✅ status: active — CEO-approved (2026-07-16). Recommendations accepted: campaign goal = ① Awareness, serialized (build-in-public, biweekly). Core message and July publication confirmed. Confirmed alongside the card-news brief.

Hunexia First External Promotion Marketing Strategy Report

Stated Assumptions (Team-lead Verification Needed)

1. services.md is status: draft, so packages, pricing, and cases are not yet available. The card news therefore focuses on "identity and direction declaration" rather than specific services, and the campaign's #1 goal is awareness, not leads.
2. (Draft assumption) Restrain "agent organization" in the first card news → Changed by CEO decision (2026-07-16): The AI-native organization story ("we put AI agents on the team as members from day one — we built the org structure, each member's persona, level, design system, and logo together from the start") is actively included in the first promotion. The "human replacement" misunderstanding is avoided by the framing "AI agents as team members alongside us" (a dogfooding angle) — reinforcing the core message as evidence that "we practice what we say." However, listing headcount, "employment", or "AI built it" phrasing remains prohibited (the root of the misunderstanding). See the card-news brief §3 caption revision.
3. LinkedIn is the CEO's personal account, so the body caption is written in the first-person plural ("we") tone, "the CEO speaking on behalf of the company."

1. Campaign Goal — 3 Options + Recommendation

Option	Goal	Center of Gravity	Fit with Current State
① Brand awareness (recommended)	Spread recognition that "there is a company called Hunexia going in this direction"	Declaration of existence and direction	Very high — the natural goal for a first external declaration. Works even with services in draft, without specific proposals
② Lead generation	Convert ICP into consultations and inquiries	Direct conversion	Low — services.md is draft; packages, pricing, and cases are insufficient. Even if leads come in, materials to answer them are lacking
③ Recruiting brand	The impression "I want to work in a team like this"	Team and culture appeal	Medium — the 17-member founding cohort is good material, but explaining "AI agent organization" in the first card is complex and risks misunderstanding

Recommendation: ① Brand Awareness (Priority 1)

Reasons (3)

1. Precedence: For the first external exposure, awareness must accumulate first for either leads or recruiting to happen. If the order is reversed, conversion itself does not occur.
2. Asset fit: services.md and cases/ are draft or empty. If leads come in, we are not ready to answer. The awareness stage accommodates this absence without strain.
3. Brand-tone fit: In a "no exaggeration, no promise" tone, "what kind of company was born and where it is going" is far more natural than "we have already achieved it." The awareness stage best matches this narrative.

Secondary expected effect: Recruiting brand is a positive by-product of accumulating awareness, even if it is not set as a direct KPI. The 17-member org structure is handled in a separate episode (follow-up series).

2. Target Audience

ICP-based (fact source: company-icp.md)

• Decision-makers and operations leads at companies evaluating AI adoption
• Development / technical team leads and developers building AI coding and collaboration skills
• Workplace automation teams (organizations wanting verifiable automation)
• Institution contacts who need practical AI training
• Startups planning AI services (need a technology partner)

LinkedIn Audience Character Filter (the overlap is priority 1)

• Priority 1 target: Among the ICP above, those who (a) are active on LinkedIn and (b) consume content on "AI adoption", "developer productivity", or "automation". The 2026 algorithm decides reach by topic authority, so reach is higher for audiences already engaged with these topics.
• Priority 2 (ripple): AI community influencers, tech newsletter readers, startup-ecosystem contacts. Not direct customers, but mediators for awareness spread.
• Region / language: Korean content first (given the CEO account's follower base). English is paired only at the logo / slogan line in the cards.

3. Core Message

Core One-liner (Common Across Channels)

"Putting AI into real practice, reliably. In a direction that augments human judgment."

This core carries both the language the ICP actually uses ("how to attach AI reliably in real practice") and the brand tone ("augmenting human judgment"). Card-1 headline (A), card 3 (philosophy), and the body caption all derive from this core.

Sub-messages (3 — distributed across body, caption, and cards)

1. Human-centric: "AI does not replace people; it is a collaboration partner that augments judgment." → Avoids the "human replacement" misunderstanding. Cards 3, body.
2. Practice / verification focus: "Not theory — verifiable in real practice. Not stopping at tool adoption but in how the organization works together." → Differentiates from the ICP's frustration (abstract AI consulting). Cards 5, body.
3. Connection focus: "Education, consulting, and technology implementation on one axis." → The differentiator of an integrated offering. A bridge between card 4 (identity) and card 5 (business).

4. Channel Mix — LinkedIn Card News as the "First Step", Follow-up Expansion Scenarios

Channel	Role	Timing	Format
LinkedIn card news (CEO personal)	First step (hook) — start of awareness spread	Immediate	6-page PDF carousel + body caption
LinkedIn body (CEO)	Posted alongside cards, deeper context	Immediate	Long-form caption (card-news brief §3)
Public wiki release (web/)	Trust and fact source — the place to check "what exactly is this company"	1–2 weeks after cards	Company introduction page (based on identity-plan)
Blog (launch declaration)	Extend the cards into depth — full version of philosophy and problem recognition	1 week after cards	Long-form essay
YouTube short / Reel	Founding story and team visualization (follow-up episode)	+2–4 weeks	60-second narrated short

Key principle: Every follow-up channel extends the LinkedIn card news' core message — it does not duplicate it. Same message, different depth and format. Content duplication (the same document in multiple places) is prohibited.

5. Content Calendar Perspective — One-shot vs Serialized Series

Recommendation: Serialization (Build-in-Public style)

Treat the card news not as a one-off but as Episode 1 of the "first steps", continuing at a weekly / biweekly rhythm.

Reasons (3)

1. 2026 LinkedIn data: Weekly posting correlates with a 2x engagement-rate lift (Hootsuite). A one-shot does not accumulate awareness.
2. Topic authority accumulation: The 2026 algorithm decides reach by "topical relevance". A single exposure does not build topic authority; 2–3 content pillars must accumulate consistently.
3. Early-stage honesty: A build-in-public cadence — sharing an "unfinished process" — fits the brand tone (candid, no exaggeration). A posture of showing off finished achievements does not fit the current state.

Proposed Content Pillars (2–3, within the algorithm's recommended range)

• Pillar A — Human-centric AI perspective: Collaboration, judgment augmentation, not replacement. Awareness and philosophy axis.
• Pillar B — Practical application insights: Diagnostic frames, automation perspectives, RAG / context engineering notes. Professionalism and trust axis.
• Pillar C — The process of building: How the organization operates, learnings, experiments. Differentiation and intimacy axis. (However, the agent org structure is appropriately softened.)

Series Roadmap (Draft; can be detailed via the /content-calendar skill)

• Episode 1: First Steps (this brief) — within 2026-07
• Episode 2: "What it means to put AI into real practice" — +1–2 weeks
• Episode 3: "How to start an AI diagnosis" (frame reveal) — +2 weeks
• Episode 4: "Meet the Hunexia team" (17-member founding cohort, softened org model) — +3–4 weeks
• Then cycle Pillars A/B/C at a biweekly rhythm

6. Performance Indicators (KPIs) — Awareness Stage, Only Measurable Metrics

Primary Indicators (7 days post-publish)

• Impressions: Basic reach
• Engagement rate: Benchmark the LinkedIn document-post average of 6.6% (DataSlayer 2026). Use this as the primary goal baseline, and compare against the average of the CEO account's existing posts.
• Saves: Card news has a high save rate — a "valuable" signal and an algorithmic weighting factor. Track saves relative to impressions for the first post.
• Profile views increase: Increment of post-7-day over pre-7-day average.
• New followers: New follower count within 7 days of posting.

Secondary Indicators (Qualitative)

• Comment quality: Whether an "ICP reaction" appears — genuine inquiries like "we're wrestling with this too" / "how do you diagnose?". Simple "looks nice" is noise.
• DM / message inflow: A pre-interest signal. A 1:1 channel that may convert to a lead.

Golden Hour Monitoring (2026 Algorithm)

• Track engagement (comments, shares, saves) within 60–90 minutes of posting. Signals in this window decide expanded reach.
• However, the same-network / circle engagement pattern (founding members flooding comments) is a penalty target — communicate to the team: no intentional manipulation.

Excluded from Measurement (Infeasible / Meaningless Early)

• Direct revenue and pipeline: Awareness-stage goal, excluded from primary indicators.
• SEO traffic: Blog / web follow later; measured in subsequent stages.

7. Risks and Cautions

Risk	Detail	Response
Exaggeration and promises	The temptation to fill in early-stage absence of results with "overwhelming, best, perfect" phrasing	Follow brand-tone guidelines. "Where we are going" over "what we have achieved". State only the facts (17 members, 2026-07 launch)
"Human replacement" misunderstanding	The AI-company label may be read as a human-replacement frame	Avoid entirely with the core message ("augment judgment, collaboration partner"). Restrain "agent organization" in the first card (softened in follow-up episodes)
Algorithmic penalty	Risk that the founding cohort concentrates comments and reactions and is recognized as a same-network pattern	Guide the team: "no comment flooding; only natural spread." Participate only when there is a meaningful additional perspective
Golden Hour failure	Insufficient engagement within 60–90 minutes of posting; reach does not expand	Choose a LinkedIn feed-active window for posting (9–10 a.m. or just after lunch). Tease the existing follower base in advance
Follow-up break due to missing materials	When interest comes in, cases and packages are unavailable	In parallel with this campaign, recommend filling services.md (Junseo) and cases/_template (Sera / Bora). Awareness stage tolerates the absence, but follow-up episodes within 2 weeks need them
Hashtag excess and clickbait	Hashtag abuse or provocative copy on LinkedIn damages the tone	Canonical rule = marketing-linkedin-playbook §2.3 (3 tiers, max 5). Only tags consistent with the brand message
External links in the post body	A clickable URL in the caption reads as off-platform exit, and reach drops	No links in the body — put them in the first comment, with a one-line pointer at the end of the post. Canonical rule = marketing-linkedin-playbook §2.4
Announcement-heavy content mix	Company news alone keeps us in the category the algorithm promotes least. Ep.1, Ep.4, and Ep.5 were all announcements	Make knowledge/advice posts a standing track (dual track). Canonical rule = marketing-linkedin-playbook §2.6, §2.8

8. Decision Requests (CEO)

1. Campaign goal confirmed as option ① (awareness) → KPIs and follow-up episode planning proceed on this basis.
2. Core message "Putting AI into real practice, reliably. In a direction that augments human judgment." confirmed → card news copy and body derive from this core.
3. Posting timing: As soon as possible (within July recommended). On confirmation, ops-pm (Bora) registers it on the calendar; Doyun begins the 6-page card design.
4. Follow-up episode roadmap — whether to proceed. If the serialization recommendation is accepted, write a detailed calendar (episodes 2–4) via the content-calendar skill.

---

References (Web Search — Basis for Card-news Composition and KPIs)

• LinkedIn Carousel Best Practices for B2B in 2026 — Oktopost
• Best Practices for Carousel Ads — LinkedIn Official
• LinkedIn Carousel Posts Complete Guide for 2026 — Neal Schaffer
• Ideal LinkedIn Carousel Aspect Ratio for Mobile — UseVisuals
• LinkedIn Algorithm 2026: What Works Now — DataSlayer
• How the LinkedIn Algorithm Works (2026) — Sprout Social
• The LinkedIn Algorithm Explained – 2026 Guide — SocialBee
• How the LinkedIn Algorithm Works in 2026 — Hootsuite