LL Flooring Has You Falling Over for its Budget Friendly Campaign

As home improvement increases in popularity, people are spending their free time turning homes they like into homes they love. That’s why LL Flooring has tapped Barkley as its agency of record to share that message, with the work currently airing. And the only thing better than creating your dream home is doing it on a budget. LL Flooring has partnered with Barkley to kick off their new creative, brand and media strategy with the launch of their Dream Floor campaign. 

The 'Dream Floor' campaign is the first work from Barkley for LL Flooring (formerly Lumber Liquidators), a national chain of flooring retail stores specializing in budget-friendly laminate and bamboo, vinyl and hardwood flooring. LL Flooring enlisted Barkley to help execute a data-driven approach to audience, brand, messaging and channel strategy, in addition to creative.

“After our rebrand to LL Flooring in 2021 we were looking for a partner that could not only help us develop great creative, but also develop and manage brand and media strategy as we seek to provide the best customer experience from inspiration to installation,” Mike Dauberman, chief growth officer, LL Flooring. “The partnership and strategy go hand-in-hand with our plans for aggressive growth.” 

Research conducted by Barkley in October 2021 found that many Americans considering a home remodel or laying flooring, regardless of age or gender, were united by similar needs. 

To that end, this first campaign is focused on giving consumers dream flooring that also meet those needs in everyday life: dog-proof, kid-proof, budget-proof, or a much needed style upgrade. When the characters hear that all of those things are possible, they fall over in dreamy surprise, and part of the fun of the campaign is all the ways — and reasons — that they fall. 

'Scratch shock,' for instance, opens on two shoppers…well, one human shopper with a dog strapped to his chest in a baby carrier. The man covers the ears of his pet as he asks the LL Flooring Associate about any 'Kevin-proof' flooring. The Associate immediately holds up flooring that is scratch and water resistant. You know, “a good floor for a good boy.” 

The national campaign is running on social, TV and radio.