About the founders
I'm Hem, a content enthu and the marketeer.
I've been in the industry for the past 6 years
and have worked with multiple thriving startups,
digital agencies and organizations.
I'm Aakanksha, the 'flying' in the elephant
I've been in the industry for the past 5 years
and have worked on multiple branding projects, quirky marketing copies, and journalistic coverages.
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Case Study
How Hem changed the marketing game of Awign
Background: Hem joined Awign 2 years ago, and here's a case study as to how he implemented successful marketing strategies for them.
THE BEGINNING
When Hem joined, the company was at 6,000 followers, and was struggling with some major issues:
1. Lack of quality and creativity in content
The ongoing content on the page was:
A. Too stretched.
The content contained too much information in just one post and was mostly stuffed with jargon.
B. Content was made dominantly in professional English
Which didn't fit well with their TG i.e. blue and grey-collar job seekers and college students hunting for some easy-to-do, decent side-income income-generating gig.
2. Audience weren't interacting
Likes, shares, followers, all were just stuck to under 20!
3. No to low retention rate
Awign- the brand name, had a very low recall rate, and the audience could neither resonate with the brand voice nor were they clear about what the brand actually does.
Hem stepped in, amidst this, and here is what he came up with:
1. Switched the style of content catering to the TG
A. The new content was now made in Hinglish
Which made it easier for blue and grey-collar job seekers and college students sitting in tier-2 and below cities to resonate with the page.
B. Simplified the jargon
The term 'gig' was very new to people. Hem worked on fun content that would help the audience understand its meaning and essence through fun and biteable content which in turn would also help increase the brand recall attached to the term.
2. Improved the graphics
Hem noticed, more than the content, even the graphics were hard to decipher- they were heavy on text and elements. The team was now guided to add more breathing space into them, minimise the elements, and finally draw more attention to the text.
3. Leveraged trends
The kind of TG being catered, enjoys trending content heavily, so marketing through trends worked well from the first-ever experimental post.
4. Executed organic campaigns
In a niche like Awign, campaigns like '7 dumb reasons to quit a job', 'Valentine's Week', 'Engineer's Day', etc worked with content virality and of course a really strong brand recall.
THE RESULTS
1. The engagement on the posts increased by 60% organically.
2. The organic campaign was a hit: 450+ likes and more than 2500 profile visits.
3. Other posts saw massive growth in terms of engagement and reach.
4. The page presentation became cleaner which helped in setting clearer communication with the TG.
5. The page saw a massive jump of 16K followers.
6. Their gigs listed on the website got more eyeballs than before, and the website traffic increased exponentially (40% increase from the social media itself).
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