Mozilla wanted to develop a new creative message for its app, Firefox, and increase its market share. By creating a mobile video campaign, Mozilla engaged with new audiences and earn a spot on a list of the top 25 iOS apps in the U.S.
Objective and Context:
In 2016, Mozilla wanted to deliver a new creative message for its app, Firefox, and increase market share. Mozilla created a video and static creative to engage with high-value new users of the Firefox app on iOS and Android in the U.S. Challenges included strict retention goals and cost per active consumer goals. Mozilla also had to hit app store ranking goals for iOS. Adjustments to the campaign were made constantly, optimizing toward the right creative messaging, format, and media channels. Video channels such as Facebook have driven strong, measurable results.
The target audience of this campaign was the general population. Sub campaigns were used to target current Mozilla users.
Mozilla created a mobile video inviting viewers to upgrade their phones with the new Firefox for mobile. With taglines like “stuck in the beeper era” or “still have a landline?” Mozilla made users think about something that is commonly overlooked: their internet browser. The video evoked a sense of humor and made privacy and internet health (which are not particularly exciting) entertaining topics. This video demonstrated the unique selling propositions of each app in a creative and innovative manner to help build the brand.
Mobile has been integrated into the overall marketing strategy of Mozilla and is a very important piece of the strategy. Mobile technology is leveraged by integrating mobile measurement platforms, and managing marketing activity with Fetch.
Mozilla met its retention KPIs within two weeks of launching, surpassing efficiency goals by up to 35 percent and initial cost goals by 25 percent. In addition, the app was listed as one of the top 25 iOS in the U.S., earning two million app installs. Click-through rate went from 1.62 percent to 2.44 percent, and cost-per-install dropped from $2.89 to $1.93.