Closed Bug 642632 Opened 13 years ago Closed 13 years ago

Fx4 upgrade DIRECT campaign - copy for new Download Pages

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
x86
macOS
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: jane, Assigned: tshahian)

References

(
URL
)

Details

As Firefox launches it is important for us to reach Fx 3.6 users and get them
to upgrade to Fx 4 as soon as possible. 

We're creating a direct marketing campaign that connects with Fx 3.6 users
directly at all touch points Mozilla controls with segmented messages, and
drive traffic to specially created download pages which continue the segmented
message and CTA to download Firefox 4.

Use-case: 
A Fx3.6 user sees CTA from a snippet about Firefox 4 being the best browser for
online gaming.  They click the CTA and are taken to a unique download landing
page (a version of: http://www.mozilla.com/en-US/firefox/), which contains
specific visuals and messages that directly speak to an online gamer.

Content:
All content style should mirror our existing product and branding treatment.


Please read the campaign planning doc for more information:
https://docs.google.com/document/d/1lzTXlUJXGtdzvgTPXttTjVFGqTRkhQlQKpv738DydYI/edit?hl=en&authkey=CO6v1-UL#


Timing:
To go live is 2-3 weeks after Firefox 4 GA. 


Messaging:
CTA’s will *sell* Firefox 4 to the user in terms of what they like to do on the
web and how Fx4 will make it better. Note: we are not looking to classify
society segments, but rather appeal to the types of things individuals do on
the web. Furthermore, when I say sell, I mean in a human, authentic and Mozilla
kind of way -- but perhaps a bit more directly than we've done previously. We
really want folks to understand the value proposition that Firefox will make
things they do on the web better.
Mayumi and I have started to flesh out the segments - this information is being
gathered here:

http://etherpad.mozilla.org:9000/fx4-upgrade-segments

What do we need from you? 
In this bug I am looking for revised copy for this page which specific for each segment in the etherpad.

Copy to revise is:

Mozilla Firefox

Your web, the way you like it:

    high performance
    easy customization
    advanced security
 
Try the new Firefox 4 Beta! Free download.
URL: http://www.mozilla.com/en-US/firefox/
Blocks: 642954
No longer blocks: 642954
Depends on: 642954
Here's the copy for these for the first five segments. In a few cases I created a few alternate lines, as you'll see.


Casual Online Gamers

Mozilla Firefox
Made for the way you play:

More speed
Better graphics
Less crashing

Download Firefox 4 here.


Social Media Lovers

Mozilla Firefox
Made for sharing:
(ALT: Made with your social networks in mind:)

Improved tab functions
Easy customization
Loads of add-ons

Download Firefox 4 here.


Music and Video Streamers

Mozilla Firefox
The future of music & video on the Web:
(ALT: The eyes and ears of the modern Web:)
(ALT: See & hear the modern Web:)

Increased speed
Improved graphics
Less crashing

Download Firefox 4 here.


Web Worker

Mozilla Firefox
Make work your plaything:

Increased speed
Improved tab functions
Easy customization
(ALT: Productivity boosters)

Download Firefox 4 here.


Email

Mozilla Firefox
Stay in touch with the modern Web:

Improved tab functions
Easy customization
Advanced security

Download Firefox 4 here.
Mayumi -- would you be OK to read through from the product side please? Shall I also add Laura M and Caitlin?

Matej, on the "Music and Video Streamers" same comment here from the snippet bug on broadening the audience to consumers of all rich content. Looking at changing the header here from "The future of music & video on the Web:" to something new. 

thanks!
I borrowed some language from the new snippets I created for this. Let me know if it works better now.


Music and Video Streamers

Mozilla Firefox
Stay up to speed with your Web:
(ALT: Stay in the know with the modern Web:)

Increased speed
Improved graphics
Less crashing

Download Firefox 4 here.
Blocks: 643618
Not sure how "Stay up to speed with your Web:" relates to Music and Videos.  And for graphics, instead of "improved" maybe "smooth" or "uninterrupted"
For "Web Worker", not sure what "plaything" is and also "plaything" has negative connotations.  Also, instead of "improved tab functions" something like "Easy access to tabs".  "Easy customization" seems too general and not sure how it relates to productivity.
For "Casual Online Gamers", "better graphics" seems kine of weak, maybe "3D graphics" or something that speaks to it's coolness, think Flight of the Navigator in terms of "next gen graphics" or something along those lines.
For "Social", "Improved tab functions" is too general and the immediate value isn't clear to me.  So something like "Create a permanent place for sharing" (too long) but gives a better definition of App Tabs.  "Easy customization" also seems to general so maybe add a qualifier e.g., "Customize to share faster" or "Customize to always stay on top of the latest.  "Loads of add-ons" doesn't relate to social without a qualifier.
(In reply to comment #5)
> Not sure how "Stay up to speed with your Web:" relates to Music and Videos. 

This category was expanded to include people who stay up to date with blogs and rich media sites, which is hard to define in a headline, so I made it more general.

Our snippet for this category is "Watch, listen, learn, read — do it all with Firefox 4. Upgrade now!"

So a couple of other options:

Mozilla Firefox
Watch, listen, learn & read on the modern Web

Mozilla Firefox
Do it all on the modern Web

I'll put the rest of the changes into a separate comment.
For comment 9, that seems like a big expansion and none of those options really mean much to me since they don't explain the value of the modern Web on reading, watching, learning and listening.  Sorry
(In reply to comment #10)
> For comment 9, that seems like a big expansion and none of those options really
> mean much to me since they don't explain the value of the modern Web on
> reading, watching, learning and listening.  Sorry

Can I get some more direction on this segment before I try to revise further? Thanks.
Mayumi - I had broadened that segment as we already have quite a few early adopter type of messages (Social / Gaming). With the update coming quickly, I wanted to see us have a broader message toward consumption (in the nicest possible way) that would speak to that long tail audience.
Here's the complete list again, with revisions. There are two complete options
for Social Media Lovers, and I've left the options for Streamers in there, but
I can fix that up. Just wanted to see if anything rang truer when you see the
three bullet points with the headline.


Casual Online Gamers

Mozilla Firefox
Made for the way you play:

Increased speed
Advanced graphics (ALT: Next generation graphics)
Less crashing

Download Firefox 4 here.


Social Media Lovers

Mozilla Firefox
Made for sharing:

Create dedicated tabs for it
Customize to make it faster
Get add-ons that make it easier

Download Firefox 4 here.


Mozilla Firefox
Made for your social networks:
(ALT: Made with your social networks in mind:)

Create tabs just for sharing
Customize for faster sharing
Get add-ons for easier sharing

Download Firefox 4 here.


Music, Content and Video Streamers

Mozilla Firefox
Stay up to speed with your Web:
(ALT: Stay in the know with the modern Web:)
(ALT: Watch, listen, learn & read on the modern Web:)
(ALT: Do it all on the modern Web:)

Increased speed
Uninterrupted graphics
Less crashing

Download Firefox 4 here.


Web Worker

Mozilla Firefox
Works harder so you don’t have to:

Increased speed
Easy-to-access tabs
Productivity add-ons

Download Firefox 4 here.


Email

Mozilla Firefox
Stay in touch with the modern Web:

Improved tab functions
Easy customization
Advanced security

Download Firefox 4 here.
I'm going to take Mayumi's guidance here as it involve product.
Mayumi - based on our hallway conversation. Lets go back to using the video / media streamers as a segment. This will work better for SEM rather than the 3.6 direct audience
Just chatted with Mayumi. Here's what we came up with for these:


Casual Online Gamers

Mozilla Firefox
Made for the way you play:

Increased speed
3D graphics
Even more reliable

Download Firefox 4 here.


Social Media Lovers

Mozilla Firefox
Made for sharing:

Create tabs just for sharing
Customize for faster sharing
Get add-ons for easier sharing

Download Firefox 4 here.


Music and Video Streamers

Mozilla Firefox
The future of music & video today:

Increased speed
Advanced graphics
Improved reliability

Download Firefox 4 here.


Web Worker

Mozilla Firefox
Works harder so you don’t have to:

Increased speed
Easy-to-access tabs
Productivity add-ons

Download Firefox 4 here.


Email

Mozilla Firefox
Staying in touch is easier than ever:

Easy-to-access tabs
Effortless customization
Advanced security

Download Firefox 4 here.
Sounds super both. Thank you for working on these. 

Tara -- this is good to go for S.O. now. 

thanks again all for making this happen so quickly.
I'm guessing we're going to need copy for the remaining segments for Phase II. A couple of questions before I dive back in: Are the segments in the etherpad still accurate? And when do you need them by? Thanks!
Actually Matej and Tara - I think we can close this bug out. Greg and I are going to work on the l10n version of this campaign as a Phase II. I think we're good for now and we'll file a new bug if needs be. thanks for all your help here!
Status: NEW → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
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