Fetch: Firefox Quantum

Mozilla, a non-profit organization, was able to increase its market share of browser users by promoting the message behind its Firefox browser.

Campaign details

Brand: FetchLead Agency: Fetch

Strategy

Objective

In 2002, Mozilla, a not-for-profit organization committed to making the Internet open and accessible to everyone, launched their first Web browser, Firefox. Firefox represented more than an improved Web browser. It stood for an independent alternative to corporate browsers. In 2008, when Google launched Google Chrome, Firefox's market share plummeted. Consumers made a trade --give up privacy in exchange for speed but also hyper-targeted ads. Fast forward to late 2017. Mozilla was ready to launch a new browser, the Firefox Quantum. Like the old Firefox browser, Firefox Quantum was...

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