Reaching Flooring Professionals Through Creative Content
Seeking to build trust and raise brand awareness among flooring installers, a group that is traditionally hard-to-reach online, Floor & Decor partnered with People First to deploy real stories and experiences through a robust microinfluencer campaign. This allowed Floor & Decor to embrace non-traditional messengers through the installer community, going beyond conventional approaches that simply highlight extravagant house projects. Guided by social listening and insights, the program was built to reach two specialized audiences: flooring professionals and buy-it-yourselfers (BIYers).
total reach through organic and paid posts
organic posts across all audiences
average engagement rate across organic posts
higher engagement rate on Instagram reels over the industry average