Resilient Floor Covering Institute, an industry trade association of leading resilient flooring manufacturers and suppliers of raw materials, additives, and sundry flooring products for the North American market, reports that its Beautifully Responsible consumer digital marketing campaign has reached nearly 200 million impressions since its launch. 

The campaign was launched by the RFCI in the late fall of 2020 and is focused on increasing awareness of the benefits of resilient flooring and growing consumer affinity for the category.

The campaign is based on extensive research by Shelton Group, a marketing communications agency focused on sustainability and corporate social responsibility. Shelton Group utilizes their expertise in digital engagement of consumers in the administration of the Beautifully Responsible campaign. The campaign is focused on three areas: sustainability, well-being and performance.  

Historically, the campaign has driven consumers back to through organic and paid social media- display ads- pre-roll ads- search-friendly content- influencer engagement- syndicated feature stories.

Some of the campaign's highlights include: nearly 200 million impressions, more than 2 million video views, and more than 2 million social engagements

"2022 was a year of incredible growth for Beautifully Responsible versus its first full year in 2021 that also surpassed all expectations," said RFCI President and CEO Bill Blackstock. "With the new elements in the mix for 2023 on top of an inspiring core, expectations are high!"