Mozilla | Building a community of digital champions

THE BACKGROUND

Building on its Open Source philosophy and supported by its hard-core brand enthusiasts,

Mozilla developed a new OS to compete in the lower end of the smartphone market against the likes of Apple iOS and Google Android.

Following a low-key launch of the Firefox OS in France, Mozilla set off to take over the African market entering 17 markets in Africa with Orange and their KLIF phone.

THE CHALLENGES FOR RE-UP

Develop the launch strategy and creative campaign for Firefox OS to be rolled out in 17 markets in Africa and in 3 languages (English, French and Arabic).

Design a programme to empower and incentivise local Mozilla volunteers.

Create and produce a toolbox with assets and  ideas that will work in these markets, and that local team can replicate.

Launch a Firefox OS ambassador recruitment programme and influencer strategy.

THE RE-UP EFFECT

COMMUNITY BUILDING

Build on a local core team of Mozilla volunteers from 10 African countries to implement and relay the project locally.

Connect people already involved with Firefox, channel their energy and enthusiasm into the Firefox OS project and empower them.

Launch a “routine” with weekly calls and editorial plans to keep the momentum, drive and motivate the volunteers.

INSIDERS RECRUITMENT

Identify, contact and bring onboard top tech actors in Africa.

A blog and a social media platform were built to bring African tech actors into the game

The blog in 3 languages: French, English and Arabic became the focal point of the community with articles from all over Africa covering general interest topics such as open-source, women in tech and education treated from a local perspective, showing the Mozilla community’s work with events, launches and behind the scenes and presenting the people that matter in Africa through interviews.

Fed and written by the volunteers, the articles were curated by the central team (RE-UP + Mozilla HQ), adapted to the audience with the general public in mind.

GENERAL PUBLIC INFLUENCE

Introduce the Orange KLIF and recruit new Firefox OS users.

Through Facebook and Twitter, we actively promoted the diversity of subjects blossoming on the blog and led recruitment campaign towards Women In tech, Music lovers and Developers to bring more people onboard and introduce them to the Firefox OS Africa galaxy.


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