Why Relevance Beats Reach:
Lessons from NZF’s Ramadan Campaign
28 MAY 2025
A Look Back at the March 2025 Ramadan Campaign
Each Ramadan, the charity sector becomes a whirlwind of appeals and campaigns, both online and on the streets. For the National Zakat Foundation (NZF), the brief was clear, and critical: “Increase Zakat donations this Ramadan, and make every moment count.”
It wasn’t simply about being seen. It was about reaching people physically, emotionally, and spiritually, with the right message at exactly the right time.
Here’s how we achieved it.
A Campaign Focused on Relevance, Not Just Reach
Partnering closely with NZF, we built a campaign that combined high impact visibility with intelligent, retargeted follow-up. Our goal: to remain front of mind throughout Ramadan without becoming part of the background noise.
DOOH (Digital Out-of-Home) dominated key sites across East London, from bustling high streets to key mosque routes, positioning NZF’s call to action right in the heart of the community during peak hours.
Mobile display retargeting then continued the conversation, re-engaging individuals exposed to DOOH ads with timely prompts delivered directly to their devices.
This two pronged approach created a rhythm between real world presence and personalised digital engagement, moving beyond impressions to real, meaningful touch points.
The Results
- 1.8 million impressions served via DOOH
- 12 million+ total reach across East London
- 1,700+ individual donations
- 44% year on year increase in donation value across postcodes we activated in ONLY.
In one of the most competitive seasons for charitable giving, NZF saw a 44% uplift, proof of what’s possible when strategic execution is matched with deep cultural insight.
“With A8 Media’s support, our Ramadan campaign reached hearts as well as homes. The DOOH and mobile retargeting helped us connect with the ummah in meaningful moments throughout their day.” — Mahboob Hussain, Head of Marketing, NZF
The Bigger Picture: Why Local Still Matters
What made this campaign work wasn’t chasing scale for scale’s sake. It was about relevance.
Rather than broadcasting generic messages nationwide, we focused on the right locations, the right communities, and culturally resonant creative, appearing where people live their daily lives and following up with thoughtful digital storytelling.
This campaign is a reminder: hyper local strategies still deliver, especially when the cause is as meaningful as Zakat.
Looking Ahead: Channel Layering & Deeper Storytelling
If we were to build on this success, here’s what we’d explore next:
- Creative versioning by borough or postcode to achieve even sharper cultural resonance.
- Deeper retargeting narratives, moving beyond mobile banners to include video, personal stories, and community spotlights.
- Tactical momentum moments, particularly pre Iftar and during the final 10 days of Ramadan, when charitable giving naturally peaks
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National Zakat Foundation
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National Zakat Foundation partnered with A8 Media to deliver a high impact Ramadan campaign focused on increasing zakat donors across East London.
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Campaign Overview Lonely Orphans, a children’s charity working across the globe, partnered with A8 Media to execute a high-impact Ramadan campaign. Focused on driving awareness and donations, the campaign utilised Digital Out-of-Home (DOOH) advertising and Meta’s social platforms to engage a broad audience.
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