I communicated in order to participants very early and often

Because of our very own tightly managed rollout plan, yet not, it was just a blip in associate views for many days

Our very own mission became to not ever conquer the consumer ft, but to manage the destruction and maximum churn because of the demonstrably and you may consistently connecting the same content more often than once: “There is nothing altering nevertheless the term.”

My brother Dave and i also also shot so it youtube clips from inside the which we utilized a great prop – a large poster-measurements of brand of the website – where Dave tears off of the myYearbook symbolization to reveal brand new MeetMe icon beneath it when you’re claiming “absolutely nothing transform although label.” In, we named one video the latest “don’t write” films.

We announced the new future label changes the full 14 days to come of actual changeover. Individuals you need for you personally to get accustomed to the idea of transform, and we also desired to give them the period just before striking them to your transform by itself. From the messaging ahead, i had by far the most vigorous complaints and problem aside-of-the-way just before something actually altered whatsoever.

But, obviously, i intended to change more than title, and we did – however, we performed much of they weeks through to the rebrand, beneath the myYearbook title. Most significantly, i launched a soup-to-nuts redesign of your own websites and you can cellular programs and removed an excellent dozen keeps which were after preferred however, had outlived their day and from now on swollen the product. You will find usually think it is essential never to conflate numerous biggest change, and that are a winning approach now too. The worst thing i wanted is negativity in the an overhaul otherwise function removals to mistake and you will color perceptions regarding the brand new brand name.

To make certain, the response to those people element removals was predictably bad, as well as restricted from inside the extent with the small subset regarding users just who nonetheless appreciated those individuals history items. Had i tied up the individuals removals into the rebrand in our users’ heads, I have definitely the anger would have increased and led to improved turn due to the fact some body “blamed” the newest brand name towards removals.

I understood it actually was vital that you familiarize people towards the name “MeetMe,” prior to i told him or her the name of the services try changing. To this end, we become which have subliminal correspondence from the unveiling the MeetMe Tournament, and this needed users add films inside the classes eg Better Appointment, dating sites for Middle Eastern singles See Me personally, and you will Dying to generally meet, with an apple ipad to discover the best video clips during the each classification. We messaged the fresh new MeetMe Tournament throughout the site in the bulletins and on the house web page. Over the course of this new tournament, the members recorded numerous video clips, and that received tens of thousands of opinions – and most importantly, the fresh title started initially to seep naturally on society.

With the brand new construction and you can pared-down element put in place, we were happy to move on to the next thing out-of the fresh transition

In the event that competition drew so you’re able to a near, we after that launched the fresh rebrand into the latter “do not write” movies in which we could allege obviously and you can in all honesty one “there is nothing changing although identity.”

The newest now infamous Netflix films generated a similar claim – one just the term into the yellow package is actually changing – however in truth an entirely separate log on might possibly be necessary for the newest Dvd section of the solution. That’s not keeping some thing the same! At the time of your rebrand, i figuratively scammed our very own velcro “myYearbook” logos, therefore we was basically MeetMe. Very little else changed since it currently had.

Once the term is launched, the new flooding out of viewpoints began. To each and every solitary person who reported in the first seven days adopting the statement, we provided $dos.99 value of our very own digital money, Loans, and you will a lengthy note thanking her or him because of their opinions and you will guaranteeing them to render MeetMe an attempt, just like the after all: “there is nothing modifying however the title.”