Because of the securely controlled rollout plan, although not, it actually was merely a beneficial blip within the affiliate viewpoints for most weeks
The objective turned into never to make an impression on the consumer ft, however, to deal with the damage and you may restrict write from the demonstrably and consistently communicating the same content more than once: “There’s nothing changing nevertheless the title.”
My cousin Dave and i actually shot which youtube video within the and therefore i used a beneficial prop – a huge poster-sized type of the website – in which Dave rips off of the myYearbook sign to reveal the fresh new MeetMe icon underneath it when you find yourself saying “absolutely nothing alter but the identity.” Inside the house, we titled you to definitely video the “do not write” video clips.
We revealed the latest coming label alter an entire two weeks to come of your real transition. Individuals you need time for you become accustomed to the very thought of alter, therefore wished to let them have that point prior to hitting them into the alter itself. By chatting in advance, we got probably the most vigorous grievances and you can criticism away-of-the-way ahead of some thing in fact changed anyway.
But, naturally, i meant to transform more than the name, and in addition we did – but i performed a lot of they weeks until the rebrand, according to the myYearbook name. Especially, we introduced a soup-to-nuts remodel of your own web and mobile software and you can eliminated a beneficial dozen possess that were immediately after common but had outlived its time and then swollen the item. We have constantly found it vital not to ever conflate multiple major changes, and that was a fantastic approach this time also. The last thing we wanted is actually negativity on the a change or ability removals to help you mistake and you can color thinking concerning the the fresh new brand.
To make certain, the newest reaction to men and women ability removals is actually predictably bad, in addition to limited inside extent to your quick subset out of profiles who still appreciated the individuals history activities. Had we tied the individuals removals toward rebrand within our users’ thoughts, We have no doubt the outrage might have increased and you can resulted in enhanced churn just like the some one “blamed” the fresh new brand to the removals.
We knew it actually was vital that you familiarize participants to the label “MeetMe,” even before we advised him or her the name of the services is actually changing. To that prevent, i been that have subliminal correspondence of the releasing the MeetMe Tournament, which called for members add movies in groups such as Best Fulfilling, Satisfy Myself, and Perishing in order to satisfy, that have an ipad for the best video in the for every single class. We messaged the MeetMe Competition all around the answers dating me is like funny hinge site when you look at the bulletins as well as on our home webpage. Throughout the latest contest, all of our members submitted numerous video clips, and therefore acquired countless opinions – and most significantly, the brand new name began to seep naturally to the area.
To your the new design and you will pared-down ability set in place, we had been happy to move on to the next thing away from new changeover
If contest drew so you’re able to a virtually, we then announced the new rebrand into the the latter “please don’t churn” movies in which we are able to claim evidently and you may genuinely one to “you’ll find nothing modifying although identity.”
The today well known Netflix video made a similar allege – one to precisely the title into red-colored package was altering – but in truth a completely independent log on could well be necessary for new Digital video disc side of the solution. That’s not remaining things the same! On the day of your rebrand, i figuratively ripped off our very own velcro “myYearbook” company logos, and then we have been MeetMe. Hardly anything else changed as it currently got.
While the name was established, the fresh new flood regarding views began. To every solitary person that complained in the 1st 7 days following announcement, we offered $2.99 value of our very own virtual currency, Credit, and an extended notice thanking her or him because of their opinions and you can encouraging these to offer MeetMe a try, while the anyway: “nothing is altering but the name.”