Mozilla

Objectives

LEWIS began working with Mozilla in September 2007. The Mozilla Project aims to maintain choice and innovation on the Internet. To achieve this, the Mozilla Project produces and provides the Firefox web browser and the Thunderbird e-mail client as well as other products and technologies.

  • Improve the relationship between Mozilla and Spain’s key publications, journalists and influencers in order to reinforce Mozilla products in the Spanish market
  • Build brand awareness around the Mozilla brand, among non-technical target
  • Increase Mozilla Firefox downloads and usage through education to the non-technnical
  • Promote the new versions of products, events and general information about Mozilla, to financial/business, technological and vertical media as well as bloggers and influencers. 
  • Coordinating and supporting the organization's marketing goals and main activities
     
     

Strategy

  • Use media to educate non-technical people about the benefits of using Mozilla products instead of more traditional solutions
  • Strengthen the relationship between Mozilla´s spokespeople and target journalists and influencers
  • Create and personalized Web experience based on users’ interests
  • Drive Mozilla’s open Web vision, its impact on the Internet today and importance for the future of the Web
  • Track news to generate rapid responses on “hot topics”
  • Generate opinion regarding different topics, to show Mozilla´s knowledge, professionalism and capabilities

Results

  • Two front covers in CiberPaís
  • Over 50 interviews with tier one media
  • Blogger party with over 30 people generated positive articles on key blogs
  • Successful launch event of Firefox 3 in Spain resulted in hundreds of articles, interviews with tier one media and a roundtable with editors
  • Increased market share in Spain from 20.8% to 25% (Source: AT Internet) 
 
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