Floor Coverings International
Full-Funnel Success, Pet Approved
Floor Coverings International and Response Labs created a pet-themed summer campaign that turned a national promotion into authentic local community engagement, uniting franchisees, partners, and pet lovers while driving measurable digital growth.
Goals & Objectives
- ›Build brand awareness and engagement during the summer months
- ›Collect prospect emails for future targeting
- ›Test lifestyle-driven Pet-Friendly creative on ad engagement and cost efficiency
- ›Strengthen franchise engagement through local activation
A Full-Funnel Strategy
We launched a full-funnel strategy designed to drive awareness nationally and activation locally.
Brand Awareness Digital Advertising
- ›Meta look-alike audiences drove 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
- ›Meta: brand awareness retargeting plus high-intent audiences
- ›PMAX: website retargeting plus high-intent audiences
A $10,000 Pet-Friendly Flooring Giveaway
The promotion partnered with Shaw Floors' pet-friendly flooring products, aligning messaging around durability, comfort, and home life with pets.
Local Franchise Activation
Response Labs equipped franchisees with a Pet-Friendly Playbook and custom print materials, then guided them to partner with local shelters, host adoption events, and connect with pet-related businesses.
- ›Custom print: door hangers, flyers, direct mailers, rack cards, and in-store signage
- ›Franchisees shared their own pets on social and distributed branded pet swag (bandanas, toys, tennis balls)
- ›Local partnerships transformed the campaign into community-driven events
In the Franchisee's Words
The Bay County Franchise Team shared: “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.”
Results
- ›Branded search increased 26% year-over-year, proving the campaign boosted awareness and intent
- ›New website visitors grew 8.1%, confirming success reaching new audiences
- ›Display drove the top new prospect volume; Meta delivered the strongest engagement
- ›Franchise participation amplified results, converting digital awareness into real-world engagement
Key Takeaway
When corporate storytelling meets local activation, the result is more than a marketing win, it's a community movement.
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Response Labs brings agency experience and operational intelligence together, turning what your strategy firm and platform hand you into campaigns that ship, perform, and prove themselves.