Armstrong Flooring announced the launch of a new consumer campaign, “The Floor is Yours,” kicking off a multi-year effort to bring the Armstrong story to life to a new generation of floor buyers and drive shoppers into independent flooring retailers nationwide.
The company is stepping out of what’s expected in the flooring category and delivering something new, different, eye-catching and—fun—to drive brand preference and deliver qualified traffic to its dealers, with shoppers primed to purchase.
Using a combination of paid, owned and earned media, Armstrong Flooring’s “The Floor is Yours” campaign, which debuts September 18, is leveraging the power of up-and-coming influencers from seemingly divergent parts of life — World Champion Chopper Martha King, U.S. National Rhythmic Gymnast Nastasya Generalova and DJ and tastemaker Yolo Ono. Each one of these ‘Star Performers’ helps to personify the Armstrong brand through a unique perspective, representing standout and award-winning products.
“’The Floor is Yours’ campaign is unlike any other initiative in our category; it is full of scenarios that strike a chord with consumers and retailers, to bring out the most important aspect of any flooring purchase: the seamless blending of beauty, outstanding performance and the consumer’s individuality,” said Director of Brand Marketing Ebeth Pitman.
“We accelerate beyond features and benefits of the products for a deeper connection with consumers to break through the sea of sameness where many campaigns seem to be similar and we hear the same messages over and over again,” said Pitman. “Martha, Nastasya and Yolo help articulate the performance and beauty aspects of Armstrong products in a dynamic, unexpected yet relatable way.”
Each star performer is an inspirational role model. Martha King, World Champion Chopper, represents the tough, long-lasting and beautiful qualities of Armstrong hardwoods.
“It is quite easy to be passionate about beautiful things, quality goods, or material with a story. Armstrong Flooring has a great story, beginning all the way back in 1860, of hard work, outstanding ethics and inspirational designs,” said Champion Chopper Martha King. “I am impressed with the attention to detail and craftsmanship that goes into the making of Armstrong’s hardwood floors. I put their flooring to the ultimate test for three days while I trained hard on it, and I was not disappointed. I also am proud of the choices the company has made to be good stewards of its resources and to give back to the community. That is a story worth telling.”
One of the most exciting components of “The Floor is Yours” campaign includes a partnership with HGTV — widely considered among dealers and consumers alike to be a top media influencer, according to Armstrong Flooring — which will help the company capture 64 million impressions over an eight-week period and will include 30 second television ads on HGTV; digital advertising; an Armstrong Flooring hub on HGTV.com; and social videos which HGTV will promote on its Facebook page.
The campaign is integrated with a promotion for Elevate Retailers called “The New Look of Tough,” which also kicks off September 18. Tools include a Campaign Toolbox for retailers large and small including video, social content, photography, merchandising, brochures and more.
“Our ultimate goal is to drive meaning and relevancy with key stakeholders, give consumers a further reason to believe in the Armstrong Flooring brand and offer retailers a tool box for working with and engaging end users,” added Pitman.