649330 - Fx4 upgrade DIRECT campaign - localize copy for Fx 3.6 snippets

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Gregory Jost]

(was not sure if the product / component combo is not the right one - let e know if this isn't the case)

> About the Fx4 upgrade DIRECT campaign (Jane's brief)
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 landing pages (see 649073) 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 (see 649073), which contains specific visuals and messages that directly speak to an online gamer.


> Content to translate:

1. Gamer
- Copy: "Firefox 4 has the performance for some serious gaming fun. Upgrade now!"
- See snippet visual here: http://intothefuzz.com/leetom/Upgrade/Snippets/gamers_snippet_fox.png

2. Email:
- Copy: "Upgrade to Firefox 4 and stay connected to your email with App Tabs." 
- See snippet visual here: http://intothefuzz.com/leetom/Upgrade/Snippets/messager_snippet.png

3. Webworker:
- Copy: "Upgrade to Firefox 4 and get productivity boosters like Panorama and App Tabs."
- See snippet visual here: http://intothefuzz.com/leetom/Upgrade/Snippets/webworker_snippet.png

4. Social Media Lovers:
- Copy: "Upgrade to Firefox 4 and organize your social networks with App Tabs."
- See snippet visual here: http://intothefuzz.com/leetom/Upgrade/Snippets/socialmedia_snippet.png

5. Music, Content & Video Streamers:
- Copy: "Watch, listen, learn, read — do it all with Firefox 4. Upgrade now!"
- See snippet visual here: http://intothefuzz.com/leetom/Upgrade/Snippets/mediastreamer_snippet.png

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


> Timing
April 26

Comment 1

[Pascal Chevrel (relman team) -> :pascalc]

This one needs syncing with other snippet needs for next month, we can only have 5 snippets on rotation for a given month on google hosted pages.

Comment 2

[Gregory Jost]

Can you at least get started with: work, social media and media/streaming?

Comment 3

[Gregory Jost]

Laura, what exactly is our time window to publish these snippets? When do you need to send them to Google? Also, if we miss this train, when is the next one?

Comment 4

[Laura Forrest]

To take a step back, we're running some of these snippets now and some convert a lot better than others. Can we apply those learnings here? Second, Pascal is right, we can only run 5 at a time, and they'll need to be prioritized against the current snippets running which shouldn't be a problem since Jane helps out here and can speak to that. 

That said, since Pascal is going away I suggest giving these to the localizers now, and then later finalizing which pieces go live with the May snippet changes through Google. Final assets for those will be needed by 5/18.

Comment 5

[Gregory Jost]

Thanks Laura. Can you provide updated stats on how the snippets are currently performing? I agree we should apply en-US learnings but would love to have an opportunity to test all of them to check if en-US and other locales are in sync. This too is an interesting learning opportunity for me.

Happy to discuss more when we cross that bridge.

Comment 6

[Laura Forrest]

(In reply to comment #5)
> Thanks Laura. Can you provide updated stats on how the snippets are
> currently performing? I agree we should apply en-US learnings but would love
> to have an opportunity to test all of them to check if en-US and other
> locales are in sync. This too is an interesting learning opportunity for me.
> 
> Happy to discuss more when we cross that bridge.

Sure thing - here are some primary results where you can see the conversion rates can increase by 4.5% depending on messaging. Clickthrough to see which pages convert the best. 

https://spreadsheets.google.com/ccc?key=0AlVEC0HkUTbhdDV5NWVsd1dzZDdjYUxYbzlGZVBHZEE&hl=en&authkey=CLvsn-UD#gid=0

For now we're going to run this next batch of upgrade campaigns and compare to this initial batch. From there, I suggest running with the best once clear winners from all the landing pages emerge. Stay tuned!

Comment 7

[Pascal Chevrel (relman team) -> :pascalc]

all dependencies fixed, closing