Since 2000, Friends Reunited offered users a social network which focused on bringing together old friends who had lost contact over the years. Early success was halted after the introduction of Facebook. They knew they could not compete for the same audience, so they were forced to pivot.
THE NEW STRATEGY
It was decided the new proposition would be focused around memories of historic events which connected users to people they had not met. Similar to a scrapbook of pictures and movies documenting iconic moments of our generation. The idea was that strangers would interact around a shared memory, instead of friends catching up after years apart.