FIREFOX
RELEVANCE REIGNITED
THE
OPPORTUNITY
Firefox was built on something rare: trust. As big tech leaned into data mining and closed ecosystems, Firefox stayed open, transparent, and user-first. But with a new generation online, and attention harder to earn, the brand saw an opportunity: to take its values and make them visible. That’s where ACE came in.
THE ACE APPROACH
We helped Firefox evolve from just a browser to a brand with a voice, a point of view, and a visible role in culture. The strategy: lead with values, activate community, and show up where audiences already were. Our team:
Crafted a voice that delivered both edge and trust
Built a content engine designed for participation, not just presence
Refreshed content across Instagram, TikTok, Threads, X, Facebook
Launched a podcast series on YouTube
Translated community conversations into scroll-stopping narratives
Co-led a creator-driven IRL event rooted in privacy, art, and expression
Equipped internal teams to scale voice and consistency across platforms
WHY IT
MATTERED
This wasn’t a campaign. It was a shift in perception. Firefox didn’t just get noticed again; it earned its place in culture by aligning with what mattered to real people in real time.
THE RESULTS
PODCAST SUBSCRIBER GROWTH
ENGAGEMENT RATE
10.9%
QUICK TURN AND TREND CONTENT
GROWTH
LIFT
OVER YOUTUBE GOAL
396%
159%
IN CONTENT RETENTION
FLAGSHIP IRL ACTIVATION
REACH
TRIPLED ATTENDANCE TARGET
4.7M
AVERAGE COMMENT ENGAGEMENT
GROWTH
FROM BASELINE AFTER VOICE REMAP
3,000%
THE
TAKEAWAY
Firefox was built on something rare: trust. As big tech leaned into data mining and closed ecosystems, Firefox stayed open, transparent, and user-first. But with a new generation online, and attention harder to earn, the brand saw an opportunity: to take its values and make them visible. That’s where ACE came in.
