Traditional Case Study

Stainmaster Carpet Branding & Fall Promotion

In 2008, we were asked to develop a new program for longtime client Stainmaster Carpet, including a national TV spot and materials for a national consumer promotion. With the home products market feeling the economic pinch, the client had very specific objectives for the new creative, based on an extensive consumer research study. Concepts would be tested against these objectives and the one that tested best would be produced.

The research showed that carpet brand preference was not determined by a single factor. Because new carpet is a fairly large investment that requires a disruptive installation process, the women we are speaking to want to make a decision they will be happy with for a few years.

Since the decision has both style and function components, we determined that the best way to build consumer commitment toward a carpet brand involved a strategy that combined a product performance message with a fashion message.

All of our concepts performed extremely well in testing, far exceeding expectations. The choice was clear, with no elaborate interpretation of the data needed: the concept we recommended from the beginning was the leader in nearly every category tested.

The spot was produced over the summer and is airing now. Promotional materials appeared in stores in the fall. Further consumer testing will be performed within the year to measure the impact of the completed ad on consumer commitment to the Stainmaster brand.