630422 - Create copy for Facebook badges campaign

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[William Reynolds [:williamr]]

We'll need some copy for the Facebook badges campaign. The bulk of the content will be on the custom tab and there might be some copy on the badges and promos on mozilla.com. 

Content areas:
- Up to four different badge designs (minimal, if any)
- Custom tab with Firefox 4 messaging, download call to action, and info about badges campaign (a few 1-2 sentence paragraphs)
- First Run / What's New page promos (minimal, if any). Whether or not we have promos on these pages is still being discussed.

Direction: Given that this is a Facebook campaign, we'll want to keep the copy fun and fairly informal but still informative. However, we'll still want the calls to action for downloading Firefox 4 and unlocking your badge to still be pretty strong, and they can have the feeling of being part of a large movement/celebration/event.

Timing: We'll want to wrap up the copy by February 11th so we can have the initial implementation ready on February 15th.

Examples of our other custom tabs:
https://www.facebook.com/Firefox?v=app_4949752878
https://www.facebook.com/Firefox?v=app_7146470109

Comment 1

[Tara (musingt)]

Thanks William.  

Just to add a few additional notes here:

* I'm hoping Matej can help with this, but I have to check availability and get back to you. 

* While we want the copy to be friendly and fun, we have to keep l10n in mind.  So, either we tone down the colloquialisms, or simply create alternate versions that would be easier to translate.  We'll have to see what works best given the time we have.  

* Copy on the badge design itself is very minimal... and needed asap.  A good reference is the Download Day badges... which were relatively easier to do since the campaign was simply called "Download Day".  But the badge will have the Firefox logo, some reference to Firefox *4*, and ideally a word or two around the "download" action and the merits of the badge - but we may be fine without it depending on the badge design.  DD badges for reference: http://musingt.com/?p=17

* I'm not aware of other areas on mozilla.com where we might promote the badges.  But it was my understanding that even if we don't get 100% of the FR/WN exposure, we'll get at least a partial percentage of the impressions.  Right?

* We'll also need copy that goes into the "description" field of the FB share box.  For example, when you share a youtube video, there is a default description of the video included, along with a header, etc.  So, we'll need copy support for those as well. 

* The Custom Tab will mimic the existing mozilla.com/firefox download page + include additional language around the badges campaign.  I think we'll need to think through the content first and identify areas that need copy.

Comment 2

[William Reynolds [:williamr]]

(In reply to comment #1)
> * I'm not aware of other areas on mozilla.com where we might promote the
> badges.  But it was my understanding that even if we don't get 100% of the
> FR/WN exposure, we'll get at least a partial percentage of the impressions. 
> Right?

Sorry for the confusion here. When I wrote mozilla.com promos, I was referring to the First Run/What's New pages. It's not a definite that we'll get a partial percentage of impressions yet, but I'd say it's likely. I think we'll have that figured out by the end of this week.

Comment 3

[Tara (musingt)]

Matej is on board to help us crank through these.  We'll sync up at the end of the week or meet on Monday to discuss next steps and walk through the project.  Thanks.