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Reviving the solar: Luis Miguel and his relaunch marketing campaign

This article was translated using AI technologies from our Spanish edition. Errors can occur as a result of this process.

The opinions expressed by the entrepreneur's contributors are their own.

We all have a first memory of El Sol.

Mine corresponds to 1985 when he sang "Noi, ragazzi di oggi" at the San Remo Festival in Italy. Luis Miguel then took second place in an international competition, showing that the success of his career, which began four years ago, was no accident.

We all have a first memory of El Sol, and that's why the revelations the Netflix series made about his life have generated a buzz, interest and thousands of mentions on social networks, especially on Sunday nights when it's released every week. another chapter and we know a little more about the drama.

An emblematic character of Mexican popular culture that only wandered on the verge of oblivion has once again taken a privileged place in our conversations, in television programs, in gossip magazines and of course on the timeline of our social networks.

Just a few months ago, when the media was talking about Luis Miguel, there were cancellations of concerts, labor lawsuits, breaches of contract and even an allegation of plagiarism that arose more than 18 years ago.

The singer's career seemed to ebb between debt, rumors of alcoholism, and tinnitus, a common illness among musicians that causes them to hear a hum even though there is no external sound source.

Little by little the sun went down and the world watched indifferently as it went down.

Time for the relaunch

When a product reaches the ripe old age, a relaunch must be considered in order to avoid its decline. The excitement it could have caused during its launch has been left behind and the battle to keep it in consumer tastes is getting bloodier.

The same thing happens with singers. His style is wearing out. You stop surprising. They anchor themselves in certain groups of the population and gradually begin to live on the glories of yesterday. When maturity is reached and they are unable to reinvent themselves, the imminent decline that will mark the beginning of the end will come.

The series premiere on Netflix seems to be the relaunch of Luis Miguel as a singer and emblematic figure in the history of Mexican popular culture. Nothing is a nonchalance. Everything seems to be part of a pre-worked plan that has worked so far, and it also offers us a number of lessons on the points to consider when relaunching a product.

1. Analyze the environment

One of the first steps to ensuring that a product relaunch is effective is to conduct an environmental analysis. We need to study trends, understand what the competition is doing, review the effectiveness of sales channels, and find a way to reach our potential consumers. Intuition is not enough: you need to observe, examine, and analyze to be as specific as possible.

A few years ago it would have been natural for Luis Miguel to sell the rights to his story to Televisa. The company was an integral part of its success in the 1980s (with several appearances by the artist on Always on Sunday), but today the audience is gone. Following the strategy of other series, Luis Miguel opted for on-demand distribution on the strongest platform on the market: Netflix.

This seemingly simple step created anticipation, and long before the series premiered, people started talking about it.

2. Define your new positioning

There cannot be a relaunch without a change that is clearly visible to the consumer. The idea is to preserve what has distinguished the product for years, but to present it in a fresh and innovative way. Sometimes it is a redesign of the logo, sometimes a variant of the product itself: new flavors, colors or sizes. Before we reinvent it, we need to define very well what we want to achieve with the change.

One of the previews of Luis Miguel La Serie shows the real artist in an elegant black suit walking through his house and saying with his voice-over: “For decades a lot of people have talked about my life, but in the moment, in where my truth comes out There are many versions, there is really only one. This is my story".

From the very beginning of his career, Luis Miguel had kept a private life surrounded by mysteries absolutely secret due to the contradicting relationship with his father, his multiple love affairs and the mysterious disappearance of his mother. The media has speculated about the truth for more than 40 years and now the same artist is warning us that he is ready to reveal his story.

He's the same singer as always, but with a different face. Hermetic was left behind. The new Luis Miguel appears vulnerable before our eyes and ready to show us the wounds and secrets he has hidden for decades.

3. Captivate those you already know

Retaining customers you already know costs five times less than retaining new ones. One of the keys to a successful relaunch is to remind those who once loved you why they did it. Nostalgia is a crucial part of the strategy. Of course, it's about perceiving your product as something new, but based on the appreciation they once had for you.

It is evident that the main target of Luis Miguel's series is all of us who grew up with him. Regardless of what we think of his music, the artist marked an era and delved into his story to relive it. Chapter by chapter, the series has confirmed episodes in the artist's life that were like legends before. The result? We talked about him again, pitying him for a very complex childhood and adolescence, under the yoke of a domineering father, the insatiable interest of record labels and the absence of a mother we (still) know little about.

The search trends for terms associated with the artist (“Luis miguel”, “Mariana Yazbek”, “Luisito rey”) show that the strategy worked and that interest in the singer was revived.

4. Keep what was promised

A relaunch is meaningless if it does not convince the consumer that the product has actually been reborn and is not in the dreaded phase of decline that leads to oblivion. Changing the image, colors, or flavors is not enough to change that perception. The campaign must be accompanied by a real satisfaction that goes beyond nostalgia. Achieving this is not easy.

The singer has revived interest in himself and his music (the reproduction of his song "Guilty or not" increased by 4000% after the fourth episode of the series on Spotify) and it is possible that the trend will continue until the 10th June, when the eighth and final chapter in the series is released.

The opportunity that the artist now has at this time to start a new record production that shows that he is still fresh is unique. Only then can we say that the goal of the relaunch has been exploited.

Luis Miguel's series on Netflix has accomplished its mission: to restart the sun, but it depends on how long it keeps lighting the sky.

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