As luxury vinyl tile flooring began to grow in popularity, RFCI (Resilient Floor Covering Institute, a trade organization for resilient flooring) realized the industry’s sustainability story was being defined inaccurately — and negatively — by outside actors.
Controlling the sustainability narrative of resilient flooring
Our objective was to help the industry take back ownership of its sustainability narrative and drive favorability.
We hosted a full day discovery workshop with marketing representatives from each of the RFCI member brands to identify the sustainability value prop. 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®.
Controlled the narrative. Elevated quality perception. Drove engagement.
We launched a digital marketing campaign to raise awareness of resilient flooring as a sustainable flooring choice, from a consumer-facing website, social and display ads to search-friendly articles and an influencer campaign. Every year since the initial launch, we have optimized the campaign to direct efforts towards the most successful tactics.
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 and 4 million YouTube views. Plus, we’ve more than doubled our website visitors.
