• by Larissa Faw , September 21, 2017

Armstrong Flooring is leveraging the power of personalities as the producer of wood and resilient flooring products shifts away from merely promoting the features and benefits of its products.

The company is launching a new multifaceted  campaign developed in-house. Armstrong Flooring did a direct buy with HGTV for an integrated partnership that guarantees a minimum capture of 64 million impressions over an eight-week period.

The company worked with Location 8 to produce the finished product.

The creative concept behind the campaign, dubbed "The New Look of Tough," showcases females in male-dominated industries. The first phase introduces female world champion competitive wood chopper Martha King as she chops wood over Armstrong floors.

King was raised in her father's lumber yard cutting trees, and now competes around the world in the double-bladed axe throw, crosscut tree cutting, and her signature event, the exhilarating “underhand chop” -- a rare sport that’s even rarer among women. 

The voiceover suggests that Armstrong floors can stand up to "almost everyone's" daily life.

This multichannel national campaign will span print, digital, online, paid, earned and social media. The partnership with HGTV includes 30-second television ads on HGTV; digital advertising; an Armstrong Flooring hub on HGTV.com; and social videos that HGTV will promote on its Facebook page.

In addition, select social-media influencers will develop content for their own platforms. Armstrong Flooring will also launch a nationwide sweepstakes in which customers can enter to win Visa gift cards.

Armstrong Flooring will launch separate phases of the campaign in October and November with two additional women brand ambassadors during each launch phase. DJ Yolo Ono will represent vinyl flooring and Nastaya Generalova will represent engineered stone.