Because of the tightly regulated rollout schedule, not, it absolutely was only a great blip in affiliate opinions for many weeks
Our very own goal turned into to not conquer an individual ft, however, to manage the damage and you will limit turn by certainly and you may constantly interacting an identical message more than once: “You’ll find nothing modifying nevertheless term.”
My cousin Dave and i actually filmed it youtube videos inside hence we used a beneficial prop – an enormous poster-sized brand of website – in which Dave tears off the myYearbook sign to reveal the fresh new MeetMe icon underneath it if you are stating “absolutely nothing alter nevertheless name.” Internally, i named you to videos the fresh new “please don’t write” movies.
We launched the new upcoming term transform the full 2 weeks in the future of one’s actual transition. Some one you would like time to become accustomed to the notion of alter, Milf dating app so we wanted to provide them with the period ahead of striking them on the changes in itself. Because of the chatting ahead, we got the most energetic complaints and you may problem away-of-the-means just before one thing in reality changed whatsoever.
But, without a doubt, i designed to change more than the name, and in addition we performed – but we performed a lot of it weeks till the rebrand, within the myYearbook identity. Most significantly, we introduced a soup-to-wild upgrade of net and you may mobile software and you may removed a good dozen enjoys that were immediately following common but had outlived its go out and today swollen the product. I’ve constantly found it important not to conflate numerous significant changes, and therefore was a winning means now too. The very last thing we wanted are negativity on the a change or element removals in order to confuse and you will colour thinking towards the fresh brand name.
To be sure, this new reaction to those people element removals was predictably negative, also restricted within the scope toward brief subset out of users just who however liked those individuals heritage things. Got i fastened those people removals towards rebrand in our users’ minds, You will find surely that the outrage could have multiplied and you will led to increased turn as people “blamed” the fresh brand on the removals.
We understood it had been important to acquaint members toward name “MeetMe,” prior to i advised her or him title of the solution is changing. To this end, i come that have subliminal communications because of the starting this new MeetMe Tournament, and that called for people add videos in the classes including Most useful Appointment, Meet Me personally, and you will Dying in order to satisfy, which have an ipad for the best video clips for the each class. We messaged this new MeetMe Event all over the site inside bulletins as well as on our home page. Throughout brand new event, all of our people submitted countless clips, and this gotten a large number of opinions – and more than notably, the fresh new title started initially to seep organically on society.
Into brand new structure and you can pared-down feature set in place, we were willing to move on to the next phase off the fresh new change
In the event the contest received to help you a near, i next revealed brand new rebrand to your aforementioned “please don’t churn” films where we can allege evidently and truthfully one to “nothing is modifying however the name.”
The newest now notorious Netflix clips produced a similar claim – one only the label to the yellow envelope is modifying – however in truth a totally separate log in is important for the new Digital video disc section of the solution. That’s not keeping things an equivalent! On the day your rebrand, we figuratively cheated our very own velcro “myYearbook” logo designs, therefore was in fact MeetMe. Very little else changed because it already had.
Since the name is actually revealed, brand new flood off views began. To each solitary person who complained in the first 7 days adopting the statement, i provided $2.99 value of our virtual currency, Credits, and you will a long mention thanking him or her for their viewpoints and you will promising them to bring MeetMe a try, as whatsoever: “there is nothing switching however the label.”