When Ramadan shifts team energy and working rhythms, internal communication teams face a unique challenge: How do you keep people engaged without overwhelming them?
At HSA Group, the IC team anticipated this challenge and designed a four-week, story-based campaign in Ramadan 2025. The campaign used weekly riddles — each one wrapped in a short video and delivered across WhatsApp, SMS, Yammer, email, and the company’s intranet. The concept was simple but powerful: Solve a meaningful riddle to unlock a symbolic “door” and win a prize.
Employees participated eagerly:
- Over 46,000 total views across platforms
- More than 31,000 submissions
- An impressive 83% correct answer rate, signaling strong attention to the content
The success wasn’t just in numbers. It was in tone and timing.
By choosing light engagement formats, spacing out content over the month, and giving employees a clear rhythm to follow, HSA’s IC team avoided the pitfalls of overload and fatigue. Even during fasting hours and reduced schedules, the campaign maintained connection — without pressure.
This case is a reminder: you don’t need more messages to make people feel engaged. You need the right rhythm, the right format, and the right moment.
Reference: Link to HSA case documentation
Want to map a Ramadan rhythm that’s smart, light, and high-impact? DOTMENT can help you design a two-phase campaign strategy that respects attention — and builds trust.
