Participation/India/Marathi Hindi Campaign 2015

WHY

Background

To show users that Firefox is available in their language we are creating a campaign that helps fans of Firefox invite the people in their networks to download Firefox. We are creating unique, shareable pieces of content that are humorous, insightful and topical to get the conversation and activities started. Spread Localized Firefox for Desktop & Android in India via both on-line and off-line mode.

WHAT

Problem statement

• Show users that Firefox is available in their local/regional language.
• Communicate our differentiating values: Choice, Privacy and Quality
• Educate users about how they can maintain their choices and preferences.
• Educate users about popular add-one for Firefox.

Desired Outcome

• Percentage increase in Firefox for Android and Desktop download: 10%
• People Outreach: 10,000+
• Increase In leadership qualities
• Increase In Marketing qualities

Success criteria and metrics

• Estimated Attendance: 2500+
• People involved in a conversation/interaction during the campaign: 2000+
• Social media impressions/reports: 50+
• Blog articles generated: 50+
• People who will contribute to Mozilla after campaign : 100+

HOW

Approach

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Audience

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Tactics

• tactic 1
• tactic 2
• ...

WHEN

Timeframe

October 2nd – November 1st 2015

WHERE

Location

• Hindi: Pan India
• Marathi: Maharashtra

WHO

== Leads

• lead 1
• lead 2
• ...

DOCS

References

• Planning Pad: https://etherpad.mozilla.org/hindi-2015-promotion
• Marathi Brainstorming Pad: https://etherpad.mozilla.org/Firefox-for-Android-Marathi
• Marketing Brief: https://docs.google.com/document/d/1SdBrG4rxVJcpKcYqyoqdIirQecx1QwjMWZjWYReYtMA/edit?usp=sharing
• Grow Firefox download campaign in Indian Languages: https://docs.google.com/document/d/1dxh4JtfdI_LvfMejRULUBXkKKVmB-SkyCViHWP5LBV4/edit?usp=sharing

MILESTONES

Week by week breakdown

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BUDGET

Breakdown of budget items

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