MOHAWK FLOORING
Own the Moment
As creative director during the rebrand of Mohawk Flooring, Pergo, and Karastan, we took consumer and competitive research to see what would resonate with the target audience and what gaps in the industry we could exploit. Of the three major brands for Mohawk Industries, Mohawk Flooring was the everyday brand and needed to connect with consumers emotionally. "More Moments are Made on Mohawk" was born. Traditionally, Mohawk only did campaigns that lasted 12 months and then created something new (based on trade events). With the buying cycle so long and complex for flooring, I was able to get stakeholders to invest and plan for a long-term brand campaign that could adapt to new products each year and still drive the brand promise over time and own moments in consumer's lives so that when they were in the market for flooring, Mohawk was top of mind.
This is a visual story of a typical 12-hour day in the lives of many families. Each moment is clearly defined on the floor, and has a sound effect that makes for unique sound design of the overall piece.
Look and Feel: Authentic, Emotional, Beautiful.
Real, life moments are made on Mohawk floors. Kids lie on the carpet and struggle with algebra. Your daughter nervously grips her heels into the tile floor as her prom date pins her corsage. Turkeys accidentally slip and fall on the kitchen floor. Life is full of these memorable moments. The visual content for this campaign is authentic, emotional, and beautiful. The moments feel real. Real families, real homes, and natural light are all important aspects that make this idea come to life. The imagery focuses on the moment and the flooring and how they come together.
The creative strategy called for a rework of creative and messaging across brand.com, dealer.com, social, in-store merchandising and pop, and email. A complete overhaul for the brand. The 60 second anthem provides the overview of the campaign.
For each subbrand under the Mohawk Flooring umbrella, there was a moment to be owned based on the three reasons to believe for the product. The design system was based on a hierarchy of intent and each spot was created as a 7 sec social video, 15 sec social video, and 30 sec ad along with photography and messaging guide for each story.
Results
I am proud that this campaign is still in use today, 7 years later. It has the legs to live on forever and become synonymous with Mohawk and its products. During the first year of it's execution, there was a 220% increase of leads generated to the dealer and an average of 3,800 impressions on each asset. Also during that year, we had a corresponding sales lift of 12%. When science and art come together, a campaign continues to build on it's own success as shown in this case study.