DO
THINGS
The Home Depot
Life Proof
The Problem
Performance is table stakes in flooring, and the category is crowded with copycat durability claims that no longer differentiate.
Everyday Insight
People don’t want to tiptoe around their floors or constantly protect them. They want floors that protect their life.
The Big Idea
Shift from competing on proof of toughness to dramatizing real life happening at full speed
Results
$5M+ Revenue impact, $4M+ Lift in in-store sales, 43X ROAS in high intent commerce, +11pp in likelihood to shop, +9pp in differentiation
