Closed Bug 984171 Opened 10 years ago Closed 9 years ago

[Australis] Affiliate Buttons

Categories

(Marketing :: Design, task, P1)

Product:
Marketing
Component:
Design
Platform:
All
Other
Type:
task

Tracking

(Not tracked)

Status:
RESOLVED FIXED
Due Date:

People

(Reporter: lizzn, Assigned: mternoway)

Details

Attachments

(4 files)

FFx-Australis_banner_160x600_en.png
378.36 KB, image/png
Details
FFx-Australis_banner_160x600_de.png
378.36 KB, image/png
Details
FFx-Australis_banner_all_v3.png
1.83 MB, image/png
Details
FFx-Australis_banner_all.png
1.83 MB, image/png
Details 
>>Project/Request Title:
[Australis] Affiliate Buttons

>>Project Overview:
Request Overview: One "Download" button design in 5 sizes for Affiliate sites and FB pages. The buttons should communicate that we have a new Firefox and incite people to click on the button to download.

Audience: People who visit the websites of Firefox fans who have shared these buttons (so anyone on the internet)

Tone: Inspirational and exciting

Messaging/CTA: A suite of banners that inspire people to click to download the new version of Firefox. The clicks drive them to Grow Hope page during the first week and to the generic download page rest of the time.

Note: We don’t want these banners to be tied to the launch campaign or social sharing campaign details in general as they will live online long after launch activities have ceased. Messaging should be evergreen. 

Deadline: April 1 (for localization and give affiliates time to put on their websites)



>>Creative Specs & Deliverables:
Format: PNG

Specs: 
1. 125x125 Download Button 
    CTA: Download the new Firefox (limited copy space on this size)
2. 160x600 Download Button
    CTA: Download CTA (~10 words)
3. 300x250 Download Button
    CTA: Download CTA (~10 words)
4. 300x216 Facebook Affiliate Button 
CTA - Download CTA (~10 words)
5. 100x72 Facebook Affiliate Button Preview Image


>>Launch Date:
2014-04-29

>>Creative Due Date:
2014-04-01

>>Mozilla Goal:
Firefox Deskop

>>Points of Contact:
ARRAY(0x7fdaa41221c0)
Blocks: 984169
Due Date: 2014-04-29 → 2014-04-01
Priority: -- → P1
Hi All, 

Sorry for such a delayed response. I was working backwards on this one, and before design can happen for the buttons, we need to have the CTAs finalized and probably l10n done (or close to done), since both of these will affect the design. 

Also, these buttons need to have an evergreen message and design. 

Would it be possible to finalize the CTAs by end of day tomorrow and then start l10n? There can be some preliminary designs done while localization is happening, but the final design will need to take into consideration longer strings.

Let me know if there are any questions to get started. 

Thanks!
(In reply to Jennifer Balaco from comment #1)
> Hi All, 
> 
> Sorry for such a delayed response. I was working backwards on this one, and
> before design can happen for the buttons, we need to have the CTAs finalized
> and probably l10n done (or close to done), since both of these will affect
> the design. 
> 
> Also, these buttons need to have an evergreen message and design. 
> 
> Would it be possible to finalize the CTAs by end of day tomorrow and then
> start l10n? There can be some preliminary designs done while localization is
> happening, but the final design will need to take into consideration longer
> strings.
> 
> Let me know if there are any questions to get started. 
> 
> Thanks!

Is this something Matej can help with since it concerns copy?
Matej should be able to help with the CTAs. We'll just need to be able to get final approval and I wanted to make sure that those involved with l10n were ready for the quick turn-around.
Looks like we roughly have two different categories of sizes.

For the tiny ones, I don't think there's any room for anything but a CTA:

Download Firefox


For the bigger sizes, we could do one of the following:

Download Firefox
There's never been a better time

There's never been a better time for Firefox
Free download
Thanks, Matej. 

Lizz, who needs to make the final decision on which to go with?
Flags: needinfo?(enoonan)
I think Gen and/or Jean. Adding.
Flags: needinfo?(jcollings)
Flags: needinfo?(gen)
Flags: needinfo?(enoonan)
I prefer the latter one of the two but that's just me.
Also adding Jessica.
Flags: needinfo?(gen)
I'll also defer to Jessica's opinion but I'm fine with the latter as well!
Hello Team!

Sorry for the delay! Still getting used to bugzilla and such! 


For the tiny buttons, "Download Firefox" works perfectly!
- Clear and strong CTA and right next to the brand name! 

However, for the bigger sizes, I actually recommend: 
"Download Firefox
There's never been a better time"

Rationale: 
- Maintains the strong & clear CTA next to the brand name
- Overall it is shorter

Thank you!
Thanks, Jessica. 

Lizz, what's the next step for getting these localized?
Flags: needinfo?(jcollings)
Jessica/Jean - do you have an established localization process to put these through or do we need to tap agencies and/or community?
Flags: needinfo?(josorio)
Flags: needinfo?(jcollings)
What's the status on designs here? We're past the due date that's currently listed, so we'll need to set a new one. Jessica/Jean - WDYT?
We'll need the CTAs localized before getting designs finalized. Jean, do you know the process for getting that done? 

Based on a few other bugs, it sounds like there's a possibility that the "There's never been a better time" tagline might be changing. Any update on that, before l10n starts?
Hi all, 
Sorry for the delay, yes the process is to file with l10n team - I will help Jessica with that but looks like messaging is being updated and being approved next week so I will wait until then to get that going.
Assigning this over to Lee. He will start working on preliminary designs while l10n is happening. 

Lee - here's a rough German translation to use when considering longer language strings:
Download Firefox:
Firefox herunterladen

Download Firefox
There's never been a better time:
Firefox herunterladen 
Es hat nie eine bessere Zeit dafür gegeben!
Assignee: jbalaco → ltom
Status: NEW → ASSIGNED
(In reply to Jean Collings from comment #14)
> Hi all, 
> Sorry for the delay, yes the process is to file with l10n team - I will help
> Jessica with that but looks like messaging is being updated and being
> approved next week so I will wait until then to get that going.

The last word on this from Eric, Mary Ellen and Pete yesterday was that the messaging is not changing so I think we're good to proceed here.
New due date for this is Monday. Lee, can you share an update on when we'll have something to review?
Sorry - disregard comment #17 (got some bad info from LIZZ). Meant it for another bug.
Due Date: 2014-04-01 → 2014-04-14
Hi all, 
Please review the 5 banners with copy from Comment 15. I used the DE strings FPO so you can see them with a higher character count. 

http://cl.ly/2P2M1U1V3y1g
(In reply to Lee Tom from comment #19)
> Hi all, 
> Please review the 5 banners with copy from Comment 15. I used the DE strings
> FPO so you can see them with a higher character count. 
> 
> http://cl.ly/2P2M1U1V3y1g

Hi Lee,

These look good, I'm just wondering why they're using the Glow map. Was that a deliberate decision?

Also, the two smaller ones are using the English copy, not the German.
Hi Lee. Thanks for sharing. Agreed that we don't need the Glow map on here - this is more of an evergreen promo rather than one related to a specific campaign.

Also, my understanding is that these are essentially download buttons. In that case, I think we need to continue to work on the design so they look more clickable. Could be making them in more overtly button-ish shapes (such as not having the tab notch cut out), or maybe there's a button in the graphic (or both). Would recommend looking back at the old ones as a starting point.
Thanks for the feedback. I can remove the map easily (direction coming off of the recently trajectory of all-things Australis). I agree we should make these as Evergreen as we can. 

Making these overtly button-ish is a good idea too. If we want to create a clear CTA by using button stylings, I think we should try this copy (for the longer promos): 

There's never been a better time for Firefox
Free download

Accommodating all the L10n strings could get tricky within a button, so maybe making the entire button look clickable is the key. Stay tuned.
(In reply to Lee Tom from comment #22)
> Thanks for the feedback. I can remove the map easily (direction coming off
> of the recently trajectory of all-things Australis). I agree we should make
> these as Evergreen as we can. 
> 
> Making these overtly button-ish is a good idea too. If we want to create a
> clear CTA by using button stylings, I think we should try this copy (for the
> longer promos): 
> 
> There's never been a better time for Firefox
> Free download

Is it possible to do it without changing the copy? I was thinking:

[BUTTON]

Download Firefox


[COPY]

There's never been a better time
+1 for keeping the copy consistency.

That said, the main copy for Australis could be changing...will know for sure by EOD.
I know the new messaging will affect these buttons, but I'd like to further nail down the visual direction. This iteration, I took the Glow elements out, going with a more Evergreen style here. I'll post the DE translation below.
Thanks Lee - I really like the look. In terms of content flow, it feels like the download message should come after the main headline. Can we see how that looks?

We will have final word on the messaging tomorrow - stay tuned.

Jean, wdyt?
Like the visual - clean and simple. Jessica if you don't have any objections, the messaging (to align with the theme) will possibly be:

The time is right for Firefox

Free download
(In reply to Jean Collings from comment #28)
> Like the visual - clean and simple. Jessica if you don't have any
> objections, the messaging (to align with the theme) will possibly be:
> 
> The time is right for Firefox
> 
> Free download

+1 to this (as long as the line gets approved today)
Hello Team!

Apologies again for any delays on my part... First week of on-boarding and such ah!

I agree with the above! Copy is good to go! 

Please let me know if I can help with anything else that I may have missed. 
Also, please feel free to ping me at any time on IRC & Skype: jessosorio (same user name for both) :) 

Thank you!
Flags: needinfo?(josorio)
Thanks, Jess. We actually have to make one more change here based on the latest messaging. Here's the plan:

For the two smallest buttons, we'll stick with "Download Firefox"

Then each one of the bigger buttons will have a different line of copy, as follows:

Committed to you
Download Firefox

Committed to your privacy
Download Firefox

Committed to an open Web
Download Firefox

Lee, I'll leave it to you to figure out which line works best in which layout.

Thanks.

(FYI, the reason we're doing it this way is that Chelsea told me we can't have different copy options in the same size. It doesn't work with the way affiliates is built. I think this is a good solution given that.)
YAY for having Chelsea nearby, Matej!!! :) 

Thanks all!
+1 for the solution in comment #31, and for a special guest appearance by Chelsea.

I chatted with Lee earlier...he's on it, and will be posting updated mockups soon.
Hi Folks, Check 'em out! 
Please let me know if these are good to go and I'll link you to all the working files. I'm on PTO tomorrow, so I don't want to be holding the hot potato all weekend :)
Love these, Lee. Nice one.

No hot potato for you.
Thanks Lee - really appreciate the quick turnaround.

I like the overall style a lot. I still do think the download message could stand to pop more, though. Jessica, what do you think?
Flags: needinfo?(josorio)
Hey Team! 

Sorry for the delay! 

Lee, these banners look beautiful! Great work! 

I do agree with John though on the download message treatment. The grey makes me think of "disabled" buttons or links. Maybe we can explore a way to make the download message pop more, like John mentioned. 

Thank you!
Flags: needinfo?(josorio)
Flags: needinfo?(jcollings)
Sounds like a plan to me, thanks Jessica. Are you ok with us wrapping this up early next week? I know we're past the due date, but this has gotten a little delayed due to other Australis-related scrambling.
Do we have the localized content for the buttons yet? Or at least an update on the process and when we can expect that content? We'll need that before we can get this finished up. 

Thanks!
(In reply to Jennifer Balaco from comment #39)
> Do we have the localized content for the buttons yet? Or at least an update
> on the process and when we can expect that content? We'll need that before
> we can get this finished up. 
> 
> Thanks!

Sorry for the delay, Jessica is still getting ramped up and I'll be guiding her through the L10n process today. Stay tuned!
Hello Team:

The bug for localized content was filed today. 
I should hear back by tomorrow on when we can expect or this to be complete.

I'll keep you posted.

Thank you :)
Hey Jean:

I'm sure you saw Flod's response on the other bug but just want to update the rest of the team... Our localizers cannot have these buttons localized by the end of this week. ;(

With that being said, Jean should we just focus on getting those top locales you had shared with me, done by an agency and then the remainder can be worked on by Flod's team? Let me know what you think. :)

Thank you!
Flags: needinfo?(jcollings)
Jessica and John, 

Here's a new version with a stronger download message treatment. I think having the boosted contrast with the message and CTA help add the punch these were missing before. Let me know what you think  - I can package and post all layered PSDs once this direction is approved. Thanks, L
Lee:

These look awesome! Love 'em! Approved on my end!
Flags: needinfo?(jcollings)
(In reply to Jessica Osorio from comment #44)
> These look awesome! Love 'em! Approved on my end!

+1

They look great! Thanks Lee!
Awesome! Here's the link to the 5 PNGs (EN) and the layered PSDs: http://cl.ly/2c3d3Q0E2c32
*Fonts used are Open Sans and League Gothic

(In reply to John Slater from comment #45)
> (In reply to Jessica Osorio from comment #44)
> > These look awesome! Love 'em! Approved on my end!
> 
> +1
> 
> They look great! Thanks Lee!
Resolving!
Status: ASSIGNED → RESOLVED
Closed: 10 years ago
Resolution: --- → FIXED
Hey Lizz, 

I'm going to reopen this one, because the buttons still need to be localized. I'll assign that off once we have the strings in the languages we need. 

Thanks!
Status: RESOLVED → REOPENED
Resolution: FIXED → ---
(In reply to Jennifer Balaco from comment #48)
> Hey Lizz, 
> 
> I'm going to reopen this one, because the buttons still need to be
> localized. I'll assign that off once we have the strings in the languages we
> need. 
> 
> Thanks!

Ah, thanks for catching that Jenn!
Lee, thanks for all of your work on the design - they look great!

Going to change the assignee over to Matt who'll take care of localization once we have the text strings.
Assignee: ltom → mternoway
Status: REOPENED → ASSIGNED
Hey Jessica - I'm taking over creative project management while Jenn is on maternity leave, so I wanted to check in on the L10N efforts for these buttons. Thanks!
Flags: needinfo?(josorio)
No longer blocks: 984169
In an effort to close outstanding bugs, I'm noting here that changes on the Affiliates site have been on hold since June of 2014. We're working on a better solution for this program, which we're seeking to launch in Q2 of 2015. Thank you!
Flags: needinfo?(josorio)
Status: ASSIGNED → RESOLVED
Closed: 10 years ago → 9 years ago
Resolution: --- → FIXED
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