muslim-visited websites and apps, with our help, WFP reached a highly relevant and engaged audience – instead of relying on broad, untargeted outreach.
- Timing and context: Launching the campaign during Ramadan – a natural peak time for charity – boosted donor motivation. Charitable giving tends to rise significantly during this month among Muslim audiences.
- Focus on meaningful outcomes, not just clicks: The campaign prioritized real-world results – donor conversions, funds raised – over superficial metrics. This approach underscores the importance of measuring impact over vanity KPIs.
🧭 Lessons for Other Brands
If your brand or organisation is considering a campaign aimed at Muslim audiences – especially around Ramadan – WFP USA’s success offers a blueprint worth following:
- Start with cultural respect and empathy. Authenticity matters. Use language, visuals and messaging that reflect the values of your target audience.
- Leverage targeted, data-driven channels. Generic mass campaigns may reach many – but few who will engage meaningfully. Use platforms that already connect with Muslim audiences.
- Align campaign timing with cultural rhythms. Ramadan and other spiritually significant periods can amplify engagement, so plan accordingly.
- Measure the right KPIs. Focus on donations, conversions, new supporters – not just clicks or views. Impact matters.
- Treat the audience as a community, not just a demographic. When the ads speak to shared values – compassion, giving, solidarity – they feel more like a call to action than a commercial push.
📣 Why Muslim Ad Network May Be the Partner for You
Working with a platform with deep cultural understanding and access to Muslim-focused channels can make all the difference. We combine data intelligence, culturally relevant ad placements, and Ramadan-specific media expertise. Our track record – including a nearly 20× return on ad spend for WFP USA – speaks for itself.
If you want to unlock the full potential of your campaigns targeting Muslim audiences – whether for charity, brand awareness, or community engagement – partnering with experts can be the difference between moderate reach and meaningful impact.
Ready to take your campaign to the next level? Contact Us today and let’s create something powerful together.
For more information about the World Food Program USA’s Ramadan campaign, click here.