818914 - [Flicks] Promotional images for Firefox Flicks Facebook posts x5

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Chelsea Novak [:chelsea]]

Due date: First one due Jan 11, 2013 - other dates to be added as the promotional plan through 2013 is finalized with dates.

Size 403x403

Once we have finalized the content for the launch post we'll add it here.

Comment 1

[Tara (musingt)]

assigning to Matt, adding Lee as consultant.

Comment 2

[MT]

Attachment: FB_post_403x403

Comment 3

[Tara (musingt)]

Looks great to me!  Thanks Matt

Comment 4

[Chelsea Novak [:chelsea]]

Hey Matt and Tara, 

Thanks so much for this. I actually think this graphic would work best for what we're asking the reps to share as a graphic (so we can close that one out :)) 

Carmen and I were looking at the graphic created for the landing page, which we really liked and thought that if we modified that graphic for Facebook (maybe using the "Bring the small screen to the big screen" line) it would perform well. Could we get that graphic by Feb 1? That way we have it for R2. 

Matej is going to try to get some photos during the video shoot that we may be able to adapt for the subsequent consumer/regional posts.

Sound good?

Comment 5

[Carmen]

+1 to Chelsea. 

We want to make sure that we're posting graphics on Facebook that people would actively want to share or like. (It's always a fun game with social.) That graphic on the landing page would perform better, and along with consideration of the tagline, I also like the tease "can you do better?" Issue a challenge!

Comment 6

[Tara (musingt)]

Ok, thanks.  Please be sure the appropriate direction is in the bugs then :) otherwise we may be wasting cycles on design.  So which bug can we close with this, this one: https://bugzilla.mozilla.org/show_bug.cgi?id=818915 ?

So, can you please clarify scope and deadlines for this bug? I see "x5" in the title, how many graphics would you like, by when, and with what content/CTA direction?  Thanks :)

Comment 7

[Chelsea Novak [:chelsea]]

Yup, that's the bug to close. 

And that's completely my mistake to have not given clearer direction sooner. I'd actually like to wait until after R2 to do the other graphics. We'd like to see how these graphics perform and see if any good images come out of the video shoot. 

Also, we're waiting on the final schedule of film festivals and that will dictate when we need those graphics. Most importantly for your team, we don't need them until after MWC. I will update once it's been locked down and we have more data.

For now, just the second graphic based on the landing page collage for Feb 1. Thank you!

Comment 8

[Tara (musingt)]

Ok, thanks.  Matt, please ping if you have any questions.

Comment 9

[MT]

I think I got it, so one more 403x403 post based on the layout I did for the FB cover art? ie using that copy as well as some of the other elements like the 'hint' of image collage ?

Comment 10

[Chelsea Novak [:chelsea]]

Hey there. It should mostly be the collage, like it is on the dev site. And the copy "Bring the small screen to the big screen" would be great. 

Thanks so much!
C

Comment 11

[MT]

Attachment: FB_post_403x403_v2

Comment 12

[Carmen]

Comment on attachment 699468 [details]
FB_post_403x403_v2

Hey there,

I think this is looking better, but the text is obscuring the collage so much. 

Could we try something like this?
https://www.facebook.com/photo.php?fbid=10151373905480429&set=a.448203185428.240338.106270215428&type=1&theater

Maybe one block could have the text "Bring the small screen to the big screen" and another block could have more text to make it more sharable, more actionable, like "Can you beat last year's winner?" or something like that. There needs to be some kind of actionable language. Maybe it's "Can you bring the small screen to the big screen?"

I'm just trying to make sure the graphic doesn't look like an ad. Since it's a Facebook graphic, we want to encourage shares and likes. 

I'd also leave out Ed Norton's face in the collage. That makes it seem more ad-like to me. Plus, it's a bit out of place. 

If we need a brainstorm call, let me know. Happy to do it.

Comment 13

[Matej Novak [:matej]]

Hi Carmen,

The diagonal text box is following the style we've come up with for our various promos, so I think we should keep it for consistency. There's probably still a way to reveal more of the collage, but we shouldn't stray too far from what we're doing elsewhere.

As for copy, I thought this would be accompanying a post that would have that kind of language in it. This also seems to follow the example you shared, but would it help if the line said "Help us bring the small screen to the big screen"?

Otherwise, could you provide a little more direction as to what you'd like it to say? We had language around doing better than last year's winner early on, but we've moved away from that.

Comment 14

[John Slater]

+1 for keeping the diagonal.

Comment 15

[Carmen]

Thanks Matej, Maybe making the diagonal text box smaller would help. I understand not wanting to stray too much, but I want to make sure we're not putting up a Facebook graphic that will flop, either. :) Happy balance in there somewhere, I'm sure.

We've been trying, with the graphics, to have the graphic "do the talking". When it's shared, the graphic is the main visual, the accompanying text gets buried. (It's still there, but under the graphic, instead of above where it would be seen) That's why I'd like the graphic to have some kind of actionable or sharable feature on the graphic itself. 

I'm open to text suggestions. This campaign is so hard, we ran into this last year as well. Wide net, niche market. How do we blend them effectively? That's the game. :) 

Thoughts to kick us off:
"Can you bring the small screen to a big screen near you?"
"Coming soon to a big screen near you - YOU! Find out how."

I like the tagline fine, but it needs something else, I think.

If I had no idea what Flicks was, why would this image make me stop and look/share/like?

Comment 16

[Winston Bowden]

Hi all - 

Carmen and I chatted briefly this morning.  Have a few comments.

Design looks great, but we both feel like there needs to be a stronger CTA in the graphic. There will be copy accompanying the image, but when people share, that copy gets pushed down and minimized.

So essentially what we're asking for is a stronger CTA in the graphic.  Possible CTAs to mold into copy:

- watch last years winner and submit your own 
- top last years winner

You get the idea. 

Let us know if we can help.

Comment 17

[Matej Novak [:matej]]

Thanks Carmen and Winston, that direction is very helpful. Since there's a bit more time on this, I'll probably put it aside for now, but I'll continue to think about it and send some options soon.

Comment 18

[Lizz Noonan - she/her (:lizzn)]

Feedback from Creative review:

- The collage needs to be updated (minus Edward pic, etc)

- Messaging to be updated

Comment 19

[Matej Novak [:matej]]

(In reply to Lizz Noonan from comment #18)
> Feedback from Creative review:
> 
> - The collage needs to be updated (minus Edward pic, etc)
> 
> - Messaging to be updated

These are actually not final. I'll be revisiting the messaging here for the Feb. 1 deadline.

The assets created here are being used for bug 818915 instead and I've indicated that the copy needs to change there. Please update that bug with further direction if necessary (i.e. the image change request).

Comment 20

[MT]

Attachment: FB_post_403x403_shareableGraphic

Here is an example of a sharable graphic for FB based on Matej's latest copy.

Comment 21

[Matej Novak [:matej]]

Thanks Matt, though I don't think we should be using that subhead without a wordmark or otherwise naming the contest. We should go with one (or both) of the following combinations:

You're the director. Mobile is the star. 
Firefox Flicks

Firefox Flicks
A global video contest about the power of mobile

Thanks!

Comment 22

[Carmen]

Hi all,

Regarding Winston's and my comments above, this graphic is still not there yet. We want to post something that will help get the most eyeballs possible on Flicks, but we have the data from last year showing how these kind of messages don't do that at all. Taglines aren't actionable. It's all about engagement.

Plus, the message is much too niche. W. and I spoke again and we really think this needs to have some kind of "watch" message, to the Flicks page (which I think has a winner from last year? Or a new video?)

Right now, we're casting a net to 13 million people to get only a people to participate - Tobi reported last year that there were only a teeny amount of people that came through Facebook. We need to cast a net that appeals to 13 million people PLUS the niche that will enter after watching.

Can we please try a watch CTA? I'm not even sure I understand that Matej is finished with the copy direction?

Comment 23

[Winston Bowden]

+1.  Watch CTA or an enter a video CTA.

Comment 24

[Matej Novak [:matej]]

Sorry all, things got a bit confused here. Hopefully I can clarify:

The asset posted in comment 20 (with slight revisions) will be used by Chelsea for bug 818915. We kept the creative and conversation going here because this is where Matt originally posted the files.

I'll still be coming up with new messaging (and perhaps other creative) options for the Feb. 1 deadline and beyond.

Comment 25

[Chelsea Novak [:chelsea]]

Yes, Carmen, this is for the community assets, not for the Facebook graphic. We're just tracking them in the same bug because of some earlier confusion.

Comment 26

[Tara (musingt)]

This bug has gotten a little confusing, sorry about that.  I'm assigning two deadlines for now P1 and P2.  Lets revisit once we deliver on the initial asset and see if we need to fork this into another bug for the rest, for sake of sanity. Thanks all.

Comment 27

[MT]

Link to FB posts:
https://www.dropbox.com/s/9mayivfmm6j615e/FB_posts.zip

Comment 28

[Chelsea Novak [:chelsea]]

Thanks Matt! That'll work great for my needs. 

Tara do you want to fork this to a new bug for the P2 or just continue here. I believe the next step is copy/creative ideas.

Comment 29

[MT]

Attachment: FB_post_403x403_v3_FINAL

Comment 30

[MT]

Attachment: FB_post_403x403_v4_FINAL

Comment 31

[MT]

Attachment: FB_post_403x403_v5_FINAL.jpg

Comment 32

[Tara (musingt)]

Chelsea, if you don't mind I suggest we fork and start clean to avoid confusion.  is that okay with you?  I'll close this... let me know how I can help.  thanks so much.

Comment 33

[Chelsea Novak [:chelsea]]

okay, will re-file tomorrow.

Comment 34

[Lizz Noonan - she/her (:lizzn)]

Hi Matt,

We would please like you to lay out the below translations of the Flicks Facebook graphics, so that our LATAM communities can post Flicks posts to Facebook. I've also reopened the Facebook cover photo bug for the same reason. There will be two graphics for each English graphic - one in Spanish and one in Portuguese. 

Would it be possible to get them as .pngs by the end of the week?

Please LMK if you have any questions. Thanks so much!

Translations are as follows:

1.
en-US:
You're the director.
Mobile is the star.
--
pt-BR:
Você é o diretor.
Mobile é a estrela.
--
ES
Tú eres el director.
Móvil es la estrella.

2.
en-US:
A global video contest about the power of mobile.
--
pt-BR:
Uma competição de vídeo global sobre o poder mobile.
--
ES
Un concurso global de vídeos acerca del poder de móvil

Comment 35

[MT]

Hi Lizz, I shouldn't have a problem getting them to you before end of week. Want to clarify which version I should be basing these off of...is it the v5 one posted in this bug?

MT

Comment 36

[Lizz Noonan - she/her (:lizzn)]

Versions 3, 4, and 5. So there will be 6 total - one of each in both Spanish and Portuguese.

Thanks!
Lizz

Comment 37

[MT]

Attachment: FB_post_403x403_v3_pr

Comment 38

[MT]

Attachment: FB_post_403x403_v4_pr

Comment 39

[MT]

Attachment: FB_post_403x403_v5_pr

Comment 40

[MT]

Attachment: FB_post_403x403_v3_sp

Comment 41

[MT]

Attachment: FB_post_403x403_v4_sp

Comment 42

[MT]

Attachment: FB_post_403x403_v5_sp

Comment 43

[Lizz Noonan - she/her (:lizzn)]

Thank you Matt - they look great!

Comment 44

[Chelsea Novak [:chelsea]]

Closing this for now. I will open a fresh bug for future flicks Facebook graphics.

Thanks all!