ProGen™ Product Launch
Building Awareness Among New Audiences
Tarkett debuted its latest luxury vinyl flooring line, ProGen™, and wanted to build awareness among a new generation of smart, savvy consumers who are interested in DIY, design, and sustainability. Because of its modern style and ease of installation, ProGen™ is perfect for first-time homeowners looking to update their space with a unique touch. The vinyl flooring market is a highly competitive space so Tarkett needed an enaging way to capture the attention of these consumers and to inspire them to use this new product.
With the goal creating buzz around ProGen™ and reaching new audiences, Everywhere and Tarkett partnered to source 15 DIY and lifestyle influencers to document the process of renovating a room in their home via blog posts and social shares. Influencers produced before-and-after content that highlighted how easyProGen™ was to install and the classic design aesthetic of the product. Additionally, influencer blog posts directed traffic to Tarkett’s ProGen™ website so consumers could explore the flooring line’s style variations and features. From popular “she sheds” to RVs and garages to bedrooms, influencers showcased the versatility of the product and encouraged their audiences to install ProGen™ in their own home.
The resulting 15 blog posts and social shares created by influencers garnered over 3.2 million impressions and an engagement rate of nearly 5%! The campaign earned a media value of $120,000 – a 371% return on investment. Additionally, the client reported a 20-30% increase in web traffic correlating with the primary months of the campaign, indicating influencers’ audiences wanted to learn more about the product. The influencers also supplied Tarkett with over 200 original photos throughout the campaign, providing the brand with additional content to feature on their social channels long after the influencer initiative wrapped.
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