Floor & Decor® Broadcast + Brand Consultation

Floor & Decor wanted to solidify its connection with homeowners and compete head-on with the home improvement giants. Leading with strategic foundation exploration (including a pro-segment messaging strategy), we identified their main competitive advantages, key audience personas and the ideal moments to connect with each in their home improvement journey. These insights allowed us to hone positioning statements that guided creative development. We produced TV and radio spots. Spots addressed key consumer personas — the Discerning Designer, Repeat Renovators, Determined Duo and Savvy Shopper — and Floor & Decor’s particular appeal to each. The total campaign related Floor & Decor to consumers’ different DIY skill levels, design capabilities, product needs and style choices. We additionally adapted spots in English and Spanish for grand opening events across 24 U.S. markets.

In the end, we delivered a broadcast campaign that not only elevated Floor & Decor’s brand aesthetic but also showcased their many equity points in a relatable way, allowing the commercials to work harder to connect with homeowners. TV advertising that year was the highest total contributor to sales across all ad platforms. All four television spots outperformed Floor & Decor’s previous spots. The campaign performed above the ABX TV ads benchmark’s 50th percentile, with Discerning Designer scoring better than 90% of all TV ads. Then we did it all again two years later with four brand new spots.