808584 - [Social APICampaign] Custom Fx download page reflecting social api (copy + design)

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Laura Forrest]

User Story: Jim hears about Facebook Messenger for Firefox from a snippet and intrigued, he clicks through to a Facebook Tab that tells him he needs to upgrade his version of Firefox before he can use this feature. 

He clicks the "Upgrade" button and lands on the page we're creating now. It shows him a cool product shot of the Messenger in action, and contains related copy. He clicks the "download" button (can this say "Upgrade" for these people?) and his Firefox is upgraded to the latest version (at this time, Firefox 17). 

It then automatically shows him the What's New page and gives him a button to click that sends him to the Facebook hosted page where he can activate the Messenger.  


This Bug: Create the page Jim landed on enabling him to upgrade his browser in one click. Note that we'll also want to use this page, or a similar new page, for non-Firefox users with a button that says "Download" instead of "Upgrade" 

Creative Options to Explore: 
1. Would be cool to use the 'Facepile' functionality on this page to some extent that helps position Firefox as a Social browser by showing custom social content that may be relevant to the person visiting this page

2. Just change the Copy and main product Graphic, and don't use the Facepile option

Copy Direction:
- Headline and copy should focus on the Messenger for Firefox feature
- Should sync with the messaging on the Facebook Tab and the rest of this campaign
- should be oriented towards this "upgrade" user experience since this will be the majority of users at this time

Graphic Direction:
- Show the Facebook Messenger for Firefox feature in action

URL: This will live on a new unique landing page like www.mozilla.org/firefox/facebook and is not meant to replace the content on our current main download page www.mozilla.org/firefox/new

Comment 1

[Laura Forrest]

Attachment: Facepile rough example -- on a old page

Comment 2

[Laura Forrest]

Update: Kristin would like to land her ad traffic on this new page. Those users would not yet be on Firefox. So let's make sure this message speaks to both current and new users. 

Also -- Chelsea: can we make sure we get this localized into our 5 main locales? Those are: en-US, pt-BR, ml, es_ES, es_AR and es_MX

I'll also update the implementation bug with those details.

Comment 3

[Kristin Baird]

Thanks Laura.

Just one thing I want to make sure is clear. On the advertising we won't know if the people coming there from ads will be on Firefox or not. They might be on Firefox, but they might not be on Firefox 17 or they might not be Firefox users at all.

Comment 4

[Chelsea Novak [:chelsea]]

Laura, 
If we have the final content for string freeze by tomorrow EOD PT, then yes.

Comment 5

[Matej Novak [:matej]]

I have a few questions about the direction of this page. Might be easier to discuss in person, though. Can we catch up on this at some point today?

Comment 6

[Kristin Baird]

Would love that. I am free most of the rest of the day (12:30-1:00 doesn't work) let me know when you guys are ready to chat and I'll pop on over.

Comment 7

[Matej Novak [:matej]]

COPY!

Firefox, now with Facebook Messenger

• Chat while you browse

• See new updates instantly 

• Make browsing more social

[DOWNLOAD BUTTON]

Then go to Facebook to turn on Messenger for Firefox

Comment 8

[Laura Forrest]

+1 to copy. 

We're ready for graphics now. Tara -- please unleash the "Ty."

Comment 9

[Kristin Baird]

fyi, we are going to send traffic from Google SEM to this page. FB traffic will go to the FB tab.

Comment 10

[Tara (musingt)]

Ty will be unleashed on this page tomorrow.  Thanks!

Comment 11

[Ty Flanagan]

Attachment: Social API - Firefox Download Page

Comment 12

[Ty Flanagan]

PSD here:
https://www.dropbox.com/s/nvp2bqfpc39mn6n/SocialAPI_DownloadFirefoxLanding.psd.zip

Comment 13

[Matej Novak [:matej]]

Copy for alternate state of this page for Firefox 17 users (all copy stays the same except the button copy and we'll remove the line below the button):


Firefox, now with Facebook Messenger

• Chat while you browse

• See new updates instantly 

• Make browsing more social

[BUTTON COPY:] Get started with Facebook Messenger »

Comment 14

[Matej Novak [:matej]]

Sorry, new update (headline and button text). It should actually be:


Facebook Messenger for Firefox

• Chat while you browse

• See new updates instantly 

• Make browsing more social

[BUTTON COPY:] Visit Facebook to turn it on »

Comment 15

[Ty Flanagan]

Here is the PSD for FFx 17 users:  
https://www.dropbox.com/s/0ti4qukvi0dikyg/SocialAPI_DownloadFirefoxLanding_fx17users.psd.zip

Comment 16

[Tara (musingt)]

Closing this out.

Comment 17

[Laura Forrest]

For clarity -- final copy is in Comment 7, final creative mockup is in Comment 11. 

We've created two versions of this page but are only implementing one, the dark blue version with the download button targeted at users not yet on Firefox 17, since they will be the majority of users at this time.

Comment 18

[Ty Flanagan]

I have made a small edit to the hero graphic which Tara's sharp eyes caught this morning :)

The magnified area of the screenshot does not match the transparent chrome of the hero graphic. Please grab the PSD from dropbox again and update the version used in implementation.

https://www.dropbox.com/s/nvp2bqfpc39mn6n/SocialAPI_DownloadFirefoxLanding.psd.zip