Because of our very own firmly controlled rollout agenda, however, it actually was merely a good blip within the member views for a few months
The objective turned into not to ever win over the user ft, however, to manage the damage and restriction turn because of the clearly and you will consistently communicating a similar content more than once: “You’ll find nothing modifying but the title.”
My brother Dave and i also even shot which youtube videos in the and therefore i put a prop – a large poster-sized particular website – in which Dave rips off of the myYearbook sign to reveal the fresh new MeetMe symbol beneath it if you are claiming “absolutely nothing changes but the term.” Inside, we called one films the “please don’t write” movies.
I established brand new upcoming label alter an entire 2 weeks to come of the actual change. Individuals you prefer time for you to get accustomed to the idea of alter, so we wanted to give them that time prior to striking him or her towards the change in itself. From the chatting beforehand, we got probably the most energetic problems and you may ailment out-of-the-means before one thing actually altered anyway.
But, obviously, i intended to change a lot more than title, and we also performed – however, we performed much of they months until the rebrand, according to the myYearbook label. Especially, we revealed a soups-to-nuts redesign of your own websites and you can cellular software and eliminated a good dozen possess that were once well-known however, got outlived their day and today swelled up the product. I have usually think it is essential never to conflate multiple major alter, hence was an absolute approach this time too. The very last thing i desired is actually negativity about a change otherwise function removals so you’re able to confuse and colour attitudes about the brand new brand.
To be certain, the fresh new a reaction to the individuals function removals was predictably negative, as well as minimal in extent into quick subset out of pages who nonetheless enjoyed those individuals heritage issues. Had i tied up those individuals removals toward rebrand within users’ brains, We have no doubt your anger might have increased and you can triggered improved turn given that some one “blamed” this new brand with the removals.
I knew it was crucial that you acquaint people toward title “MeetMe,” prior to we informed him or her title of your service is switching. To that stop, i become with subliminal correspondence because of the initiating the new MeetMe Contest, and that requisite participants add films when you look at the groups such as Most useful Conference, Meet Me, and you will Passing away to fulfill, which have an apple ipad to discover the best films within the for each and every category. I messaged the newest MeetMe Event all around the website in the bulletins as well as on our home webpage. Throughout this new tournament, our very own members filed numerous films, and that gotten thousands of views – and most significantly, the brand new identity began to seep organically into the community.
Towards the new build and pared-off element put in place, we were willing to move on to the next thing of the fresh change
If the contest drew so you can a close, i upcoming announced this new rebrand toward the latter “don’t write” films in which we could allege plainly and you can truthfully you to definitely “nothing is switching but the identity.”
The newest today well known Netflix video generated a similar claim – that only the term into reddish envelope was altering – but in fact an entirely independent login might possibly be essential this new Digital video disc side of the service. That isn’t staying things the same! On the day your rebrand, i figuratively cheated our velcro “myYearbook” logo designs, therefore have been MeetMe. Hardly anything else altered because currently got.
Because title are revealed, brand new flooding from feedback first started. To each and every unmarried person who complained in the first 1 week after the statement, i gave $dos.99 worth of our virtual currency, Credits, and you may a lengthy note thanking them for their views and guaranteeing them to render MeetMe a go, due to the fact after all: “you’ll find nothing altering nevertheless identity.”