699948 - Create affiliate buttons for 3.6 users upgrade campaign [Copy and Design]

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Chelsea Novak [:chelsea]]

For the 3.6 upgrade campaign we would like to create javascript-based affiliate buttons. This basically means two buttons. One that displays when a user is using an out-of-date version of Firefox and one that displays a regular download message if the user viewing the button is up to date:

Out of date Firefox User: Messaging TBD

Up to date Firefox User/or other browser: Firefox brand download message - this could even be the regular Firefox download button that already exists or a new message if we want to try something new.

We need to make some changes to the affiliates site to make this work, so if we could have copy by Nov 24 and Design by Nov 30, that would give us time to get the l10n done and the development work. 

CCing lmesa so that this is in line with the rest of the creative on this campaign.

Comment 1

[Tara (musingt)]

Can we have these echo the previous upgrade buttons?  We had made a few sets for our upgrade campaign targeting XP users after FF4 was launched.  So, basically what I'm suggesting is that the buttons would echo the existing style set we have going, and what we really need here is copy :) 

Once the copy is finalized, we can roll them into the button template and adjust the design to fit them in properly.

Comment 2

[Chelsea Novak [:chelsea]]

WFM :)

Comment 3

[Matej Novak [:matej]]

Laura, is this on hold now per your Aurora/Beta email from earlier?

Comment 4

[Laura Mesa [:lmesa] [:lvmesa]]

I've just heard back from Christian and looks like we may be waiting a week, not until Firefox 9.  I think we should move forward,

Comment 5

[Matej Novak [:matej]]

Sorry I'm asking questions so late, but these just occurred to me:

1) Do we want a different upgrade message for 3.6 users and below than for 4 users and above? Or will we hit all out of date users with the same copy?

2) Out of date Firefox users will see one message, up to date Firefox users will see another, but what about non-Firefox users? Should I make the up to date copy generic enough that it works for both Firefox and non-Firefox users? Or do we need a third state?

Comment 6

[Matej Novak [:matej]]

I'm going to go ahead and assume that we'll have two states: one for people on Firefox, but not on the current version (STATE 1); and one for up-to-date Firefox users and non-Firefox users (STATE 2). In the latter case, maybe clicking takes you different places: if you're a Firefox user, it takes you to the manifesto or something; and if you're a non-Firefox user, it takes you to the download page. 

Also, I wonder if we can use the speedometer graphic from bug 701208 for STATE 1. And since I'm drawing on the new branding work for STATE 2, maybe we should echo the new look from bug 704645.


STATE 1

Get up to speed. Upgrade your Firefox.

Surf up to 7 times faster. Upgrade your Firefox.

Be fast, flexible, secure. Upgrade your Firefox.

Stop browsing in the past. Upgrade your Firefox.

Browse in the now. Upgrade your Firefox.

Get the latest version of Firefox. Upgrade now!


STATE 2

Firefox is different by design. Learn more.

Firefox is proudly non-profit. Learn more.

Firefox is fast, flexible, secure. Learn more.

Firefox is free to innovate for you. Learn more.

The only browser that puts you first. Mozilla Firefox.

A better browser. For the greater good. Mozilla Firefox.

Comment 7

[Chelsea Novak [:chelsea]]

I think that's a cool idea, but I don't know if we can program affiliate buttons to have multiple destination URLS. This means that while we can show different download messages (state 1 vs. state 2), I *think* they still have to click through to the same place. 

Let me check with the Affiliates dev team when they're back from the holidays to be sure.

Comment 8

[Matej Novak [:matej]]

If that's the case, we'd need to slightly reword the STATE 2 buttons so it makes sense for them to click through to the download page, but I still think this is a good opportunity to share our brand message. Here's what I'd suggest (essentially just losing the "learn more" as a CTA):


STATE 2

Different by design. Mozilla Firefox.

Proudly non-profit. Mozilla Firefox.

Fast, flexible, secure. Mozilla Firefox.

Free to innovate for you. Mozilla Firefox.

The only browser that puts you first. Mozilla Firefox.

A better browser. For the greater good. Mozilla Firefox.

Comment 9

[Chelsea Novak [:chelsea]]

I think that works. Laura, what do you think?

Comment 10

[Laura Mesa [:lmesa] [:lvmesa]]

This looks really good. Thanks all.

Comment 11

[Tara (musingt)]

Pushed to Q1 (thanks Chelsea). 
Chelsea will update bug with more details on timing, and specifics around quantity/size/specs for design.

Comment 12

[Chelsea Novak [:chelsea]]

Hey all, If we could get the design on this by Jan 20 that would be great. 

Also, please choose two to have made and localized. More than that and it will crazy-making. :)


Let's go with the tall affiliates size (160x600) and the square one (300x250) - that way you can choose a maximum of 4 headline options!

Comment 13

[Tara (musingt)]

Thanks Chelsea.  But we have two states, so that's more buttons... 
LoMo, are you the decision maker here?  If you can comment with feedback that'd be great.  We'll need the selected copy strings and related quantities before we can start.  Jan 20th should be good.

Comment 14

[Laura Mesa [:lmesa] [:lvmesa]]

Ok, I'm confused: what am I choosing and how many do I get to choose?

Comment 15

[Tara (musingt)]

I'll need:

* Copy strings/states (Matej has offered options for two states)
* Sizes (Chelsea already offered two: 160x600 , 300x250
* Total quantity of buttons designed, across the choices above.

Comment 16

[Chelsea Novak [:chelsea]]

So for each "button" there are two states = so two designs for each button.

I would suggest that you pick, at most, four, but recommend you go with two.

Comment 17

[Matej Novak [:matej]]

If I understand correctly, you'll need to pick two of these (shown to out-of-date Firefox users):

STATE 1

Get up to speed. Upgrade your Firefox.

Surf up to 7 times faster. Upgrade your Firefox.

Be fast, flexible, secure. Upgrade your Firefox.

Stop browsing in the past. Upgrade your Firefox.

Browse in the now. Upgrade your Firefox.

Get the latest version of Firefox. Upgrade now!


And two of these (shown to up-to-date Firefox users as well as non-Firefox users):

STATE 2

Different by design. Mozilla Firefox.

Proudly non-profit. Mozilla Firefox.

Fast, flexible, secure. Mozilla Firefox.

Free to innovate for you. Mozilla Firefox.

The only browser that puts you first. Mozilla Firefox.

A better browser. For the greater good. Mozilla Firefox.

Comment 18

[Tara (musingt)]

Fwiw, I like these:
> 
> STATE 1
> 
> Get up to speed. Upgrade your Firefox.
> 
> Surf up to 7 times faster. Upgrade your Firefox.
> 
> Get the latest version of Firefox. Upgrade now!
> 

> 
> STATE 2
> 
> Different by design. Mozilla Firefox.
> 
> Proudly non-profit. Mozilla Firefox.
> 
> The only browser that puts you first. Mozilla Firefox.
> 
> A better browser. For the greater good. Mozilla Firefox.


Some of these strings are pretty long, so it really depends on what fits.
LoMo, let us know your preference.  

Seems like that's 8 total.  2 copy strings, 2 states, 2 sizes each.

Comment 19

[Laura Mesa [:lmesa] [:lvmesa]]

I Like:

> STATE 1
> 
> Get up to speed. Upgrade your Firefox.
> 
> Surf up to 7 times faster. Upgrade your Firefox.


> STATE 2
> 
> Different by design. Mozilla Firefox.
> 
> Fast, flexible, secure. Mozilla Firefox.

(In reply to Matej Novak [:matej] from comment #17)

Comment 20

[Tara (musingt)]

Great, thanks.  We'll attack this in Q1.

Comment 21

[Chelsea Novak [:chelsea]]

Hey all, 
Just wanted to get this on your radar again. The functionality will be done in the next month or so. Can we get started on the designs?

Comment 22

[Laura Mesa [:lmesa] [:lvmesa]]

Would be cool to stick with the designs we have in https://bugzilla.mozilla.org/show_bug.cgi?id=708329

Comment 23

[Chelsea Novak [:chelsea]]

Hey Laura, 

What are the destination URLs for each state?

Thanks!
C

Comment 24

[Laura Mesa [:lmesa] [:lvmesa]]

> STATE 1
> 
> Get up to speed. Upgrade your Firefox.
> 
> Surf up to 7 times faster. Upgrade your Firefox.

Destination URL would be http://www.mozilla.org/firefox/speed/


> STATE 2
> 
> Different by design. Mozilla Firefox.
> 
> Fast, flexible, secure. Mozilla Firefox.

Destination URL would be http://www.mozilla.org/firefox

Comment 25

[Chelsea Novak [:chelsea]]

^5 thank you.

Comment 26

[Tara (musingt)]

Hey guys, friendly ping here to see where things stand.  I had this due on 1/20, not sure what the status is though.  Can someone let me know what the next steps are?

Comment 27

[Chelsea Novak [:chelsea]]

Hey there, 
I believe we're waiting on design.

Cheers, 
C

Comment 28

[Ty Flanagan]

Attachment: FFx 3.6 Affiliate Upgrade Banners

Thanks for being patient on this. Apologies for the long wait too.

Comment 29

[Chelsea Novak [:chelsea]]

They look great Ty. Thank you. I'll start a l10n bug for Rhonda and we can get the PSDs for these then.

Comment 30

[Ty Flanagan]

Attachment: FFx 3.6 Affiliate Upgrade Banners - EN PSDs

Comment 31

[Ty Flanagan]

Attachment: FFx 3.6 Affiliate Upgrade Banners - EN PSDs

Needed to make an adjustment to the PSDs

Comment 32

[Ty Flanagan]

Attachment: FFx 3.6 Affiliate Upgrade Banners - PNGs

Re-exported PNGs based on the changes to the PSDs