Challenge: For decades, Tarkett has been the indisputable flooring industry leader in sustainability, taking action ahead of its competitors and even before regulations required it. But its story was complex, salespeople didn’t know how to talk about it, and customers were no longer seeing sustainability as Tarkett’s superpower.
Objective: Clearly and firmly re-establish Tarkett as the industry leader in flooring.
How we solved it:
Assess: We started with an information request and materials review process, competitor messaging review, in-depth stakeholder interviews, and a discovery workshop in which we collaborated to uncover opportunities, challenges, and potential messaging white space.
Prescribe: We created a strategic communications construct to categorize and organize Tarkett’s most important messages and proof points and developed the value proposition of Proof in Every Step.
Plan: The campaign included social and digital ads, thought leadership content including articles, white papers, and CEUs, as well as internal communications tools for Tarkett salespeople.
Results: The Proof in Every Step campaign had the highest FB/Instagram CTR from any Tarkett campaign—665% more than the CTR benchmark.