In a few weeks, 2025 will approach, and it is not like businesses are getting ready for the upcoming festive season. Building relationships with their audience/viewers and potential customers has gained immense importance.
Here’s a look at seven thoughtful Raya campaign idea that strike a chord while mirroring the values and spirit of celebration.
1. Human Relationship-Centered Storytelling
Appeal to the emotional chord of Raya by focusing on human connections, whether between family, friends, or romantic partners. Develop a video campaign showing the touching story of beating distances and tests for celebrating together.
Highlight highly universal themes such as forgiveness and togetherness, subtly weaving your brand into the stories. Storytelling usually leaves an impression and might lead to strong brand recall.
For instance, XES’ 2024 “Dari Kasut Ke Hati” Eid campaign uses a relatable real-life scenario, showcasing how their shoes and bags help create new connections and strengthen bonds with loved ones. The video has attracted 1.3 million of viewers on Facebook.
2. Interactive Social Media Campaigns
Utilize TikTok and Instagram to run interactive challenges, such as “Show Your Raya Prep” or “Best Baju Raya Look.” Not only will these campaigns be more engaging for younger audiences, but they will also increase user-generated content (UGC) and give your brand an organic and lively appeal on digital platforms.
3. Sustainability in Raya
Eco-consciousness is really on the rise in Malaysia, while as many as 70% of all Gen Z prioritize sustainable brands. Create an ad for sustainable Raya best practices, such as eco-friendly decorations or reduction of food waste.
Partner with local communities in the distribution of reusable bags/containers with your branded logo as a way to promote environmental sustainability and increase brand visibility.
4. “Raya Campaign Idea”: Empower Small Businesses
Support local artisans and small businesses, and integrate their products into your campaign. For example, produce a series of videos showing how these entrepreneurs prepare for Raya, with their products available on your platform.
This will not only uplift their brands but also position yours with values of community support and authenticity.
5. Inclusive Raya Celebrations
Not everyone gets to celebrate Raya with their families, such as overseas students or workers. Design a campaign where thoughtful gifts are sent to those separated from loved ones or hold virtual gatherings where participants can share their stories.
This campaign highlights empathy and inclusivity, which are key to building emotional connections.
6. Value-driven Campaigns
Highlight the ethical values such as sincere intention during Raya. Focus on the idea that meaningful actions, like spending time with family or giving back, are what truly matter. For example, Etiqa’s 2024 Raya campaign centered around the theme of “Niat” (intention), showing how sincerity is more important than material gifts.
Use visuals and messages that encourage people to reflect on their intentions, creating a campaign that feels authentic and emotional. This approach helps your brand stand out as one that values real connections.
7. Raya Nostalgia Campaigns
Bring the joy of past Raya celebrations to life with campaigns that bring back fond memories. Do this through the use of vintage-style ads or classic Raya songs sung with a modern twist.
Nostalgia has this crazy way of speaking to an audience, bridging gaps between generations, and instilling warm feelings.
Conclusion
Raya campaigns in 2025 need to look beyond superficial celebrations of festivals and move toward bonding on a real level through shared values.
Your brand can strike a balance between tradition and innovation, leaving a mark while celebrating the essence of Raya with your audience.
So, which of these ideas are you trying this year?
Struggling with creative ideas? Our Raya Campaign Video Production team are here to help!
