Revitalizing Firefox without compromising privacy
Challenge
Despite strong brand recognition in the U.S., Mozilla Firefox was often seen as outdated, with many users defaulting to pre-installed browsers. To drive usage, we needed to revitalize the brand and reassert its relevance. A key hurdle: Firefox’s privacy-first stance meant no media pixeling, making performance measurement more complex.
Winning Gen Z with a bold, privacy-first campaign
Solution
We zeroed in on a growth audience-tech-savvy Gen Zers wary of Big Tech and AI’s growing influence. To connect, we launched a surround-sound campaign in Chicago, combining digital, IRL activations, social, influencers, and OOH. Our message: Nothing Personal, Just Browsing.
We made a bold splash at FanExpo, a major gaming convention, with witty privacy messaging in unexpected places - like bathroom stalls. We reached Gen Z in their daily routines and stayed top of mind. When intent struck, we were ready with SEM, UAC, and ASA.
Key Facts
