Armstrong Flooring recently 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. Using a combination of paid, owned, and earned media, Armstrong Flooring’s “The Floor is Yours” campaign, which debuts September 18th, is leveraging the power of up-and-coming influencers: 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 Ebeth Pitman, director of brand marketing for Armstrong. “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. 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. The three unique and inspiring Star Performers represent specific qualities they share with corresponding Armstrong flooring products: Martha King, World Champion Chopper, represents the tough, long-lasting and beautiful qualities of Armstrong hardwoods; Nastasya Generalova, U.S. National Rhythmic Gymnast represents Alterna engineered stone, showcasing its warm to the touch, flexible, strong and elegant qualities; and DJ Yolo Ono represents the fresh, modern, innovative and stylish qualities of LVT and vinyl sheet with Diamond 10 Technology.
“It is quite easy to be passionate about beautiful things, quality goods, or material with a story,” said King. “Armstrong Flooring has a great story, beginning all the way back in 1860, of hard work, outstanding ethics and inspirational designs. 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.”
“The Floor is Yours” campaign also includes a partnership with HGTV, which will include 30 second television ads on HGTV, digital advertising, an Armstrong Flooring hub on HGTV.com, and social media 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 including video, social content, photography, merchandising, and brochures.
“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.
For more information, visit www.armstrongflooring.com.