Floor & Decor: Inspiring Consumer Audiences to Get Floored™

Floor & Decor: Inspiring Consumer Audiences to Get Floored™

Strategic Foundation Creative Campaign & Content Development
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Floor & Decor wanted to solidify its connection with homeowners and compete head-on with the home improvement giants.

Project Overview

What We Did

Leading with strategic foundation exploration, we identified Floor & Decor’s main competitive advantages, plus key audience personas and the perfect moments to connect with each in their home improvement journey. These insights allowed us to hone positioning statements that guided creative development. Highly collaborative agency-client ideation explored key themes and ideas and served as a launching pad for creative concepting. After quantitative testing of select concepts, we utilized our internal resources to produce TV and radio spots, with each featuring one persona and emphasizing testing’s messaging highlights. The total campaign related Floor & Decor to consumers’ different DIY skill levels, design capabilities, product needs and style choices. We additionally adapted spots in English and Spanish for grand opening events across 24 U.S. markets.


Wray Ward delivered a broadcast campaign that not only elevated Floor & Decor’s brand aesthetic but also showcased their equity points in a relatable way, allowing the commercials to work harder to connect with their target audiences. The creative approach has proven flexible, allowing Wray Ward to create several additional spots in support of pandemic-related “reopen” and “safe shopping” messaging.

National TV & Radio

Spots addressed key consumer personas — the Determined Duo, Discerning Designer and Repeat Renovators — and Floor & Decor’s particular appeal to each. Respectively, the spots highlighted vast selection and trend-forward styles, the store pros trust and one-stop shopping, everything you need and vision fulfilled, and everyday low prices and in-store design services. Within each spot, the featured persona, via an inner monologue, recounts how they discovered exactly what they wanted, without compromise, at Floor & Decor.

Pandemic-Related Messaging and Local Store Marketing

The creative approach to broadcast has proven flexible, allowing the creation of additional spots in support of pandemic-related “reopen” and “safe shopping” messaging. In addition, we adapted national spots to announce store grand openings in local markets in both English and Spanish. “Coming soon” and “now open” creative was developed, with each grand opening store receiving a complete set of assets based on their market size and demographic composition.

Campaign Photography

Campaign photography was efficiently captured during the broadcast shoot to provide the ability to consistently execute creative across social media, digital advertising, website and print materials.