From SO cool to UNcool, Meetic seems to face Levi’s issues (10)

5 YEARS AGO ...

The video illustrated very well the reputation of meetic as leader in the dating website market : It managed to change the rules, to break the image of powerful men in love relationships. This brand has been the symbol of uninhibited, free and open relationships : the symbol of a new generation with new mentalities.

It was the COOL brand !

NOW...

Doens’t attract young people anymore. Generic,  impersonal, not dynamic reputation. In a nutshel, UNCOOL brand...

http://www.legaljuice.com/2012/05/post_422.html

WHY ?

After its great success, Meetic focused mainly on security aspects to make its subscribers confident thanks to a reliable website controlling all the accounts. Then, the brand sits on its incredible high traffic and paid subscriptions.

What they probably didn’t realize at this time it is that a dating website requires to always communicate on « dream » or new attractive aspects. They didn’t work on this and are now view as the classic and reliable dating website. They are a solution towards so many new ones. They are not funny at all and uncool.

Consequences: Turnover - 10.8% and -13% subscribers! (JDN study Hugo Sedouramane, 2012)

It looks like the Levi’s case, studied in class. As Levi’s, Meetic probably considered its brand as untouchable and cool forever whereas the website needed to keep adapting to trends and to its target : relatively young and mooving !

Resources:  

http://40cents.tumblr.com/post/15586295912/meetic-pub-2012
http://rencontre.meetic.fr/
http://www.journaldunet.com/ebusiness/le-net/resultats-meetic-t1-2012-0512.shtml