GoTo Rebrand

This February, GoTo, formerly known as LogMeIn, saw massive success in its complete rebrand launch, unveiling a new unified app and an enhanced product suite highlighted by GoTo Connect and GoTo Resolve. The rebrand went beyond a new company name and logo, as GoTo is now the only unified portfolio on the market that offers both communications and IT support tools that businesses need to succeed. The GoTo name stems from the existing product platform, as well as the company’s ambition to be the “GoTo” option for SMBs. With some new faces in leadership, the transformation from LogMeIn to GoTo reflects the changing state of the working world, with employees more comfortable with remote and hybrid work than ever before as we reimagine what the future of work looks like.

The launch was the biggest in the company’s history and will help further its mission of empowering small and midsize businesses with flexible work technology and IT support capabilities at an affordable and scalable cost. In recognition of this central piece of its brand identity, GoTo donated $10,000 and a year of free products in a Good Morning America appearance to the Raspberry Pi Foundation, a charity dedicated to helping children learn about technology. This will go a long way in making remote work tenable for the organization and furthering its mission. GoTo teased the launch in the days prior with billboards in Boston and Budapest, two key markets where it has operations among the company’s global presence. In the immediate aftermath of the launch, GoTo secured 600+ pieces of earned media coverage and syndications globally, driving significant web traffic and organic brand mentions. GoTo’s organic social media platforms generated more than 8.2K organic engagements, an 800%+ week-over-week increase in weekly average engagements and a 7.85% in-feed engagement rate. Social media impressions increased 220% week-over-week, reaching nearly 150K feeds. Amidst the rebrand, GoTo launched its new company hashtag, #DiscoverGoTo, which was used on LinkedIn over 2K times the week following the announcement.