Floor & Decor® Broadcast + Brand Consultation
Floor & Decor wanted to deepen its connection with homeowners and compete more directly with home improvement giants. We began with strategic foundational work — including a pro-segment messaging strategy — to identify the brand’s competitive advantages, audience personas, and the key moments to engage them along the home improvement journey. These insights informed positioning statements that guided creative development and tone.
We produced a series of TV and radio spots tailored to four core personas — the Discerning Designer, Repeat Renovator, Determined Duo, and Savvy Shopper — highlighting Floor & Decor’s specific appeal to each. The campaign communicated the brand’s strengths across varying DIY skill levels, design confidence, product needs, and style preferences. Spots were adapted for English and Spanish grand openings across 24 U.S. markets.
The resulting broadcast campaign elevated the brand aesthetic while showcasing Floor & Decor’s equity in a relatable, human way — enabling the work to connect more meaningfully with homeowners.
Impact
TV advertising became the highest overall contributor to sales across all ad platforms that year.
All four spots outperformed previous Floor & Decor commercials.
The campaign scored above the ABX TV ad benchmark’s 50th percentile.
The Discerning Designer spot performed better than 90% of all TV ads measured.
Two years later, Floor & Decor returned to us to create four brand-new spots — a testament to the effectiveness of the approach.
