Floor Coverings International
Pet-Approved Full-Funnel Success
How Floor Coverings International franchisees, partners, and pet lovers came together to turn a full funnel summer promo into a community movement— proving that brand power grows strongest at the community level.
data-Driven Results
+26%
Year-Over-Year Increase In Branded Search Interest
+8.1%
Growth In New User Traffic Compared To Previous Period
+39%
Higher Click-Through Rate On Pet-Friendly Brand Awareness Creatives Vs. Evergreen
More Than a Marketing Campaign
The Pet-Friendly Campaign brought together customers, franchisees, and partners around the love we share for our pets.
Anchored by a $10,000 Pet-Friendly Flooring Giveaway sponsored in part by Shaw Floors’ pet-friendly flooring—the campaign aligned perfectly with the message of durability, comfort, and home life with pets.
While the campaign delivered measurable digital growth, the real win was how franchisees embraced it locally, transforming a national promotion into an authentic, community-first movement.
Goals & Objectives
- Build brand awareness and engagement during summer months
- Collect prospect emails for future targeting
- Test the impact of lifestyle-driven creative (Pet-Friendly theme) on ad engagement and cost efficiency
- Strengthen franchise engagement through local activation
Primary KPIs
- Branded Search
- New Website Visitors
- Prospect Submissions
Campaign Plan
We launched a full-funnel strategy designed to drive awareness nationally and activation locally.
Media Channels
Brand Awareness Digital Advertising
Messaging focused on the Giveaway to attract new attention to the brand.
- Meta (look-alike audiences): High engagement and consultation interest.
- Display: Drove the majority of new website visitors and email submissions.
- Streaming Audio: Extended top-of-funnel awareness with strong completion rates.
Lead Generation Digital Advertising
Messaging focused on pet-friendly product offerings and CTA’s to book an appointment.
- Meta: Brand awareness retargeting + high intent audiences
- PMAX: Website retargeting + high intent audiences
*Response Labs built the ads and messaging, other partners managed ads.
Local Franchise Activation
To make activation easy, we provided franchisees with a full Pet-Friendly Playbook and custom print materials, including:
- Door hangers
- Flyers
- Direct mailers
- Rack cards and in-store signage
The playbook guided franchisees on how to partner with local shelters, host adoption events, and connect with pet-related businesses they hadn’t worked with before. This made participation simple, scalable, and deeply personal.
Franchisees across the country joined in—sharing their own pets on social, giving away branded pet swag (bandanas, toys, tennis balls), and turning the campaign into a community-driven event that extended far beyond the digital experience.
Our team used nearly every idea from FCI’s Pet-Friendly Playbook—and more. We connected with over 20 local pet businesses, set up displays and flyers in stores, and joined community adoption events. We even hung door hangers in nearby neighborhoods and gave out pet swag. The results were incredible—our social reach nearly doubled, appointments increased, and the local community rallied behind us. The investment was small, but the engagement was priceless.
Bay County Franchise Team | Floor Coverings International
This kind of energy was seen across the network—owners, staff, and local partners bringing the campaign to life in their own communities, creating authentic brand experiences that drove both awareness and goodwill.
Performance Insights
- Branded Search increased 26% year over year, proving the campaign boosted awareness and intent to engage with the brand.
- New website visitors grew 8.1%, confirming success in reaching new audiences.
- Display was the top driver of new prospects, while Meta delivered the strongest engagement and consultation interest.
- Franchise participation amplified results, turning digital awareness into real-world community engagement through local events, partnerships, and giveaways.
Creative Takeaway
- The Pet-Friendly Campaign proved that when corporate storytelling meets local activation, the result is more than a marketing win—it’s a community movement.
- By combining an emotional theme, a strong brand partnership with Shaw Floors, and strong branded tools that empowered franchisees to make the campaign their own, we activated every level of the funnel.
- From branded search growth to adoption events and local partnerships, this campaign became proof that engagement isn’t just measured in clicks—it’s built in communities.