925505 - [Lightbeam] Snippet

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

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

>>Project/Request Title:
[Lightbeam] Snippet

>>Project Overview:
Lightbeam - the add-on formerly known as Collusion - is launching the 1.0 version and there's going to be a brand and PR campaign around the launch, including in-channel promotion, such as snippet, FB, Twitter, etc.

Creative direction: Will use the Lightbeam logo and a CTA

CTA: Download Lightbeam for a better understanding of how your browsing data is used (am consulting Matej for official CTA)

Matej, can you please LMK if an official CTA been written or is there a line we should use for the snippet

>>Creative Specs & Deliverables:
45 x 55 for snippet graphic (lightbeam logo) and CTA

>>Launch Date:
2013-10-28

>>Creative Due Date:
2013-10-21

>>Mozilla Goal:
Firefox Deskop

>>Points of Contact:
ARRAY(0x7f554f387d70)

Comment 1

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

I will add the URL and logo once they've been finalized

Comment 2

[Matej Novak [:matej]]

There's nothing official yet, but I'm going to kick this over to Troy who's been working on the site copy. He's closer to this language than I am.

Troy, let me know if you have any questions.

Comment 3

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

Here's the creative brief, forgot to include it in the initial comment: https://docs.google.com/a/mozilla.com/document/d/1JBcnUze37h8qzgyT1Nk6zuf5br6oCxKzsEPGSnBTDpY/edit

Comment 4

[Jennifer Balaco]

Is there any concern with using the same CTA from the Moz.org banner? Looks like that was the plan already, but wanted to confirm, so that I can give Matt an idea when to expect final copy. 

Thanks!

Comment 5

[Jean Collings]

Lizz,

Can you clarify if the url will linking to the add-on landing page or website? Just want to make sure that we're not asking users to download right there from the about:home.

Secondly, the icon size is 40 x 50 png! Thanks.

Comment 6

[John Slater]

Snippet should link to mozilla.org/lightbeam.

Comment 7

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

Jen - I see no problem with using the same CTA.

Jean - yes, the URL will be linking to the add-on page. 

Update for all - The release date has moved to Nov 4. We can move the due dates accordingly, if y'all think it would be beneficial.

Comment 8

[Troy Palmer]

Hey everyone

I have some copy options for the Lightbeam snippet that you can check out here:

https://docs.google.com/document/d/1YuftDQM9J9nK-VnP1MZ4LKXsOt9yP6lV87WtNPmHu4Q/edit?usp=sharing

Thanks. Looking forward to everyone's comments,
Troy

Comment 9

[Matej Novak [:matej]]

Damn, lots of great options, Troy.

These are my faves:

Shine a light on the Web’s hidden third party trackers. 
<a>Install the Lightbeam add-on now.</a>

Shine a light on the third parties that are watching your online activity. 
<a>Install the Lightbeam add-on now.</a>

See who’s collecting data about your browsing activity. 
<a>Install the Lightbeam add-on now.</a>

Thanks!

Comment 10

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

I like:

"Shine a light on the Web’s hidden third party trackers. 
<a>Install the Lightbeam add-on now.</a>"

Comment 11

[Jennifer Balaco]

This looks great. 

Winston, can you let us know what you think? I'm going to go ahead and assign this over to Matt so he can get started on design.

Comment 12

[Winston Bowden]

Let's test all three copy variations.

Comment 13

[John Slater]

Really like these. Thanks Troy!

Comment 14

[MT]

Attachment: Lightbeam_snippet_onScreen_v1.jpg

Comment 15

[MT]

Attachment: Lightbeam_snippet_onScreen_v2.jpg

Comment 16

[MT]

Attachment: Lightbeam_snippet_onScreen_v3.jpg

Hi guys, I've attached some snippet layouts based on Troy's copy.  From a design point of view, I want to keep things simple and true to the new brand.

Comment 17

[Matej Novak [:matej]]

These look great, Matt.

I'll be curious to hear which one performs best.

Comment 18

[Winston Bowden]

Thanks, Matt.  Can we get the snippet icon delivered as a 40 x 50 png?

Comment 19

[MT]

Attachment: Lightbeam_snippet_80x100.png

Hi Winston, I've attached a 80x100px png as well as a 40x50px png. I am thinking the larger size could be used for retina displays...the dev team may be able to use the larger size and scale down to 40x50 within the code.

Comment 20

[MT]

Attachment: Lightbeam_snippet_40x50.png

Comment 21

[Laura Forrest]

(In reply to Matej Novak [:matej] from comment #17)
> These look great, Matt.
> 
> I'll be curious to hear which one performs best.

Ditto - as we talk about this stuff more, it would be nice to use this as a test to see what resonates most with users. For instance, I wonder if "3rd party" makes sense/interests them vs. the more generic "...see who's collecting."

Let us know!

Comment 22

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

Hey Jean and Winston - do you have everything you need to get this snippet implemented on your end?

Thanks!
Lizz

Comment 23

[Winston Bowden]

Hi Lizz.  They're live.  We'll choose the winner early Wednesday.  It will take 24 hours for these to start showing up for users.  How long do you want this in rotation?

Comment 24

[Winston Bowden]

Little confused.  I launched yesterday but just disabled.  I see we say Nov. 4 launch date here.  But I saw the press piece go out yesterday.  When do you want this live and where do you want it to go?  The add-on page?  Carmen mentioned there is a landing page for this.

Comment 25

[Matej Novak [:matej]]

Not sure where it should point, but here's the landing page for reference: http://www.mozilla.org/lightbeam

Comment 26

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

Hey Winston - it's pointing to the landing page URL that Matej posted in Comment 25. We moved back the go-live date to Nov. 4 so that's the date all of our social posts are happening. However, the landing page is live now, so I think it would be OK to launch the snippet now - as you said, the PR went out yesterday.

John can let us know how long it should be in rotation. John, how long should we keep this snippet live?

Comment 27

[John Slater]

Am flexible on length of rotation, b/c I'm not sure what else is planned for around this time. How does 2 weeks sound?

Comment 28

[Winston Bowden]

Two weeks works great.  We'll pull before we get VANs rolling.

Comment 29

[Jennifer Balaco]

Hey All, 

Just wanted to check in to see where this is. Thanks!