wiki/knowledge/content-marketing/didion-masa-narepa-linkedin-campaign.md · 680 words · 2026-04-05

Didion Masa Narepa — 6-Week LinkedIn Campaign

Overview

A six-week LinkedIn organic campaign was developed to support the Masa Narepa product launch. The campaign is structured to build awareness progressively — from launch announcement through product education, proof points, and a partnership close. Content and graphics were shared with Diana Henry (Didion) for review and approval before publication.

The campaign is scoped for the Didion LinkedIn page (not Didion Milling specifically, though logo usage is still under discussion). Posts are intended as organic content; cross-posting to Facebook is possible but considered lower priority given the B2B/corporate nature of the content.

Hashtag strategy was researched by AAG's social team — tags like #KornMasa and #KornMasaFlour are new to the platform and being established intentionally as part of this launch.

Campaign Structure

Week	Theme	Content Focus
1	Launch Announcement	Welcome Masa Narepa to the Didion portfolio; introduce the product to the market
2	Korn Masa Spotlight	Deep dive on Korn Masa — properties, applications, differentiation
3	Arepa Spotlight	Feature the Arepa product; highlight use cases and end-product applications
4	Performance & Consistency	Brand proof points; consistency messaging drawn from existing sell sheet and website materials
5	Facility Tour	Behind-the-scenes content; link to existing facility tour video
6	Partnership Value	"Why partner with Didion" — longevity, family ownership, customer support

Graphics & Visual Notes

Graphics were prepared by AAG's social designer and shared in a Google Doc for Diana's review.
"Partner in Tradition, Innovation & Growth" graphic (Week 6): Contains two flour bowls — one coarser (Korn Masa) and one finer-granulation. Diana flagged that the finer bowl does not represent Korn Masa. Decision: remove the second (finer) bowl. If the post copy is specific to Korn Masa flour, only the coarser granulation bowl should appear. If the post is general across Didion products, multiple granulations may be appropriate.
All graphics should be reviewed in context of the accompanying copy before revisions are made, to avoid redundant edits.

Key Decisions

Platform: LinkedIn organic (Didion page); Facebook cross-post is optional, not prioritized.
Logo: Whether to use "Didion" or "Didion Milling" branding is TBD — Diana has no strong preference for LinkedIn; email campaigns may warrant "Didion" only given the private label audience.
Graphic revision workflow: Diana to review all copy and graphics together and provide consolidated feedback before the designer makes any changes.
"Partner in Tradition" graphic: Remove the second flour bowl (finer granulation); retain only the coarser Korn Masa bowl for this product-specific post.

Action Items

Owner	Action
Diana (Didion)	Review full 6-week campaign copy and graphics; provide consolidated feedback
Diana (Didion)	Confirm logo preference: "Didion" vs. "Didion Milling" for LinkedIn posts
AAG (Social Designer)	Revise "Partner in Tradition" graphic — remove second flour bowl once Diana's full feedback is received
AAG	Hold all graphic revisions until Diana's consolidated review is complete

The LinkedIn campaign is one component of a broader Masa Narepa launch. Related assets include:
^[1] — Two 3-email sequences (current customers and prospective customers) being developed in parallel
^[2] — Parent project tracking the full launch
^[3] — Didion client overview
The Masa Narepa product page was live for review at the time of this meeting. Diana was asked to compile all page feedback (copy, images, bugs) into a single document rather than sending piecemeal notes.
Recruitment team at Didion was also eager for the LinkedIn organic content and product page to go public, as the Masa Narepa Product Development Manager role was actively being hired for.

Source Meeting

Discussed during the ^[4] call between Melissa Cusumano (AAG) and Diana Henry (Didion), approximately at the 36-minute mark. Meeting also covered ^[5] and homepage hero redesign.