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

On-line
* Telling and inviting friends!
* Create an original invitation for that group (Flyers! or a creative meme)
* Writing about it on Facebook & Twitter.
* Posting updates, creating events or sending invites via Facebook and social networks.
* Share it with us!

Off-line
* Help host an event in your city!
* Participating in already planned events.

Audience

New and existing Firefox users. Any age :)

Tactics

PR 
*Prepare pitches for local papers and influencer.
*Prepare pitches for bloggers interested in the Indian languages.

Social Media 
* Post on social channels like Facebook, Twitters etc
* Flip your friends back: Tweet a pic of Firefox in your language!
* Localized Messengers - Whatsapp, Telegram, etc
* Paid Media 
* Rickshaws, banners, sponsorships

Events 
* Events where people can D/L Firefox for Android and Desktop.
* Schools, colleges, universities or community centers.
* Customized swags.

WHEN

Timeframe

October 2nd – November 1st 2015

WHERE

Location

• Hindi: Pan India
• Marathi: Maharashtra

WHO

Leads

Umesh Agarwal (umesh) umesh.agarwal1 at gmail dot com
Rajesh Ranjan (rajesh) rajesh672 at gmail dot com 
Shahid Farooqui (shahid) shahidfarooqui at gmail dot com 
Aniket Deshpande (aniket) djaniketster at gmail dot com
Chandrakant Dhutadmal (Chandrakant) cpdhutadmal at gmail dot com

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
• Reps Event Page: https://reps.mozilla.org/e/grow-firefox-download-campaign-in-indian-languages-pilot/
• Hindi Wiki Page: https://wiki.mozilla.org/L10n:Teams:hi-IN
• Marathi Wiki Page: https://wiki.mozilla.org/L10n:Teams:mr

MILESTONES

Week by week breakdown

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BUDGET

Breakdown of budget items

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