Dear Strategy,
This week, my marketing hat feels a little heavier than usual. I’m not just promoting a design project. I’m promoting a piece of my heart.
I wrote about K-pop. The industry that practically raised me. The industry I’ve spent years analyzing, the one I screenshot edits from and build mood boards around. But also the one I’ve realized is deeply, systemically flawed.
As a designer and filmmaker, I see the visual systems, the branding, the careful aesthetics. But beneath that surface lies a cycle of exploitation, labor abuse, and a relentless toll on the artists who give everything to it. Writing this was a challenge because I didn’t want it to be a hate piece. I wanted it to be a thoughtful critique aimed at reform. I want the industry I love to be better for the stars who carry it.
To promote this, I developed three distinct social media strategies.
On LinkedIn, I’m targeting creative professionals and entertainment recruiters. I focused on the manufactured nature of the industry, positioning myself as a designer who values integrity and critical research. The goal is to show that I can look past the surface level marketing to analyze the labor and ethics behind the brand.
On Instagram, I’m talking to my peers, the fans who feel the same duality I do. I used the TXT image because it feels authentic and human. The caption is a love letter to K-pop that also happens to be a breakup letter to perfection, which I think really resonates with our generation’s move toward inclusivity in mental health.
Twitter / X
On Twitter, I’m speaking to the stan community. I used a relatable struggle meme because that’s the language of the platform. It acknowledges the absurdity of being a fan while simultaneously writing a critique on labor rights. It’s funny, but it’s real.
Reflecting
Through this process, I’ve learned that marketing a sensitive topic isn’t about hiding the truth. It’s about finding the right doorway for different people to enter the conversation.
I hope at least one of these posts is for you.
Sincerely,
A New (And Very Inexperienced) Marketer
DEAR SERIF 
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