Mukesh Vij on Hashtag Orange and their 8 to 80 Story

CXOToday has engaged in an exclusive interview with Mr. Mukesh Vij – Founder – Hashtag Orange

  • Tell us about your most successful campaign and why it was so successful.

One of the most notable media campaigns we’ve ever done was for Mufti Jeans, when, using a data-driven strategy, we helped the company’s online sales increase four times in just four months. 

By utilizing numerous touchpoints for a narrowly focused audience, we enabled the whole funnel approach, delivering a seamless experience from discovery to sale. 

We improved brand searches by almost 80% in just 4 months by working consistently to create a Top Funnel for the brand. Along with this, we concentrated on growth marketing and enabled the brand in the same time frame to generate a 300% increase in monthly revenue.

  • What is the best way to track a campaign’s efficacy?

Tracking the effectiveness of a marketing campaign is critical for understanding its impact on business goals and making data-driven decisions for future campaigns. The best way to track a campaign’s efficacy is determined by the campaign’s specific goals and objectives. There are, however, some general steps that can be taken. 

To begin, it is critical to establish clear objectives and measurable key performance indicators (KPIs). This will make it easier to track the campaign’s effectiveness. Second, analytics tools like Google Analytics and social media analytics can provide useful insights into metrics like website traffic, conversion rates, and engagement levels. Third, regularly monitoring metrics and making changes to the campaign based on the data collected can help optimize its performance.

  • What are the major marketing trends today?

Digital marketing has a promising future and is packed with potential possibilities. There has been steady advancement in the technological space, opening the way for very profitable and successful campaigns. Some of the major marketing trends are as follows:

Influencer Marketing: Influencer marketing picked up pace in 2022 and is anticipated to continue to expand substantially through 2023. When marketers work together with thought leaders and influencers in their sector, they can raise brand awareness and win supporters from the influencer’s own audience. This usually helps establish a direct link between the brand and its customers.

Personalization: Having worked in the sector for many years, we can say that personalization is the next big thing and will soon become the norm. Companies have a higher chance of standing out and fostering brand loyalty when they customize their marketing initiatives to cater to their customers’ particular demands and preferences.

Automation: Marketing automation employs technologies to automate repetitive marketing tasks. Marketing organizations may automate routine processes like social media posting, email marketing, and even ad campaigns. This guarantees effectiveness and gives customers a better-tailored experience. These processes are made quicker and simpler by the technologies used in marketing automation.

  • How does your agency differentiate itself from other advertising agencies in India?

Hashtag Orange serves all business sectors, including B2B, B2C, and D2C, with a focus on providing data-driven digital solutions to address their business concerns. We are developing a digital, unique multidimensional high-end technological solution that could revolutionize the market and give companies a boost of success even in this fiercely competitive environment. Through numerous successful business campaigns, we have effectively aided numerous companies.

We develop advocates in addition to content strategy, ORM, analytics, and creative creation. They help in spreading positive word-of-mouth for your brand which leads to expanding your customer base.  They can also provide you with constructive feedback on your brand practices.

  • Can you walk us through your process for developing a successful advertising campaign for a client?

A successful advertising campaign for a client begins with a thorough understanding of their business, goals, target audience, and unique selling proposition. Then, in order to guide the campaign strategy, we conduct research on the target audience, competitors, market trends, and consumer behavior. Based on this research, we create a strategy that is in line with the client’s objectives and budget. The strategy specifies the target audience, messaging, channels, and key performance indicators (KPIs). 

Following that, we develop campaign creative and messaging, including ad copy, visuals, and video content. Once the campaign is launched, we use analytics tools to monitor performance and test different variations of the campaign to optimize performance. After the campaign has run, we evaluate the results and make any necessary changes to improve the campaign. Finally, we provide the client with regular reports on campaign performance and refine the strategy for future campaigns.

  • How do you envision the future of the advertising industry in India, and how is your agency preparing for it? 

Due to the emergence of digital media and shifting consumer behavior in recent years, the advertising industry in India has already undergone significant changes. The industry will most likely continue to evolve and adapt to new technologies and trends in the future. There will be more emphasis on personalized and targeted advertising as mobile devices and social media become more widely used. Additionally, as consumers become more aware of the impact of their purchasing decisions, the industry may see a greater emphasis on sustainability and corporate social responsibility. The use of emerging technologies such as artificial intelligence and augmented reality in advertising campaigns may also become more common. Overall, the Indian advertising industry is expected to continue to innovate and adapt to changing consumer behavior and technological advancements in order to remain competitive. 

  • Brief us about the journey of 5 years. What was the ideology behind the 3R program?

We have developed and launched numerous online and offline brand campaigns for various national and international clients over the past five years.  The company has grown its strength from 8 to 100+ employees over the years. We serve all company sectors, including B2B, B2C, and D2C, with a focus on resolving client operational issues through data- and technology-driven digital solutions. 

We are working on multifaceted, innovative, and technologically sophisticated strategies that could improve the nation’s digital marketing ecosystem. Hashtag Orange has a versatile client portfolio that comprises esteemed companies, such as Mufti,  GMR Hyderabad Aerocity, Redington, Tulips Hygiene, Monte Carlo, Hype Ryno, Omron, Honeywell, Bharti AXA, Amala Earth,  Max Life, Kama Ayurveda, Kiehl’s, RGIA, etc.

We recognize the importance of keeping our staff content in order to grow a successful company. To help us nurture our people, we created the 3R (Respect, Reward, and Recognition) ideology. The well-being of employees has always been a priority for us, and we support rewarding workers with incentives like timely appraisals. We support maintaining transparency in business practices and cultivating an ethical workplace environment.

For Valentine’s Day, we gave out “Certificates of Love” to all of their employees as a way to recognize and honor their dedication to the company. 

  • What would you like to elaborate on the changing landscape of influencer marketing?

Due to the vast and active social media user base in India, influencer marketing has been expanding quickly over the past several years. This development can be linked to a number of factors, including the growing popularity of social media platforms, the emergence of micro-influencers, and the growing significance of authenticity and relatability in marketing. Fashion, beauty, food, and travel are the most widely used industries for influencer marketing in India.

Influencer marketing can be a cost-effective approach for marketers to engage their target audience, especially for smaller enterprises. Brands can reach their target audience by collaborating with the right influencer without having to spend a lot of money on traditional marketing.

  • India has an inclination towards digitalization, how has this impacted the industry? 

Digitalization has revolutionized the marketing sector by giving marketers a collection of magical tools to carry out an outstanding campaign. Customers today expect seamless, tailored experiences across all channels as a result of the proliferation of digital platforms. Due to this, new marketing avenues have emerged, including social media, email marketing, and search engine optimization, which provide new opportunities for connecting with and interacting with consumers. Digital solutions like automation have also made it easier for marketers to complete monotonous chores, giving them more time to concentrate on creating strategic plans for clients.

Yet, the rise of digitization has also heightened competitiveness as new players enter the industry, fueling a cutthroat battle between various marketing firms. 

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