Deezer · B2C · music streaming app
Ask users to draw your logo, then test new logos against it before rebranding
Purple heart won by far on every audience and KPI; guest credits better ad profits
Workedpositioning-nichevalidation
What they did
The equalizer logo (2007-2023) had weak brand attribution. Asked users to draw the current logo to check recall, and tested the existing logo against two alternatives in studies. The purple heart, which the team doubted because it was so disruptive (maybe like a dating app), won by far across all target audiences and KPIs, and was adopted in 2023.
What happened
Purple heart won by far on all audiences and KPIs; guest believes it made performance campaigns more profitable while scaling.
- Stage
- scale
In their words
Sub Club by RevenueCat · Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer“We asked them to draw our our current logo to see if they were able to draw it. We also tested our existing logo against two alternate versions.”
“it actually what came out of the studies was that it was a winning version, and it was a winning version by far. And it was a winning version on all target audience and to through all KPIs.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Deezer: Take away most free features so free listeners are pushed to payDidn't work: free users left for other services instead of upgrading
- Deezer: Make the free tier pay for itself with ads and use it to win subscribersFree users now profitable; conversion from free 'not cracked yet'
- Deezer: Bundle your subscription with phone carriers, speaker makers and big retailersWider reach and better retention; partners weigh heavily in revenue
- Deezer: Run TV and billboard ads about what the brand stands for, then push buyers with adsTracked by brand studies, not revenue; no numbers shared
- Deezer: Check marketing results several ways and use lift tests to correct your mix modelMMM 'not fully satisfying' yet; lift tests confirmed hidden upper-funnel value
- Deezer: Keep paying for install and reach ads even when they don't show direct salesLift tests showed a much bigger boost to sales campaigns than expected
- Deezer: Let your ad team test risky ideas as long as overall return stays profitableLTV:CAC more than doubled in 2 years while volume grew
- Deezer: Launch the new brand-focused homepage even though it lost the test to the old oneLost the ABC test, but beat the old page a few weeks after launch