Selena
Agency: Remezcla, Media Monks. Role: Creative Director, Client co-lead.
Honoring the Queen of Tejano Music
When Selena Quintanilla burst onto the Tejano music scene in the ‘80s, her dream was to make music that celebrated both her Latin roots and her Mexican-American upbringing. She ultimately brought these two worlds together, leaving behind a timeless legacy that still resonates with fans around the world. Our campaign aimed to honor a young girl with big dreams and an even bigger voice. From an exhaustive editorial strategy that went deep into the icon to Tik Tok challenges that made fans dance around the world, we positioned Selena, the series in pop culture: on Spotify, her music streams skyrocketed 260% during the launch of the show. On Google, global search interest for Selena increased 1600% around the series’ launch. In 2020, Selena was the third-most Googled woman in Latin or Spanish music worldwide.
Introducing Christian Serratos as Selena Quintanilla
A big part of the conversation after we first announced the series was around Selena’s casting. Once we found our star, we wanted to make sure to introduce her to fans the best way possible, so we created a dreamy piece that blurred Christian’s and Selena’s worlds. Over 500 media publications highlighted the resemblance.
An editorial strategy that fueled fandom
From the moment we announced the cast, we gave fans a peek behind the curtain of Selena’s world, and kept developing an editorial strategy that touched a wide range of themes: from Selena’s music and fashion, biculturalism, and Tejano history. Check the series’ Intagram.
We revisited Selena’s nostalgic infomercials from the 90’s and reimagined the 1-800 number so fans could get free sticker packs and original content via Whatsapp chat.
A Tik Tok Challenge had everyone dancing, literally breaking the Guinness World Record for most uploads of lip sync videos of the same song in an hour.
A campaign true to her legacy
Across the promotional materials, we used Selena’s famous autograph as the key visual, updating the look to a more contemporary style.
Lastly, a partnership with LatinX artists brought to life Selena murals in LA, Miami, Houston, Mexico City, and Monterrey.
Results
Media
Buzzfeed: The First look at Netflix’s Selena is here. Get here quicker, 2020.
Vulture: Netflix’s Selena: The Series Trailer Will Have You Seeing Double
New York Post: Christian Serratos looks stunning as Selena in Netflix series
The Daily Mail: Jennifer Lopez 'can't wait to see' new Netflix series about Selena Quintanilla...