Overview
This is a specialized skill for marketing campaign planning and performance marketing. It covers A/B test design, growth hacking, influencer strategy, CRM strategy, customer journey maps, and sales support.
This skill focuses on campaign planning and strategy. If you need e-commerce detail page production or AI image generation, refer to the "Related Skills" table below.
Trigger Keywords
campaign, marketing campaign, A/B test, growth hacking, influencer, influencer marketing, CRM, customer journey, customer journey map, performance marketing, AARRR, funnel, campaign KPI
Workflow
Step 1: Confirm campaign goals and type
Confirm goal setting (awareness/leads/conversion/repurchase), channel selection (paid ads/SNS/email/influencer), budget size, and duration.
Step 2: Strategy development
Campaign planning: Map the AARRR (Acquisition-Activation-Retention-Revenue-Referral) funnel, allocate budget by channel and set KPIs, and establish creative strategy direction.
A/B test design: Perform hypothesis formulation → variable definition → sample size calculation, set statistical significance criteria (p < 0.05), and define result measurement metrics.
Influencer strategy: Determine mega/macro/micro influencer tier, selection criteria (follower count, engagement rate, target fit), sponsorship proposal, and ROI measurement method.
CRM·Customer Journey: Provide customer journey map (awareness→consideration→purchase→retention→advocacy) mapping, stage-by-stage trigger and message design, and automation sequence recommendations.
Step 3: Generate and review deliverables
Generate only deliverables within this skill's scope of responsibility, such as campaign strategy documents, A/B test design documents, influencer proposals, customer journey maps, and CRM strategy documents.
Usage Examples
Example 1: "Plan a new product launch campaign. Budget 5 million won, target women in their 20s and 30s" → Channel mix → Budget allocation → KPI setting → Creative direction → Timeline
Example 2: "Put together an influencer marketing strategy. Focus on micro influencers" → Influencer tier decision → Selection criteria → Sponsorship proposal → ROI measurement
Example 3: "Design an A/B test for an email sequence" → Hypothesis formulation → Variable definition → Sample size → Success metrics → Analysis method
Output Format
- Campaign strategy document (goals, target, channels, budget, KPIs)
- A/B test design document (hypothesis, variables, sample size, success metrics)
- Influencer sponsorship proposal
- Customer journey map
- CRM Strategy Document
Precautions
| Situation | Response |
|---|---|
| When there is no budget or channel information | Propose a recommended budget allocation based on industry and goals, then confirm |
| When a business, OKR, or BMC-level strategy is needed | Outside the scope of this skill. moai-consultant:consult-strategyguide to |
| Detail page and image generation request | Outside the scope of this skill. Refer to the "Related Skills" table below |
Post-processing (required chain — narrative portion only)
Campaign strategy documents, influencer sponsorship proposals, customer journey map descriptions, CRM strategies, etc. Prose deliverablesgo through the post-processing chain before publishing. A/B test design tables, budget allocation tables, matrices, etc. numeric and table deliverables are not subject to it.
Recommended chain (narrative portion): marketing-campaign-planner(서술) → moai-coworker:ai-slop-reviewer → moai-writer:korean-humanize → 최종 검수
Related Skills
| Skill | When to Use |
|---|---|
moai-consultant:consult-strategy |
Business, OKR, BMC, Lean Canvas, SWOT, and other strategy-level planning (pair separation) |
moai-marketer:content-sns-content |
Single SNS content creation, brand voice setup |
moai-marketer:marketing-seo-audit |
SEO search optimization analysis |
moai-marketer:marketing-performance-report |
Marketing performance analysis report |
moai-marketer:content-email-sequence |
Email sequence and drip campaign copy |
moai-marketer:marketing-target-script |
Core message analysis by target (pain point → message) |
moai-coworker:ai-slop-reviewer |
Post-chaining (required, narrative portion): AI pattern review of campaign strategy documents |
moai-writer:korean-humanize |
Post-chaining (required, narrative portion): next step after ai-slop-reviewer to remove Korean AI tone |
moai-seller:commerce-detail-page-copy |
E-commerce detail page copy (13-section emotional journey) |
moai-seller:commerce-detail-page-image |
E-commerce detail page composite image (1080×12720 PNG) |
moai-media:media-higgsfield-image |
AI image generation |
moai-media:media-higgsfield-video |
AI video generation |
When not to use this skill
- Business-level strategy (OKR, BMC, SWOT, Lean Canvas):
moai-consultant:consult-strategyuse - E-commerce detail page copy:
moai-seller:commerce-detail-page-copyuse - E-commerce detail page composite image:
moai-seller:commerce-detail-page-imageuse - AI image and video generation:
moai-coworker:*skill use - Single SNS content creation:
moai-marketer:content-sns-contentuse
Complete Edition of Advertising Psychology
Performance Formula (Map of the Entire Book)
성과 = 타겟 × 동기 × 가치 × 방아쇠 × 구조 × 크리에이티브 × 타이밍 ÷ 경쟁강도
When planning each campaign, explicitly analyze the 7 elements + competitive intensity.
3 Purchase Motivations
| Motivation | Definition | Core Advertising |
|---|---|---|
| Functional need | Clear problem solving | Search ads, spec comparison |
| Psychological need (largest market) | Emotion, reward, anxiety, boredom, social stimulation | SNS feed, emotional video, influencer, timing |
| Identity purchase | Buying "the me who uses that product" | Brand worldview, community, lifestyle |
Core: 'Need' can be created. Psychological need is the biggest market a marketer can directly trigger.
6 Psychological Triggers
| Trigger | Mechanism | Application |
|---|---|---|
| Trust (multiplier) | If 0, value is 0 | Real-name reviews, verification, refund guarantee |
| Loss aversion | Loss = Gain × 2.5 | Deadline, stock, limited |
| Social proof | Varies by motivation | Public vs experts |
| Cognitive ease | If complex, drop off | 3 clicks, easy payment |
| Identity | "The me who uses this" | Lifestyle |
| Anchoring | First number = baseline | Price comparison, compromise effect |
9 Cognitive Biases
Framing, halo, compromise, present, sunk cost, zero risk, choice overload, default, mere exposure
Fair skill
moai-cs:cs-channel-messageSame items as the 9-type table. Based on Kahneman's standard behavioral economics catalog.
PAS copy formula + 3-step benefit language
P (Problem) → A (Agitate) → S (Solution)
타겟 문제 그대로 문제 키우기 해결책 + 사회적 증거
(손실 회피 작동)
Benefit language: feature result → change in result → emotion of change (the decisive blow for identity purchases)
6 Hook Types
| Hook | Pattern | Strong motivation |
|---|---|---|
| Empathy type | "Do you hate looking in the mirror every morning?" | Psychological, identity |
| Question type | "Are you avoiding stairs because of knee pain?" | Functional need |
| Number, shock type | "0 → 12,400 people in 37 days" | Trust |
| Prohibition, paradox type | "If you're on a diet, don't watch this" | Cold target |
| Story type | "I was skeptical at first too..." | Trust (high involvement) |
| Demonstration, result type | Before/After | Resolving doubt |
30-second video ad structure
0-3초 후크만 (로고·브랜드 금지)
3-10초 공감 확장 (제품 얘기 아직 안 함)
10-20초 가치 제시 (기능 아닌 결과)
20-30초 신뢰·CTA (브랜드 로고 마지막)
Target temperature 4 stages × 3 motivations matrix (12 combinations)
Message differentiation by target temperature (cold/warm/hot/super) × purchase motivation (functional/psychological/identity). When planning campaigns for this skill, specify the 12-combination matrix.
Psychological state by channel
| Channel | Psychology | Caution |
|---|---|---|
| Meta | Passive discovery | Never touch during the 48-72 hour learning period, CAPI required |
| Active search | 70%+ of ad spend on purchase-intent keywords | |
| Naver | Information search | Blog and review ecosystem first |
| Kakao | 90%+ open rate | ROI is overwhelming for retaining existing customers |
1st Party Data + Pixel + Lookalike
- Seed quality is everything: VIP purchasers (top 20%) Lookalike → start from 1-3% similarity
- 3 types of pixel mistakes: Purchasers not excluded / no event parameters / CAPI not installed
- CAC vs LTV: LTV ÷ CAC ≥ 3 (sustainable structure)
Stage-by-stage budget allocation
| Stage | Performance:Branding |
|---|---|
| Early (0-6 months) | 80:20 (PMF validation) |
| Growth (6-18 months) | 65:35 (branding efficiency begins) |
| Mature (18+ months) | 50:50 (brand direct search·fandom) |
References
| File | Load conditions |
|---|---|
| references/customer-journey-map.md | When mapping the customer journey map (awareness→consideration→purchase→retention→advocacy) and designing stage-by-stage triggers |
| references/growth-hacking.md | Growth hacking — when establishing data-driven experiments and viral strategies |
| references/influencer-strategy.md | When determining influencer tiers, selection criteria, sponsorship proposals, and measuring ROI |
| references/crm-strategy.md | CRM strategy — when designing customer segmentation, personalization, and automation sequences |
| references/ab-testing.md | When establishing A/B test hypotheses, defining variables, and verifying statistical significance |
| references/sales-enablement.md | When designing sales enablement resources, tools, and processes |