Department
Growth MarketingService
- (001)Growth Funnel
R.M. Perera B2B
We helped R. M. Perera turn a high-volume lead generation campaign into a B2B acquisition funnel focused on qualified prospects, stronger conversions, and measurable revenue.
Growth Marketing Case StudyGrowth Marketing Case Study
R.M. Perera B2C
40 Years of Craftsmanship. Then We Gave It a Performance Engine.
What we deliveredWhat we delivered
Overview
From Legacy to Lead Generation.
R. M. Perera has been designing interiors and manufacturing bespoke furniture since 1984, building more than four decades of credibility across residential, corporate, and hospitality projects.
Our job was not to reinvent that reputation, but to build a digital system capable of turning it into measurable demand. That meant connecting content, creative, acquisition, and conversion rather than treating them as separate pieces of marketing.
But this campaign had a very specific job.
Take a selected range of furniture directly to consumers, generate high-intent inquiries, and turn that demand into actual sales, fast.
There was one catch.
The Meta acquisition infrastructure needed to do that had to be built from scratch.
So this wasn't simply a case of switching on some ads. We had to establish the infrastructure, develop the campaign assets, launch the acquisition system, and get it performing within a highly compressed window.
Department
Growth Marketing
Service
Growth Funnel
A connected growth funnel that built the Meta infrastructure, campaign creative, acquisition engine and inquiry pathways needed to sell selected furniture inventory in approximately 2.5 weeks.
01. Social Media Marketing
More Than a Good-Looking Feed.
A showroom has an advantage a social feed does not.
In person, you can see the grain of the timber, the finish of a surface, the proportions of a product, and the small details that make something feel considered rather than mass-produced.
On a screen, all of that has to be translated deliberately. That became a central part of our creative approach.
The campaign needed content that could communicate the quality of R. M. Perera's furniture while encouraging prospective customers to take action.
Some pieces needed to make someone want the chair, sofa, or collection on sight. Others needed to bring the price, promotion, or sales message forward quickly enough to turn interest into an inquiry.
The challenge was maintaining that variety without making the brand feel fragmented.
We developed the campaign creatives around carefully considered layouts, product selection, visual hierarchy, copy, and calls to action. Each creative had a purpose within the wider acquisition journey.
The aim was to preserve the brand's established identity while making the selected products easier to discover, evaluate, and inquire about.
Rather than treating every asset as a standard social media post, the creative was developed to support a specific commercial objective.
02. Meta Ads
Before We Could Run the Campaign, We Had to Build the System.
We couldn't optimize a funnel that didn't exist yet. Before the first ad could run, there was a fair amount of groundwork to do.
We established the Meta Business Manager and advertising account, prepared the acquisition infrastructure, and built the product catalogs needed to take the selected furniture range to market.
But the objective was never simply to get the advertising account running. We built backward from the sale.
What exactly were we selling? What did a potential buyer need to understand about each product? And what was the clearest next step for someone ready to inquire? Those questions shaped the catalog structure, campaign setup and customer journey.
The goal was to connect every stage of the customer journey, from product discovery and advertising to inquiry and purchase, before paid traffic began.
There was little value in generating demand if the infrastructure behind it wasn't ready to support that demand. By establishing the foundation first, we could focus on acquiring customers rather than compensating for gaps in the funnel.
Fast Demand. Controlled Spend.
With the infrastructure and creative system ready, Meta became the primary customer acquisition channel.
The selected furniture products were launched through targeted advertising campaigns, audiences were activated, and performance was continuously monitored and optimized.
Across two ad sets, the campaign generated:
- Ad Set 01: 321 messaging conversations
- Ad Set 02: 47 messaging conversations
Total: 368 buyer conversations.
But generating inquiries was only part of the job.
We continuously adjusted the campaign around actual buyer activity and inventory movement, rather than simply spending the full allocated media budget because it was available.
The objective was to move the selected furniture inventory, not exhaust the advertising budget.
By the time the available products had sold through, approximately 86% of the allocated campaign media budget had been used, with total media spend of LKR 60,578.
The commercial outcome mattered more than consuming the entire budget.
Keeping the Funnel Moving.
Generating demand is only valuable when prospective customers have a reliable way to act on it.
For this campaign, we designed the inquiry journey around direct communication between interested buyers and R. M. Perera's internal sales team.
WhatsApp was established as the primary inquiry destination, allowing customers to ask questions about advertised furniture, discuss product details, and move toward a purchase.
Rather than creating an unnecessary conversion process, we directed interested buyers into an accessible channel where R. M. Perera's team could personally handle inquiries and close sales.
But during the campaign, that process encountered an unexpected problem.
The existing WhatsApp inquiry system collapsed.
With an active acquisition campaign generating buyer interest, leaving that pathway unavailable risked interrupting the journey between an advertisement and a potential sale.
Overnight, we redirected the inquiry flow through alternative channels, including Messenger, Instagram DMs and hotline numbers.
At the same time, we worked on rectifying the issue and recovering the original WhatsApp inquiry process.
This required more than a change to an advertising destination. We had to adapt the active acquisition system and maintain alternative routes so that interested buyers could still reach the sales team.
A growth funnel doesn't end when someone clicks an advertisement. The route from interest to inquiry must remain functional, even when the original channel fails.
And in this campaign, we made that adaptation overnight.
03. Results and Performance
From Setup to Sell-Through.
The interesting part of this campaign wasn't simply that the advertisements performed well. It was how quickly the entire acquisition system came together.
We established the advertising infrastructure, product catalogs, campaign creative, and inquiry pathways within a highly compressed timeframe, connecting each part of the customer journey to a clear commercial objective.
The infrastructure supported acquisition, the creative translated product value into demand, and the inquiry pathways connected interested buyers with R. M. Perera's sales team.
The result was a campaign that achieved its commercial objective without requiring the full allocated media budget.
The Campaign-Wide Results
0.0M
Attributable Furniture Sales (LKR)
0.0X
Return on Ad Spend (ROAS)
0%
Return on Investment (ROI)
≤ 0.0
Campaign Inventory Sold Out
WeeksConclusion
A Campaign That Did Its Job.
R. M. Perera already had the craftsmanship and reputation. Our job was to give its furniture a direct route to consumers.
What this campaign reinforced for us was that performance marketing goes beyond running ads. From building the infrastructure to keeping inquiries moving when WhatsApp failed, every part of the funnel had to work toward the sale.
The objective was simple: move the furniture. And that's exactly what the campaign achieved.
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