UNFCK Campaign
2020
Context
Firefox conducted research that showed its target audience, Adventurous Amplifiers, lacked interest in the browser category. They felt no emotional connection to Firefox or privacy features.
Objective
To grab the attention of Adventurous Amplifiers and inspire them to use Firefox through an integrated marketing campaign in the US, Germany, and France.
Metrics
Our global performance metrics were 1 million landing page sessions, downloads and increased brand awareness.
Role | UX Designer • Visual Designer
Team | Designer • Copywriter • Developer
Duration | 4 months
Tools | Figma • Miro • Illustrator • Photoshop • After Effects
Creative Concept
UNFCK the Internet invited viewers to stand up to Big Tech and misinformation online by eradicating the bad and celebrating the good of the Internet. By speaking the language of our growth audience, we hoped to break through the noise and gather momentum behind Firefox.
Target Audience
Adventurous Amplifiers
They find taking measures to protect themselves online to be time-consuming, complex, and confusing. They wish that someone would just take care of it for them.
“I know that data security is a big issue but I don’t have time to really get into the matter.”
WANTS: Ease • Personalization • Trust
Visual Exploration
Our team of visual designers got together to explore the visual expression of the campaign. We were tasked with creating a look and feel that felt rebellious, human, and appealing to our target demographic.
GIF Exploration
Our process included the development of symbols that could represent “unfcking” the internet. Each designer created graphics that we shared as a group on Miro. We also began exploring how to bring symbols to life with motion. We wanted to create attention-grabbing graphics that could potentially be shared by our audience.
Visual Direction
After many rounds of exploration, sharing work and revising, the team landed upon a visual direction for the campaign. This was refined into a design system that we applied to all campaign assets.
GIFs
We hired two freelance illustrators to create a set of GIFS for the campaign and also created a few with our internal creative team. The GIFs would live on our campaign landing page and social channels.
Transcreation of Core Messaging
With the overarching campaign story and visual direction in place, we now needed to adapt “Unfck the Internet” for our French and German audiences. We conducted user testing on the core campaign concept and discovered the following:
Germany
Viewers needed proof points of how Firefox was “UNFCKing the internet.” This audience was skeptical of advertising & large corporations. We added the tagline “for the love of the web” beneath to show why Firefox was unfcking the web.
France
Viewers didn’t understand the language “UNFCK the internet” because it didn’t translate into French. They needed a new message that made sense to them. We hired a French agency, Buzzman, to develop the message “Don’t accept everything online.”
Campaign Touchpoints
With our campaign concept in place across locales, we began to develop content across a large variety of touchpoints. This work involved heavy collaboration between our copywriter, agency partners, freelance motion designer, developer and myself.
Owned Media
Blog, email, social media channels
Paid Media
UAC Ads, Tinder Deezer, WeTransfer
Partnerships
Konbini & DE Instagram Influencer
Video Creation
Videos were another traffic driver to our campaign landing page. Our team was responsible for delivering videos for the German and French markets. I collaborated with our copywriter to develop illustrations and storyboards for the videos and we hired an external animator to bring out vision alive.
Landing Page
All of the various campaign touchpoints drove to our campaign landing page where we told visitors why Firefox was UFCKing the internet & invited them to UNFCK
the internet with us through a checklist of actions. We wanted visitors to learn more about our brand, to download our products and to share with their network.
Shortcomings of Campaign Results
A week after launching our campaign, we saw that although users were spending over two minutes on the landing page, it wasn’t driving them to click on actions on the page or to download Firefox. We conducted a design thinking exercise to brainstorm ways to tackle these issues. We came up with a list of solutions to improve the page and adjusted it accordingly.
Landing Page Optimizations
Addressing Existing Users
In addition to optimizing the page, we identified the need for unique pages for non-Firefox users and for existing Firefox users. For non-users, the main ask on the page was to download Firefox. For existing users, we provided a message thanking the for using Firefox, the independent browser from the nonprofit, Mozilla.
Low Downloads, High Awareness
Despite our optimization efforts, the landing page didn’t yield our desired impressions and downloads. This could have been due to competing asks of the user on the landing page detracted from the primary ask to download Firefox. The campaign as a whole, however, was very effective at driving brand awareness. This showed our messaging was memorable and impactful.
539K
Total Sessions
10K
Total Downloads
+10%
Awareness
Channel-Specific Learnings
Paid media
In Germany, Tinder was the best performing publisher, driving the highest number of sessions. In France, Deezer drove the lowest cost per session
Social
The Unfck moment activation allowed us to reach a new audience, driving reach and consideration. It also provided us with content for our owned channels.
Partnerships
The WeTransfer partnership provided highly engaging content that was effective at driving brand awareness. It showed how to leverage different content formats.