If there is one thing SM Entertainment seems to do well, it is form successful mega idol groups. They are home to two of the largest and most popular groups in K-Pop, Super Junior and Girls' Generation.

Super Junior debuted back in 2005 and Girls' Generation in 2007, and both groups seem to be gaining more and more fans with every passing day.

When SM revealed their latest group, EXO, last year there was no surprise it contained 12 members. However, in a interesting twist, the group was instantly split in two, forming two distinct sub-units, EXO-K, geared towards audiences in South Korea, and EXO-M, that would focus on the Chinese market.

This unique marketing strategy likely came from seeing the success had by Super Junior's Mandarin sub-unit, Super Junior-M, and wanting to take the idea a step further.

And so far so good. Both EXO halves have had considerable success in their first year. Their debut EP, Mama, was released in two versions (Korean and Chinese) and both were received well and charted high.

Now it seems EXO is gearing up to release their first studio album.

Last week all 12 members were brought together for the release of teaser photos for the upcoming album, XOXO (Kiss&Hug), begging the question - just what exactly is this comeback going to look like?

As we saw with their previous release, there were two separate versions, one in each language, and each sang by one of the two halves. Promotions we handled in both China and Korea by the respective group.

However, promotional activities for XOXO will be managed differently this time around. According to SM Entertainment, both units will be promoting their new album together, as a unified EXO, and will travel back and forth between Korea and China as the full 12 member group.

What are the benefits of such a plan?

Well, for starters, promoting together will bring a level of cohesion and uniformity to the group. By not relying on the two sub-units to do all the work in their respective countries, it gives the whole of EXO a chance to show the world (and their fans) that they are one collective.

A united EXO also gives the individual members a chance to gain recognition in other parts of the world - the EXO-K members will likely see a rise in popularity in China, while the guys of the M group will have the opportunity to make a name for themselves in Korea. This element is already underway with the release of individual teaser photos of each member that show off their unique charms and charisma.

And maybe SM is trying to bank on the popularity of Super Junior by creating version 2.0?

Super Junior's success continues to grow internationally. The group just performed before sold out crowds across South America and continue to be one of the best-selling K-Pop groups with every new release. The same goes for their popular Chinese sub-unit. But while some of the SJ members cross over into the M group, they have yet to have a simultaneous release or to promote worldwide altogether.

Is EXO the new experiment in international marketing? Make a completely diverse group, release bi-lingual albums, undergo dual promotions, and maintain a uniform image - a recipe for success?

Only time will tell. But for now, fans of EXO are enjoying the teasers and anxiously awaiting what is in store for XOXO.