Beautifully Responsible

The Resilient Floor Covering Institute is a trade organization of retailers whose products have been sourced, designed and manufactured with sustainability in mind. Together they created Beautifully Responsible — a consumer brand committed to sustainable manufacturing, reduced waste, and healthy indoor air quality. Beautifully Responsible retailers aim to educate consumers on the holistic benefits of choosing sustainable flooring.

The cooperative marketing initiative needed to grow awareness of the beautifullyresponsible.com website, a central resource for educating and encouraging consumers to consider products that marry beauty, performance and sustainability.

boa created a digital marketing strategy that centered on reaching varied audience segments and introducing them to resilient, sustainable, and affordable flooring.

We leveraged high-quality imagery and videos to promote the brand’s benefits and innovations in ads across Instagram, Pinterest, Google Display Network and Youtube. In addition, tailored messaging corresponding to various consumer journey phases and interest categories, including architecture and design, sustainability, and home improvement, allowed us to optimize towards KPIs on a granular level.