Turning old friends into new subscribers.
After seven years of inspiring makers, Craftsy was acquired by NBC Universal and rebranded as Bluprint with access to a wider range of creative pursuits. LIFT was tasked with inspiring legacy Craftsy customers to sign up for the new, more holistic subscription service.
It takes a special touch to transition loyalty from an old brand to a new brand. To show our former Craftsy audience that Bluprint would be every bit as fun and user-friendly as Craftsy, we gave them a chance to road test it themselves. We hosted an online "Open House" that allowed users to preview every class for free over a five-day period as a way to ease their transition.
We started with an email containing a letter from the CEO thanking users for their support and explaining the positive reasons they will love the transition to the new brand. We included a detailed timeline that showed events like Craftsy’s formation—its acquisition by NBC Universal—and finally its transition to Bluprint. This timeline helped ground users in the transition and where they stood in the context of it.
Then, we created a unique Craftsy-legacy landing page experience to clearly answer questions and walk them through what was changing on the site. We also provided a former Craftsy-exclusive opportunity to subscribe to the new Bluprint at the lowest price ever. We reinforced our efforts with a dynamic paid social campaign. All of these touchpoints were designed to act like a trail of breadcrumbs that would lead legacy users to the brand-new site.
TWe stuck the transition landing. We successfully led 94% of legacy customers to interact in our new site. Users loved the clarity of the timeline and the ability to "try before you buy" that the Open House afforded. We attracted 12k new subscriptions and logged over 120k new site sessions on the site.
"I found the timeline of Craftsy’s journey to be excellent and I understood for the first time what Bluprint was all about and how it fit with the Craftsy approach. Well done." — Former Craftsy User/New Bluprint Subscriber