Firefox "True Colors" Campaign

If the internet’s given us one thing, it’s the ability to express yourself online, no matter who you are. However you show up — that's how you show up. This comes out differently for everyone. Maybe you like making funny videos or clever memes. Maybe you post food pics or run a blog about your favorite hobby. Maybe you’re secretly hilarious on Twitter or founded a fan-fic message board. However your true colors shine online, Firefox is here for it. We’re empowering you to be you.

Between February and April 2022, Firefox launched a custom microsite as a first expression of our "True Colors" campaign, and in celebration of a movie launch that aligned nicely with our brand values of inclusivity and self-expression. We created a fun, interactive landing page experience with floating graphics, stickers and doodles leading users to explore our brand story and our product experiences. We infused an ownable look-and-feel true to the Firefox brand yet clearly inspired by the film. We featured a sweepstakes for a chance to stream the movie with a one-month subscription (which we gave away to 500 lucky winners!). And we introduced exclusive product features, inviting users to select a new colorways theme for their desktop browser or install new wallpapers on the mobile app, based on their favorite characters.

In order to raise awareness and direct traffic to the microsite, our teams also created a series of display ads, audio ads, videos, editorial and email content, social media posts, influencer collabs, app store pages and more.