Closed Bug 922393 Opened 12 years ago Closed 12 years ago

[9 Years of Firefox] Copy and Design for One-Off email

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
All
Other
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED
Due Date:

People

(Reporter: gjost, Assigned: mternoway)

References

Details

Attachments

(6 files, 2 obsolete files)

Birthday cake photo
374.65 KB, image/jpeg
Details
9th_Bday_EN.htm
12.62 KB, text/html
Details
9Years_email - another option.jpg
294.78 KB, image/jpeg
Details
9Years_snippet_onScreen.jpg
514.99 KB, image/jpeg
Details
9Years_email_v1.jpg
297.47 KB, image/jpeg
Details
9Years_email_v2.jpg
279.41 KB, image/jpeg
Details
>> Project/Request Title: Copy and design for 9 Years of Firefox one-off email. >> Project Overview: We would like to create a simple, postcard-like email using the campaign's main visual (TBD). >> Creative Specs & Deliverables: - The email should be simple and similar to other past one-off emails such as the 3 billion add-ons email: http://view.e.mozilla.org/?j=fecb15707761027b&m=fe9915707361037e75&ls=fe4e11777c670d7f7213&l=ff6e157075&s=fe5e157872640478711c&jb=ff3213707364&ju=feb41378716d0274&r=0 - Email elements: * Main visual * Headline * Paragraph (approx. 50-65 words) * CTA (will redirect to addons.mozilla.org) >> Timeline - copy deadline: Oct 15. - design deadline: Oct 22. >> Message Headline: Happy 9th Birthday Firefox Paragraph: For 9 years, Firefox and its incredible community has been innovating for you and defending the web passionately. To celebrate this special day, our gift to you is a little Firefox fun. CTA: Activate our customized birthday experience.
Will there be new direction for this now that we're not doing the whimsy add-on?
I actually question the value of doing this email now that we're not doing the whimsy add-on. Kristin, would you be ok with cancelling it? Alternately, we need to figure out a compelling message that would justify sending an entire email on the topic.
We're definitely planning on a one off. It's a big component of encouraging social sharing and conversation. We don't have to have a fresh design. We can use our standard template, but an email is needed.
Moving this over from a dup bug. This is what Carmen submitted. We need a short and simple email to send Nov. 11 for our week-long Firefox 9th birthday celebration. Apologies for the quick turnaround (gave Matej and Troy notice already.) Copy along the lines of: Firefox is celebrating our 9th birthday with a social media party! That's 9 years of innovation and user choice, 9 years of increased security and privacy, 9 years of a better Web. Join our celebration on Facebook and Tweet us with #HappyBirthdayFirefox on Twitter. CTA: Send Firefox your birthday wishes and join our online celebration! You can: Tweet us using #HappyBirthdayFirefox (link the hashtag) Facebook: Join our Facebook party (link to Facebook post) Final copy needed Oct. 23 - let us know if that's doable.
Thanks, Winston. I'll probably keep this one and get you copy mid next week. I'll shoot for the 23rd, but let you know if I'm delayed.
Due Date: 2013-10-15 → 2013-10-23
Hi all, John and I were pinging, and he asked me to give a summary. We are still sending a 1-off email for the Firefox 9th birthday celebration. We need both copy, and a design (we can use our existing templates.) The 1-off should be really simple. For the design, we'd like to use the same image as social, or something along these lines. Photo that we're using is attached (John, I believe I showed this to you after the Nobox shoot.) Design need Oct. 27 Winston entered the copy in comment 5, but here is the need again. Copy along the lines of: Firefox is celebrating our 9th birthday with a social media party! That's 9 years of innovation and user choice, 9 years of increased security and privacy, 9 years of a better Web. Join our celebration on Facebook and Tweet us with #HappyBirthdayFirefox on Twitter. CTA: Send Firefox your birthday wishes and join our online celebration! You can: Tweet us using #HappyBirthdayFirefox (link the hashtag) Facebook: Join our Facebook party (link to Facebook post) Final copy needed Oct. 23
Attached image Birthday cake photo —
Here's what I'm thinking. Short, sweet and to the point. [HEADLINE] Firefox is turning 9! [SUBHEAD] And we're celebrating with a social media party. [COPY] On November 9, Firefox celebrates its 9th birthday. That's 9 years of innovation and choice, 9 years of increased security and privacy, 9 years of a better Web — all for you, our amazing users. Send Firefox your birthday wishes and join our online party! [CTA] Tweet using #HappyBirthdayFirefox Join our celebration on Facebook
Thanks Matej, Jess is out today, I'd like her and Winston to review. I like it. I just wonder if we shouldn't cut "send Firefox your birthday wishes" and just say "join our online party." Does asking for birthday wishes make us vain somehow? Maybe I'm over thinking. :) Also, we use "join" for the online party and celebration on Facebook. Maybe the CTA is "Celebrate with us on Facebook?" But let's wait for Jess to add her comments before we make any changes. She's back Monday.
Sounds good. Thanks, Carmen.
1) I actually love the "Send Firefox your birthday wishes and join our online party!" That way people aren't thinking they have to RSVP to a particular party - that they can wish Firefox happy bday anytime - including after the 9th. 2) Flag: On November 9, Firefox celebrates its 9th birthday. I believe we'll be sending this out on the 11th (after the bday). Is there a way to make this a little more timeless? I'm afraid to make it past tense ("Firefox celebrated its 9th birthday on the 9th). I want people to be excited about it even if they're getting the email a few days after the big day. 3) We need some subject lines and a preheader (the blurb that shows below/beside the subject line in inboxes) 4) +1 on "Celebrate with us on Facebook?" CTA langauge
Thanks for the feedback. I think the follow captures everything. Let me know if there's anything else. [SUBJECT] Happy birthday, Firefox! [PRE-HEADER] Firefox turns 9 and we're celebrating! Help us wish Firefox a happy birthday on Twitter and Facebook. [HEADLINE] Firefox turns 9! [SUBHEAD] And we're celebrating with a social media party. [COPY] This year, Firefox celebrates its 9th birthday. That's 9 years of innovation and choice, 9 years of increased security and privacy, 9 years of a better Web — all for you, our amazing users. Send Firefox your birthday wishes and join our online party! [CTA] Tweet using #HappyBirthdayFirefox Celebrate with us on Facebook
+1
Thanks Matej! This copy is almost there. I have one slight edit to make the wording even more timeless: Change: This year, Firefox celebrates its 9th birthday. To: Firefox is celebrating its 9th birthday. Are you okay with this change? Other than that, I think the copy might need to be changed/tweaked a bit with the design to make sure it visually flows with the email layout and CTAs. For example, when I was just playing with it, the current Headline looked a little too long, and I wanted to make sure that the Facebook and Twitter CTAs were at the top. So I sliced up the Pre-header for the Headline and subhead (see attached). Jen, since this is the design bug too, can you assign over to a designer? We need the final design (and copy) by EOD Thursday the 24th. Please see attached HTML for the current layout, and this PSD to adapt to make it beautiful. https://www.dropbox.com/s/361iiuzqla93kqx/FFOS_launchEmail_v2.psd It would be great to see one version with the CTAs as words and another with buttons.
Due Date: 2013-10-23 → 2013-10-24
Attached file 9th_Bday_EN.htm —
Where did the hero image in that email come from? Is it FPO?
The bday cake image? It came from a photoshoot that Carmen organized in Miami I believe. Carmen, can you confirm the origin and the rights to use the 9th bday cake photo?
Flags: needinfo?(ccollins)
Hey Jess, My only concern with the change to the subhead is that it repeats "Firefox" from the headline. That's not a big deal, though, just calling it out. And I'm OK with the change to the first line as well, as long as the subhead changes. Otherwise, it's repeating "celebrating" from the original subhead. We can figure all those details out in final design. My bigger concern is with the image, though. I was also wondering if it's final as it's using the old logo. It also doesn't seem in line with the kinds of images we normally use in our emails. I would also suggest, in the CTAs, only linking the hashtag and "Facebook," rather than those entire lines. Thanks.
Couple of problems: - it's using the old logo - I thought we were creating a 9th birthday visual to be used in all the campaign materials?
Hey Jess, We were working off final design due 10/27 as mentioned in comment 7, so not sure Thursday is going to be doable. I've assigned this over to Matt, since he'll be taking it on.
Assignee: Mnovak → mternoway
Status: NEW → ASSIGNED
Flags: needinfo?(ccollins)
Flags: needinfo?(ccollins)
Team, Re: The photo - it is a photo we have rights to use. It's from a Nobox shoot a few months ago. It was presented here as an option for email design. We were planning on using it for Facebook. It's the image that will get the most engagement. I'm fine with submitting it to creative to "fix" the logo if we can (we were trying to limit resources and make this low-touch). However, in this particular case, our analytics hold that with birthdays, anniversaries, etc. this is the image that will work on social.
Flags: needinfo?(ccollins)
And I personally really like it for email too - it gives the birthday more of a home-photo-celebration feel. And I'm curious if the new style will grab the attention of our readers a bit more since it is a different style than we normally use for email. If we can fix the logo with photoshop (or pretend it's an Easter Egg that it's the old logo), I think that will be the easiest low touch solution that has a good 9th birthday family-party feel.
Hey team, I just wanted to check in - does MT have clear marching orders for the image to use for the design that's due on the 27th? John are you good with using the photo? Is there a different image we should work with?
Hi Jess. Just so I'm clear, which image do you guys have in mind (in terms of Matt's marching orders)? He's working on a hero image and a snippet image for about:home, so if that's the thing then yes, he's on track. Otherwise, maybe not. As for the photo, I really can't sign off on it b/c of the old logo. We've worked hard to eliminate that from touchpoints as much as possible and I don't want to go back. Matt is working on the image mentioned above for about:home, so if you're open to that it's available. Otherwise, up to you.
Hey John, Question for you. Is it possible to photoshop the logo on the image? The plan was to use it on social. Jess wanted to use it here. Can we go that route?
Hi Carmen. I hate to say it, but photoshopping the real non-photographic logo onto that image at at that angle and having it look like part of the picture would be really difficult.
So do I need to open a new bug for a Facebook image?
What about this photo? Easier to photoshop? http://www.flickr.com/photos/78294107@N06/9625638048/
(In reply to Carmen from comment #30) > What about this photo? Easier to photoshop? > http://www.flickr.com/photos/78294107@N06/9625638048/ That photo is set to private. Can you change the settings on it? Thanks.
oops - yes, public now
A couple of breaking developments: - am attaching an alternate option from Matt, so you can see it. We'll probably use something like this for the snippet. - Matt (making me look bad, of course) says he probably can photoshop the logo on that picture. I'm still not a fan of that picture, but wanted to make sure you had that update.
Hi guys, following up with what John had posted for a one-off email look, here is that similar look for the about:home page graphic. The hero would appear as the logo with '9 party hat' and confetti, and the smaller 40x50px snippet would be a single slice of cake to compliment the party scene. Let me know what you think of this idea. Thanks, Matt
Hat image it is! In the future, when we have more time, we'd love to test a photo in the email vs a graphic. That'd be awesomesauce. Can someone email Jess the PSD for the template with attachment 822422 [details] ?
Hey Matt - can you put the snippet idea in the snippet bug so we make sure Winston sees, and so does Jean if she's looking at it from the wilds of Africa? I think it's good with me, but I'm not the channel owner there. :)
One quick edit for the email: is there anyway we can get CTAs for Facebook and Twitter in the subhead? This might require some copy finagling. I'd like to make sure there are links at the top of the email in addition to the bottom.
(In reply to Jessilyn Davis from comment #37) > One quick edit for the email: is there anyway we can get CTAs for Facebook > and Twitter in the subhead? This might require some copy finagling. > > I'd like to make sure there are links at the top of the email in addition to > the bottom. I thought we figured that out in your version in comment 17. Can you post that text in a comment so I can give it a final edit? Also, could one of you reply to the email I sent out (and add Jean), just so everyone is on the same page? Thanks.
Hey Matej - Carmen, Winston and I are going to sync up on Monday am PDT to talk through the email you sent to get us all on the same page. In the meantime, here's the copy from comment 17 vs. the current copy in MT's mockup. Everything is the same except for the subhead. [SUBJECT] Happy birthday, Firefox! [PRE-HEADER] Firefox turns 9 and we're celebrating! Help us wish Firefox a happy birthday on Twitter and Facebook. [HEADLINE] Firefox turns 9! [SUBHEAD v1] Help us wish Firefox a happy birthday on Twitter and Facebook. [SUBHEAD v2] And we're celebrating with a social media party. [COPY] This year, Firefox celebrates its 9th birthday. That's 9 years of innovation and choice, 9 years of increased security and privacy, 9 years of a better Web — all for you, our amazing users. Send Firefox your birthday wishes and join our online party! [CTA] Tweet using #HappyBirthdayFirefox Celebrate with us on Facebook
Attached image 9Years_email_v1.jpg —
Attached image 9Years_email_v2.jpg (obsolete) —
Thanks, all. Here are my edits based on the copy in comment 39 (I tweaked the subhead and removed the first line of copy, which was just feeling redundant). Let me know if you have any other feedback or direction. [SUBJECT] Happy birthday, Firefox! [PRE-HEADER] Firefox turns 9 and we're celebrating! Help us wish Firefox a happy birthday on Twitter and Facebook. [HEADLINE] Firefox turns 9! [SUBHEAD] And we're celebrating on <a>Twitter</a> and <a>Facebook</a>. [COPY] That's 9 years of innovation and choice, 9 years of increased security and privacy, 9 years of a better Web — all for you, our amazing users. Send Firefox your birthday wishes and join our online party! [CTA] Tweet using <a>#HappyBirthdayFirefox</a> Celebrate with us on <a>Facebook</a>
Attached image 9Years_email_v2.jpg (obsolete) —
Updated v2, based on Matej's latest copy changes.
Attachment #823318 - Attachment is obsolete: true
Thanks, Matt. Looking good. Carmen and Jess, let us know what you think.
Thanks Matt and Matej! I think this is almost there! My last edit would be to change "And we're celebrating on <a>Twitter</a> and <a>Facebook</a>." to "Celebrate with us on <a>Twitter</a> and <a>Facebook</a>." Are you okay with this change? I want to make sure it's all about an invite to celebrate with us, rather than us telling them that we're celebrating.
(In reply to Jessilyn Davis from comment #45) > Thanks Matt and Matej! I think this is almost there! > > My last edit would be to change "And we're celebrating on <a>Twitter</a> and > <a>Facebook</a>." to "Celebrate with us on <a>Twitter</a> and > <a>Facebook</a>." > > Are you okay with this change? I want to make sure it's all about an invite > to celebrate with us, rather than us telling them that we're celebrating. That makes sense to me. Matt, make it so.
Attached image 9Years_email_v2.jpg —
Updated with the latest copy suggestion for the subheadline. Let me know if I can pass along the PSD to you.
Attachment #823352 - Attachment is obsolete: true
Sweet! This looks great! Send on the PSD. Thanks!
Thanks Jess! Here's a link to the PSD. https://www.dropbox.com/s/xyhounvmdo6acfd/9Years_email.psd
Brilliant! \o/ Thanks team!
Status: ASSIGNED → RESOLVED
Closed: 12 years ago
Resolution: --- → FIXED
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