1471159 - Larger-format snippet to drive Firefox Rocket download in Indonesia

Status: RESOLVED FIXED

(Snippets :: Campaign, task)

Description

[elin]

Attachment: fundraising-snippet.png

Context:
Snippets to promote Firefox Rocket downloads only have average CTR of 0.016%
while in 2017 there are Fennec snippets with 0.16% CTR.
So we are thinking to create a larger format snippet which may have better CTR.
(e.g like the fund-raising snippet attached)

Currently we are working on a send-to-device snippet that expands after clicking:
https://snippets-admin.us-west.moz.works/show/uuid/9bc0f19b-b2a0-4ae7-9280-fa11dac4d342/

We would like to create another thicker snippet which can be easily seen at the first sight, and user can download the app with minimal steps.

And we hope it to have:
 - QR code or email send-to-device widget for best install conversion
 - designed layout/background to increase CTR (we can have our agency in Indonesia to come up with the design)

This will be extremely useful when we need to promote new app releases.

Comment 1

[elin]

Attachment: rocket-whatsnew-page.png

Hello Michele,


The attachment is our design on What's new page.
Our design on the large snippet may look like this.
Do you think there's any yellow/red flags?
We can let our agency begin to work on the design if it looks good in snippet.


Thank you!

Comment 2

[Michelle Anderson]

To clarify your ask:

You'd like a snippet that has elements of both:
- the fundraising snippet template (a tall, colorful snippet background aka panel); and
- the Send 2 Device (S2D) snippet template (with QR codes/icons/SMS/newsletter message_IDs), but with these changes:
	- the content from Scene 1 (the initial short snippet panel, with button) and Scene 2 (a larger icon, a taller snippet panel, the QR codes/icons/SMS/newsletter field) combined to just 1 Scene
	- two icons: the landscape Focus logo and a square QR code graphic
	- snippet panel size set to "full Jimmy" (the fundraising snippet example you provided is a half Jimmy, but your mock up is a full Jimmy)
	- an image for the background of the snippet panel

Our general philosophy around snippets is that the design itself (the initial snippet's icon/text/button, aka Scene 1 when talking about the S2D snippet template) should remain very basic. Anything other than a basic initial Scene 1 design in the S2D template (the shorter snippet panel with the button) is problematic. BUT what happens after a person engages with the snippet (clicks the link or the button in the snippet and progresses to Scene 2) is *totally* open for exploration. 

Here are your options:

1) We can ask to customize the design for Scene 2 of the S2D template (panel size, etc.) to be a solid background or (if possible) a custom, scale-able background image (need technical confirmation and UX oversight on this).

2) Move forward with creating a simply designed (basic) 1 Scene only S2D template with a full Jimmy panel, only with the blessing of the Firefox UX team, Michele Warther, and anyone else who's a stakeholder in snippet universe.

Let us know how you'd like to proceed!

Thanks :)

Comment 3

[cywang]

Hi Michelle,



We would like to proceed with option 2
- 1 scene only S2D template with “half Jimmy” panel.

The mockup is from our what’s new page just for reference, 
not the final design of the snippet.

You mentioned that I need approval from Michele Warther and UX team.
Do you mean Madhava from Firefox UX team? 

You said that anything other than a basic initial Scene 1 design in the S2D template (the shorter snippet panel with the button) is problematic.  Is that a technical problem? 


Michele and Madhava, can you approve? 


Thank you !

Comment 4

[Michelle Anderson]

Per email correspondence between Madhava, Cynthia, Aaron, Stephen, Lauren, Eddie, Justin, Michele, Michelle and Lisa: Madhava is "very open to us experimenting with larger and/or more prominent snippet formats, especially in cases like this where there's a clear outcome we can measure".

TO RECAP
Cynthia wants to run a S2D snippet for Rocket in Indonesia that has just 1 scene and a larger size (the existing S2D template has 2 "scenes"), which requires a new snippet template be created. 

The new 1 scene S2D snippet template will only be used for important product release, and the snippet's run-time will be limited because users don't want to see the same product news everyday. 

The new 1 scene S2D snippet template will run after August 8 because A/B testing for Rocket's naming and logos for Google Play Store is happening right now, and there won't be any owned or paid media to drive installs for Rocket until then. 

WHAT'S NEXT
Eddie will work with Aaron and Stephen on the template design.

Cynthia will communicate with Aaron and Stephen to learn more about other snippet approaches and in-product communication channels.

Michelle will file a bug under the "Activity Stream: New Tab" component on Bugzilla, and flag Aaron in it so he's in the loop.

AFTER THAT
Snippet template work (code, development, QA)

Snippet service work (make template available in the snippet service)

Cynthia or Eddie submit a snippet submission form: https://mzl.la/snippet-submit-form

Michelle will schedule, program and publish snippets with the new 1 scene S2D snippet template for Rocket in Indonesia

EXPECTED OUTCOME
The number of downloads of Rocket in Indonesia driven by the new 1 scene S2D snippet template breaks all records. Mozillians cheer!

Please chime in with corrections to this plan

Comment 5

[elin]

Let me recap the latest discussions here.


We are working with UX team on something in-between the half-jimmy snippet and the simple snippet.
The goal is to have a better-conversion S2D snippet that's not just one-off use.
Once we have confirmed the final snippet designs, I will let you know and then we can start from there.  

Thank you for your help and apologies for making this snippet request so complicated.

Comment 6

[elin]

Hi Michelle,


We just got back from Aaron with the larger-format S2D template design:
https://mozilla.invisionapp.com/share/3VN4EFO69HD#/screens/310338974_Firefox_Rocket_Snippet_Campaign
Can you file the bug and proceed the snippet template work with this?

Note that we would like to remove any hyperlink that goes to Google Play,
since from our previous experiments, 
desktop to mobile conversion doesn't work with the link 
since people don't know they can install Android app from desktop website.
Email the download link is currently the best way to do this.

Our target launch date is 8/13 before Asian game (starts 8/16).
Since the schedule is tight,
I'll submit the snippet form shortly so that we can work on snippet copies in parallel.


Thank you!

Comment 7

[Michelle Anderson]

Thanks, Eddie! 

Design looks great. And thank you for submitting a snippet request via the form.

Is this what you meant by removing the hyperlink that goes to Google Play?

https://drive.google.com/file/d/1VR22h9tTMA62g50eJ8XZZtzVqZW6em5x/view

As for your tight schedule, I'll find out from Fx engineering which team will will be building it and how long it might take to build it, and what else we might need to know/have to build the larger-format template.

A bug to build it to come soon.

Comment 8

[elin]

Hi Michelle,


Can you grant me access to the gdoc file?
https://drive.google.com/file/d/1VR22h9tTMA62g50eJ8XZZtzVqZW6em5x/view


Thank you!

Comment 9

[elin]

Hi Michelle,


Yes, what I mean is just like in the image doc.
Let me know if need anything else.
Also kindly let us know if any yellow/red flags in the 7 snippet brief.
https://docs.google.com/spreadsheets/d/18079aRx5DlG4JkMyF9jm9kJQujfonrMBpEQxgy9hWF0/edit#gid=1326638973


Thank you!

Comment 10

[elin]

Hi Michelle,


Just FYI that the campaign launch date might change for some reason.
Do you have any updates regarding the template implementation?
What date do you think is comfortable for the snippet to be ready?


Thank you!

Comment 11

[Michelle Anderson]

Hi Eddie,

Took a bit of time to document what should be in a bug to request a new snippet template and where to find all the necessary info, and in what order the work should be done, and by who. 


The result of that effort is this updated task list for the development of that new larger format snippet template to promote Firefox Rocket in Indonesia that you want:

- Create a Marketing Brief to file with the new snippet template request bug
- File the bug under "Activity Stream: New Tab" component with a link to the design comp approved by Aaron and the Marketing Brief
- Kate and her team, Aaron and the Rocket team create an initial design and engineering plan, decide which team will take on the project, and an estimated time to completion
- GitHub issue filed in mozilla/activity-stream to engineer new template per final design and engineering plan
- New snippet template available for use in the snippet service
- Create Rocket snippets with the new template 
- Publish Rocket snippets with the new template
- Update Rocket team's spreadsheet with snippet IDs and run dates 

Please note that the task list above is subject to review and revision by Lisa Wright and Michele Warther, and may change, but otherwise I'll be starting on it on Monday.

Question for you: Can you tell me more about how your partner's schedule affects this project so I can incorporate that info in the bug?

Comment 12

[Michelle Anderson]

Instead of a bug getting filed, an issue was filed on GitHub: https://github.com/mozmeao/snippets-service/issues/661

We previously thought we'd be building your template on the new snippet service router that's in development and working with Kate's team, but the new router won't be deployed until October, so we're tagging in Ben's team to help us.

I really feel like this project is moving in the right direction, but Ben needs to review the issue I filed and decide if his team can build it in time.

Eddie and team, please create an account for yourself on GitHub (I didn't see that you had one) and "Watch" the issue so you get emails with updates.

Comment 13

[elin]

Hi Michelle,


Got it, just subscribed on the issue.


Thank you!