Resilient Floor Covering Institute (RFCI)
Copy, Design, Video Editing
As an industry organization, the Resilient Floor Covering Institute (RFCI), needed a unified brand, messaging, and voice to share its sustainability story. This became Beautifully Responsible®.
To promote resilient flooring’s sustainability benefits, we developed a digital marketing campaign including a consumer-facing website, social, display and pre-roll ads, engaging organic social media content, video content, thought leadership articles, and an influencer campaign.
In the first full year, the campaign has resulted in over 16 million impressions, 1.2 million YouTube views, and over 90 thousand website visits.
I developed the original designs, wrote and edited video assets, and developed a consistent campaign voice across Google display, Instagram, and Pinterest ads.
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Play Rough
Toss the toy again and again with floors that are made for life. Find your room to live at beautifullyresponsible.com
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Calm in Every Breath
From sprinting out the door after a coffee catastrophe to a calm soak in the tub — your Beautifully Responsible® floors not only stand up to life but they make every breath count with third-party certification to promote good indoor air quality. Find your floor at beautifullyresponsible.com.
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For Your Environment — Inside and Out
Create a home environment that’s made with the world’s environment in mind. Find your floor at beautifullyresponsible.com
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Room to Live
When you pick your floors, you have a plan for the room. The accessories, artwork, furniture, everything is going to work in harmony. But life has plans of its own. From your kid coloring outside the lines to the accidental wine bottle knock, Beautifully Responsible™ floors are made for life’s unexpected moments so no matter what happens, you have room to live. Find your floor at beautifullyresponsible.com