On account of our tightly controlled rollout agenda, yet not, it absolutely was simply an effective blip in user feedback for some months
Our mission turned into never to conquer the user feet, however, to deal with the damage and you can maximum write by clearly and consistently connecting a similar message over and over again: “There is nothing modifying but the identity.”
My brother Dave and i also filmed that it youtube clips in hence we utilized a prop – an enormous poster-size of particular website – where Dave rips off of the myYearbook representation to reveal the brand new MeetMe logo beneath it while you are claiming “little changes nevertheless name.” Around, i called one films the fresh “don’t churn” clips.
I launched the fresh upcoming name change the full 2 weeks ahead of one’s real change. Someone you need for you personally to get accustomed to the very thought of alter, so we planned to give them that point in advance of hitting them on the alter in itself. Of the messaging ahead, we had the absolute most vigorous problems and you will complaint out-of-the-ways ahead of anything in fact altered after all.
But, obviously, we meant to change more than the name, and in addition we performed – but i did a lot of it days till the rebrand, within the myYearbook term. More than anything else, we launched a soup-to-crazy remodel of your net and you may cellular programs and got rid of a good dozen features which were after preferred but got outlived the date now bloated this product. I have constantly found it vital not to ever conflate numerous biggest change, which are an absolute method now also. The very last thing i need try negativity regarding the a redesign otherwise ability removals to mistake and colour attitudes about the brand new brand name.
To ensure, the fresh new a reaction to those individuals ability removals is actually predictably negative, but also minimal from inside the extent into brief subset away from users who nonetheless enjoyed those legacy circumstances. Got we tied those people removals on the rebrand within users’ thoughts, I have without doubt that fury would have increased and you can led to improved churn since somebody “blamed” the latest brand name with the removals.
We realized click here to find out more it was vital that you acquaint people into label “MeetMe,” prior to we advised them title of the solution is actually switching. Compared to that end, i started that have subliminal telecommunications from the releasing the brand new MeetMe Contest, hence necessary users add video inside the categories like Ideal Meeting, Fulfill Me personally, and you can Perishing meet up with, having an apple ipad for the best videos during the for every single class. We messaged brand new MeetMe Event all over the web site when you look at the bulletins and on our home web page. Throughout new tournament, our very own users recorded numerous videos, and this acquired thousands of views – and more than notably, the new term started initially to seep naturally on the community.
Towards the new design and you will pared-off ability set in place, we were ready to proceed to the next phase from brand new change
In the event that competition drew in order to a virtually, i after that launched this new rebrand into aforementioned “please don’t turn” videos in which we can claim evidently and you can frankly one “there is nothing changing nevertheless the term.”
The new today infamous Netflix films produced a comparable claim – you to definitely precisely the title for the red envelope is changing – but in reality a totally separate login is essential for brand new Dvd area of the services. That’s not staying one thing an equivalent! At the time of your rebrand, i figuratively cheated our very own velcro “myYearbook” logo designs, therefore we was basically MeetMe. Nothing else changed whilst currently got.
As the term was revealed, the new flood of opinions began. To each solitary individual that reported in the 1st seven days following announcement, we provided $2.99 property value our virtual money, Credit, and you can an extended notice thanking them due to their feedback and you may encouraging these to promote MeetMe an attempt, since after all: “there is nothing changing although title.”