For decades, Tarkett has been the indisputable flooring industry leader in sustainability, taking action ahead of its competitors long before regulations required it. But the company’s story was complex, salespeople didn’t know how to talk about it, and customers were no longer seeing sustainability as Tarkett’s superpower.
Re-establishing Tarkett as the industry sustainability leader
Our objective was to clearly and firmly re-establish Tarkett as the industry leader. We started with an information request and materials review process, competitor messaging review, in-depth stakeholder interviews and a discovery workshop.
We created a strategic communications construct — Proof in Every Step — to categorize and organize the most important messages and proof points.
We built a 12-month marketing communications plan that communicated directly with architect and design audiences through digital channels and provided the tools and training to Tarkett salespeople.
The campaign included social and digital ads, thought leadership content, white papers and continuing education units (CEUs).
Leaders Show the Way Forward
Tarkett’s sustainability story was built on their track record of transparency, but to remain a leader, they needed to be proactive. They needed to frame the importance of sustainable and responsible flooring choices to the experts we turn to when making these decisions on a large scale — architects and designers. We developed a series of thought leadership articles and continuing education courses to help ingrain the long-term health and sustainability benefits gained every time they choose responsibly designed and manufactured flooring.
A click-through breakthrough
The Proof in Every Step campaign had the highest FB/Instagram CTR of any Tarkett campaign — 665% more than the CTR benchmark.