Best Manufacturing Email Message Campaign

GOAL
Armstrong Flooring and Ceilings developed a social media and email campaign targeted to architects and designers to promote Armstrong as a design leader in the commercial building products industry.
BACKGROUND
The i2r (Idea to Reality) Design Competition opened on September 10, 2012. The campaign included social media promotions on Facebook, Twitter, Pinterest, and Google+, three emails to our commercial distribution lists, video, and landing pages to encourage professionals to submit their designs for ”idea” or ”reality” using Armstrong commercial products.
To decide the winners, entrants solicited votes via social channels for their “idea” entries. Votes were then tallied via the competition site. A panel of design experts judged the “reality” entries. In the end, six winners were selected—three Ceilings and three Flooring winners.
The competition ended on November 1, 2012. Armstrong announced the winners through the social and email channels used to introduce the competition as well as a press release and billboard in New York’s Times Square.
RESULTS
The competition website received 58,000 views, 200 submissions, and 1,000 public votes. Of the 900 shares through social channels like Facebook and Twitter, 41% later participated in the competition either through an entry or vote. Three email announcements for the competition had a 36% average open rate compared to a 20% industry benchmark. The winners’ pages on armstrong.com were visited over 16,000 times. As an indirect result, Armstrong Commercial Flooring has received nine flooring design awards since the competition ended.

Contributors:

Commercial eMarketing Manager:	Sally Kresge
Global Director, eMarketing:	Richard Milliron
VP Commercial Marketing:	Joann Davis Brayman
Sr. Staff Designer:	Di Anna Borders
GM Commercial Branding & Marketing:	Debra Kereczman
Marketing & Design Director - Flooring:	Julianne Pierce
User Experience Designer:	Robin Demackiewicz
Social Media Manager & Copywriter:	Kimberly Lefever
eMail and Lead Generation Specialist:	Ruby Pena
Web Analyst:	Heather Antolik

ARMSTRONG WORLD INDUSTRIES

Location: United States

About the Agency:

Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors and ceilings. In 2012, Armstrong's consolidated net sales from continuing operations totaled approximately $2.6 billion. Based in Lancaster, Pa., Armstrong operates 32 plants in eight countries and has approximately 8,500 employees worldwide. For more information, visit http://www.armstrong.com/.