Reinvigorating a $4-Billion Brand

The world’s largest flooring company knows that flooring is about more than form and function—it’s a stage on which life’s most awesome moments happen. After eight years of partnering with Shaw Floors to create innovative digital tools and social content, Resource/Ammirati was tapped by Shaw to help it elevate its master brand and better share the story of the company. The resulting organizational platform, “Awesome Happens on Shaw Floors,” spanned everything from advertising to internal communications to in-store signage.

Bringing emotion to a commoditized category, the campaign celebrates the everyday exceptional moments in life that happen on Shaw Floors. The fully integrated effort included a half-dozen television spots that aired on cable networks such as HGTV, DIY Network and TLC, as well as print, digital and dealer toolkits. At the heart of the campaign was shawfloors.com—a wholly responsive, immersive website with a Pinterest-inspired inspiration gallery and gorgeous photography and video woven throughout, which made finding new flooring as effortless and elegant an experience as possible.

Since launch, Shaw has seen a lift in purchase intent and brand favorability, as well as an increase in retailer visits YOY. As for Shaw’s retailers, there have been 100,000+ downloads of campaign content to date, and more than 1,000 dealers are enrolled in the Shaw Web Studio program. Retailers taking advantage of these tools are showing increased sales over non-participating retailers.