Consumers continue to spend time turning their homes into places they love. To target homeowners who are looking to transform their homes on a budget, LL Flooring has partnered with Barkley, a Kansas City, Missouri-based ad agency, to kick off a new creative, brand and media strategy with the launch of the Dream Floor campaign. 

The Dream Floor campaign is the first work from Barkley for LL Flooring (formerly Lumber Liquidators), a national chain of flooring retail stores specializing in budget-friendly laminate and bamboo, vinyl and hardwood flooring. LL Flooring enlisted Barkley to help execute a data-driven approach to audience, brand, messaging and channel strategy, in addition to creative.

“After our rebrand to LL Flooring in 2021 we were looking for a partner that could not only help us develop great creative, but also develop and manage brand and media strategy as we seek to provide the best customer experience from inspiration to installation,” said LL Flooring Chief Growth Officer Mike Dauberman. “The partnership and strategy go hand-in-hand with our plans for aggressive growth.” 

Research conducted by Barkley in October 2021 found that many Americans considering a home remodel or laying flooring, regardless of age or gender, were united by similar needs. To that end, this first campaign is focused on giving consumers flooring that also meet those needs in everyday life: dog-proof, kid-proof, budget-proof, or a much needed style upgrade. When the characters hear that all of those things are possible, they fall over in "dreamy surprise", and part of the fun of the campaign is all the ways and reasons that they fall. 

The national campaign is running on social, TV and radio.

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