Challenge: As resilient flooring began to grow in popularity, RFCI (a trade organization for resilient flooring) realized they needed to be telling its sustainability story or it could be defined inaccurately—and potentially negatively—by other outside actors. Despite making great strides in sustainable product development and indoor air quality, consumers were largely uninformed (or misinformed) about these benefits of resilient flooring.
Objective: Drive favorability with residential flooring decision makers by communicating the sustainability and other benefits of resilient flooring.
How we solved it:
Assess: We hosted a full day discovery workshop with marketing representatives from each of the RFCI member brands. During this workshop, we were able to truly dig into the value proposition of resilient flooring and what was consistent across all the member brands as we’d be speaking for the entire industry organization.
Prescribe: We created a strategic communications construct to categorize and organize RFCI’s most important messages and proof points, creating the value proposition of Beautifully Responsible®.
Plan: To bring the construct to life, we developed a digital marketing campaign to raise awareness of resilient flooring as a sustainable flooring choice. Tactics included a consumer-facing website, social, display and pre-roll ads, engaging organic social media content, video content, search-friendly articles, and an influencer campaign.
Launch: In 2020 we launched the digital marketing campaign—the first of many successful years for RFCI—driving consumers to our website to learn more about our sustainability story, see the various flooring types, and get details on everything from indoor air quality to use of recycled content.
Refine: Every year since the initial launch, we have optimized the campaign to direct efforts towards the most successful tactics. In 2024, we also revisited the original communications construct and made updates to reflect new proof points and direction based on member progress.
Results: In the first full year, our campaign resulted in more than 16 million impressions, 1.2 million YouTube views, and more than 90,000 website visitors. Today, we have over 500 million impressions, 4 million YouTube views and have more than doubled our website visitors.