Closed Bug 642632 Opened 14 years ago Closed 14 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: 14 years ago
Resolution: --- → FIXED
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