Different By Design

Firefox is a different type of browser. Mozilla is a different type of company. You can see that from our founding story, the way we work, our priorities, our non-profit status and more.

When it comes to marketing at Mozilla - which, hey remember how we're different? -  we call "Engagement" not "Marketing," we think long and hard about how to communicate this difference. 

After all, living and breathing an authentic story is the best way to spread the word about a product and our story is nothing but authentic.

These factors led to the launch of our recent brand campaign. Checkout this smattering of creative and notice its boldness, authenticity, and ability to set us apart from the crowd:

The Web Launch

When it comes to our main user-facing channel -- our website (one of the most viewed sites in the world) here's the creative we launched to get this message across:

And some localized versions... (finals are not this neon of a orange)

The "before" shot (Notice how we hint at, but don't really show our difference):

 
Here's What Happened

With the help of a simple survey we were able to measure the affect this new creative had on overall brand awareness. The shift was significant -- now the majority of all new Firefox users know Firefox is made by a non-profit. 

Before we launched this campaign the opposite was true. We crossed well over the 50% threshold and increased awareness over 20% all without hurting download conversion rate.

Next Steps & Bottom Line

We will continue to do more of this and will roll-out this campaign worldwide. And for now, we know we're on the right track and that aligning our outer 'presentation-layer' with our inner values helps us communicate what matters most to us in a way that resonates with our users.