Happy Feet International · The Pinnacle Launch
the best flooring decision you can make.
A luxury flooring launch built to get consumers walking into dealer showrooms asking for it by name.
Happy Feet International, a family-owned flooring manufacturer based in Chattanooga, brought Maycreate in to launch Pinnacle, its first entry into luxury LVP flooring.
LVP is a crowded category, and Pinnacle was a genuine step up in price and quality for a brand not yet associated with luxury. The product was ready; the market wasn’t primed to place Happy Feet in that tier.
The goal was awareness with a heavy serving of foot traffic. We built the campaign to get consumers into dealer showrooms asking for Pinnacle by name, converting existing dealers into stronger stockists and creating demand at retailers who didn’t carry it yet.
We built the campaign around “The Best Flooring Decision You Can Make,” anchored by two spokes-pups, Princess and Twig, and the brand’s first influencer partnership with home-renovation creators Nick and Liv DIY (1.4M followers) and Lexi DIY (1.9M followers).
The campaign ran across paid social, paid search, TV on HGTV and Discovery Plus, airport outdoor, and trade publications over three consecutive quarters.
Logo
Packaging
Advertising
Photography
Website
Strategy
Copywriting
Manufacturing
Distribution
Years after launch, Princess and Twig are still showing up in Happy Feet’s social and dealer content, proof that the right creative choice can outlast the media plan that introduced it. Pinnacle is now a fixture of the Happy Feet lineup, not a one-off push, and the dealer-facing strategy behind it has become a model Happy Feet still points back to.
founded on a single product line
product lines carried at brand build-out
employees, up from two
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“They didn't just need an agency; they needed a real partner that wanted to build the happiest, most powerful flooring company on the planet.”