With Ramadan comes one of the most opportune times for brands in the Middle East to execute culturally-related influencer campaigns.
Since the month of Ramadan is already associated with generosity, community gatherings like iftars, gifting, and a heightened desire to connect with family and friends, people approach the season with both intent and attention. For many, it’s a time of spiritual reflection as well as shared moments around food, charity, and celebration, and all of this naturally extends into digital behaviour too.
Hence, during the holy month, usage of social platforms spikes, with social media engagement rising significantly as people look for useful content, greetings, deals, and inspiration online. In fact, social media consumption during Ramadan can increase by 30–40 %, with mobile platforms becoming a central part of daily routines between iftar and suhoor. (Index Media UAE)
This way, a unique opportunity is opened up for brands that are in tune with the cultural rhythm of the month. For fashion brands like 6th Street, this signified developing a Ramadan-focused influencer content that complemented the audience’s most profound experience of the season. And the campaign resulted in more than 1.5 million views within the first month alone.
Not to mention, by seeking the expertise of the top influencer marketing agency in Dubai, 6th Street’s campaign was built with carefully chosen cultural touchpoints, empathetic storytelling, and social proof delivered by trusted creators during a time when people were actively seeking connection and inspiration.
In this blog, we’ll understand in depth how 6th Street’s Ramadan influencer strategy capitalized on seasonal behaviour, leveraged GRWM content, and ignited widespread engagement, showing what seasonal campaigns can achieve when they have both cultural sensitivity and smart content design.
Why Ramadan Influencer Marketing Works in Dubai
Ramadan Evenings Are Peak Social Media Consumption Time
After iftar, routines slow down, families gather, and screen time naturally increases. People scroll with more intent as they are looking for ideas, recommendations, and content that fits the mood of the season. The period between iftar and suhoor becomes the prime time for discovery and inspiration, and not just for passive consumption. For brands, being present in these hours means encountering customers when they are most active, receptive, and influenced.
Emotionally Driven Purchases Increase Brand Influence During Ramadan
During Ramadan, purchase decisions are strongly influenced by an emotional mindset. The month of Ramadan alters customer behavior by shifting toward generosity, gifting, and socializing, which in turn affects how consumers react to brands’ and influencers' content. Influencer campaigns that resonate with this emotional mindset and seasonal spending behaviour usually trigger a rise in engagement and purchase intention. When influencer content reflects the values and mood of Ramadan, it feels relevant and trusted.
Ramadan Boosts E-commerce & Gift Purchases
Ramadan consistently drives a rise in e-commerce activity and gifting-led purchases. The customers' spending habits show that this time is mainly for planned purchases, such as buying Eid clothes, family gifts, or even self-purchases tied to the season. Influencer content that integrates product discovery, styling, and purchasing cues fits seamlessly at the right time. Consequently, influencer marketing during Ramadan serves both the consideration and conversion stages.
Local and Culturally-aligned Creator Credibility
During Ramadan, audiences place high trust in local and culturally aligned creators who understand the values, tone, and social nuances of the holy month. It seems that the influencers’ recommendations are based on personal experience, which in turn adds to their trustworthiness. For influencer marketing, this congruence enhances the acceptance and lowers resistance to the messages. As a result, creator credibility becomes a major point of engagement and purchase consideration during Ramadan.
Now that we have grasped why Ramadan influencer marketing works in the Middle East, let’s move ahead to the core of the blog and break down the 6th Street Ramadan influencer campaign to understand why it was a huge success.
Campaign Overview: 6thStreet x GIMA
Brand Snapshot -
- 6thStreet is one of the GCC’s leading fashion & lifestyle e-commerce platforms.
- The brand aimed for a strategic positioning during Ramadan & Eid for modest and festive fashion.
Campaign Goal -
The target aim was to-
- create buzz around 6thStreet as the go-to destination for Eid & Iftar outfits.
- build emotional connection and boost awareness through authentic creator content.
Strategy Breakdown -
Influencer Selection
The main focus was on lifestyle and fashion creators with high engagement among Gen Z & Millennial women.
Targeting
Creators were especially selected for regional cultural relevance and aesthetic storytelling.
Creative Execution
Content Format: GRWM (Get Ready With Me)
- GRWM videos showing:
- Eid / Iftar outfit selection
- Styling modest wear items from 6thStreet
- Makeup & accessory routines
- Some creators also included shopping hauls and app walkthroughs to drive app interest and behavior.
Why GRWM Worked
- As it gave a natural, authentic narrative, it felt like peer advice.
- Short reels matched platform algorithm priorities (Instagram & TikTok).
Campaign Distribution & Channels
- Primary focus on Instagram Reels for high discovery and repeat views.
- Stories used for link placement, swipe-ups, and reminders.
- Amplification through cross-posting by creators.
Results & Performance Metrics
Viral Impact
- 1.5M+ total views across creator content in a one-month campaign cycle.
Engagement Benefits
- Strong organic reach due to relatable content and influencers with high engagement.
- Increased awareness of 6thStreet’s Ramadan & Eid fashion edits.
- Boosted social media chatter around outfits, styling, and app usage.
Practical Takeaways from the Campaign
Align Cultural Insight with Content
Ramadan & Eid moments are emotionally driven; hence, culturally relevant storytelling trumps direct sales messaging.
Choose Creators for Trust and Relevance
Micro & mid-tier fashion and lifestyle influencers resonated well with the target audience.
Optimize for Platform Behavior
Short-form reels deliver greater reach and repeat engagement.
Now, let’s understand how other brands in the UAE can replicate this approach for their own Ramadan influencer campaigns.
How Brands in Dubai Can Plan Successful Ramadan Influencer Campaigns
Plan Ramadan Campaigns Early
When planned well in advance, it helps brands scout and finalize the right creators, build strategic calendars, and chart out a creative direction for the campaign. Early planning gives teams time to align campaign messaging with Ramadan and Eid moments rather than last-minute executions.
Match Content Formats to Seasonal User Behaviour
As different content formats perform differently during Ramadan, brands must coordinate formats with seasonal user behaviour. While GRWM worked impressively for 6th Street in the fashion category, other brands must evaluate what formats are currently trending and relevant within their own niche. Choosing the right format helps content feel natural in feeds and increases the likelihood of engagement and discovery.
Build Campaigns Around Cultural Moments
Ramadan influencer campaigns perform better when built around real cultural moments. Content aligned with iftar gatherings, Eid preparation, and family-led occasions feels timely and contextually relevant. This approach helps brands integrate naturally into conversations people are already having during the season.
Work with Strategic and Creative Influencer Marketing Agencies
Executing a successful Ramadan influencer campaign requires more than creator outreach, it needs strategic planning, in-depth regional knowledge, and performance-led execution. Working with an experienced influencer marketing agency in UAE helps brands identify culturally aligned creators, manage content at scale, and track campaign performance effectively. Like the 6th Street collaborated with GIMA to benefit from their expertise and launch an ROI-oriented campaign.
Wrapping Up
The 6th Street Ramadan campaign shows how influencer marketing works best when it is brought to life with cultural understanding, timely content formats, and creator credibility. By aligning campaign planning with seasonal behaviour and Ramadan moments, brands can create influencer content that feels natural and relevant to audiences. On top of that, partnering with experienced influencer marketing agencies, as 6th Street did with GIMA, helps bring structure, expertise, and tangible outcomes to Ramadan campaigns.