A Brand Wooden Flooring
Translating an offline legacy into digital market leadership.
The content / Made for the brand
14 artworks / 4 videos
01 / Overview
Client at a glance
A Brand Wooden Flooring (abrand.lk) is one of Sri Lanka's most enduring premium flooring companies. It was established in 2007 in its flagship showroom at 140 Nawala Road, Nugegoda. The range spans Solid Wood, Solid Wood Decking and Ready-To-Lay Flooring. A Brand built its reputation almost entirely on word-of-mouth, trade referrals and the quality of its craftsmen. The brand carried nearly two decades of technical excellence, but almost zero digital presence.
Bad Batch Media was engaged on a monthly retainer to change that. The job was to translate A Brand's offline legacy into measurable digital authority, and to connect a premium, relationship-driven product to a modern buyer who discovers, evaluates and inquires through social media.
- Service provider
- Bad Batch Media
- Engagement type
- Monthly retainer
- Primary KPI
- WhatsApp inquiries and showroom visits
Product portfolio
| Product line | Key materials | Target buyer |
|---|---|---|
| Solid Wood Flooring | Sri Lankan Teak, Indonesian Teak, Merbau, Kumbuk, Bamboo Pre-Finished | Residential premium, hospitality, high-end fit-outs |
| Ready-To-Lay Flooring (formerly Resilient Flooring) | SPC and engineered composite boards | Urban upgraders, renovation projects, budget-flex buyers |
| Solid Wood Decking | Treated hardwood for exterior use | Architects, landscape designers, commercial |
02 / The challenge
Legacy strength, digital blind spot
A Brand had everything a premium brand needs: craft, longevity, trust, and a portfolio of landmark projects including work with Maga Engineering, Tudawe Brothers and Perigon Lanka. Yet none of this was visible online. The challenge was not to build brand awareness from scratch. It was to digitise a reputation that already existed in rooms and referrals, and make it discoverable by a new generation of buyers.
Industry friction
Heavy reliance on offline referrals
Inbound discovery was limited to word-of-mouth and trade contacts. No mechanism existed to reach new buyers actively searching online.
Only posting final product photos
Social media presence was limited to static finished-floor imagery. There was no process, no people and no story. The feed felt generic and gave buyers no reason to trust or choose A Brand over a cheaper import.
Process and craftsmanship hidden
A Brand's real competitive advantage was invisible to the market: its trained installation teams, precise levelling, secret nailing and quality control.
Losing ground to cheap imports
Without educational content, buyers had no framework to assess why premium solid wood justified a higher investment than low-cost vinyl alternatives.
The opportunity
12.4M internet users in Sri Lanka
Facebook at about 72% dominance and rapidly growing Instagram Reels usage gave A Brand an immediate, low-friction channel to reach home improvers and specifiers.
The renovation shift
Cost-sensitive post-economic-crisis conditions had buyers upgrading existing spaces rather than rebuilding. This was a direct opportunity for flooring specialists.
Rising demand for natural materials
Growing eco and cultural consciousness was driving demand for timber that fused traditional Sri Lankan aesthetics with responsible sourcing.
B2B referral gap
Architects, designers and hospitality fit-out teams needed a reliable spec partner with clear BOQ support. A Brand could fill that gap with the right digital proof.
03 / Audience
Defining the high-value buyer
The strategy had to serve two very different audiences at the same time, without pitching one product category against another. B2C content had to inspire and educate. B2B content had to reassure and convert on credibility.
B2C: residential
Urban Upgraders (25–45)
They value modern aesthetics, smart storage and easy maintenance. They browse Instagram Reels and Facebook for renovation inspiration. Primary platform: Instagram and Facebook Reels.
Family Home Improvers (30–55)
They focus on long-term durability and climate resilience for Sri Lanka's humidity. They seek warranties and proof of lasting value before they commit. Conversion trigger: before and after transformation content.
B2B: commercial and referral
Architects and Interior Designers
They need a spec-safe partner with clear BOQ support, reliable timelines and product documentation. They are active on LinkedIn and through direct referrals. Trigger: portfolio evidence of landmark project delivery.
Hospitality and Fit-outs
Boutique hotels, cafes and commercial spaces want Instagrammable aesthetics with high-traffic durability. They are price-sensitive but quality-anchored.
The modern buyer journey
Discovery
Instagram and Facebook Reels. Transformation hooks, raw-to-finished content and "3 Mistakes to Avoid" videos.
Trust
Educational carousels, Types of Wood infographics and behind-the-scenes installation progress.
Conversion
Click-to-WhatsApp direct inquiry. Quote requests, showroom visits and site assessments.
04 / Strategy
The five pillars of digital dominance
Every piece of content made for A Brand maps to one of five strategic pillars. The pillars were not built as categories for convenience. Each one addresses a specific gap in the market, a specific buyer objection, or a specific stage in the purchase journey.
The Heirloom Floor. The last floor you'll ever have to redo.
01 Humanised storytelling
Move behind the showroom glass. Weekly short-form videos spotlight the sales team, craftsmen and installation crews on-site. They show the precise levelling, batten placement and secret nailing that separate A Brand's trained teams from DIY alternatives. People buy from people they trust. This pillar makes that trust visible.
02 Real-time showcases
Document actual home and showroom installations as they happen. Raw wood arrives, gets milled, laid and finished, and the camera follows every step. This is the content that stops the scroll, and it is proof of workmanship quality.
03 Educational content
Teach the market why solid wood justifies a premium price. The "Know Your Floor" series explains how Sri Lankan humidity affects different materials, why Burma Teak outlasts vinyl over a 10-year horizon, and how a solid wood floor increases resale property value. Side-by-side comparisons address the cheap import objection directly.
04 Cultural and eco positioning
Celebrate Sri Lanka's timber heritage. Sri Lankan Teak and Kumbuk are living materials from local forests, carried by local craftsmen, installed into Sri Lankan homes. Sustainability stories highlight long-term cost efficiency, responsible sourcing and eco-friendly finishes.
05 Community commerce
Build trust through social proof and direct engagement. WhatsApp-first calls to action, client testimonials, review content and engagement-driven posts convert followers into inquiries. The primary conversion metric is not follower count. It is WhatsApp messages and showroom visits generated.
05 / Funnel
Social-to-sale architecture
Every content piece is given a funnel stage before production. This keeps the monthly content plan balanced between awareness, trust-building and conversion, rather than defaulting to product showcase posts that only serve existing followers.
Top of funnel: reach and discovery
Facebook and Instagram Reels are the main discovery vehicles. Hook-led transformation content (raw wood to polished floor), "3 Mistakes to Avoid When Installing Wood Floors" and process-reveal Reels stop the scroll and pull in cold audiences. Formats: reels and short-form video, transformation reveals, educational hooks, boosted reach via Meta Ads.
Middle of funnel: engagement and trust
Warm audiences become brand followers through carousels, infographics and behind-the-scenes content. "Types of Wood Used (Burma Teak vs Kumbuk)", installation progress diaries and staff spotlights build the credibility needed for a high-ticket purchase. Formats: educational carousels, behind-the-scenes installation, staff and craftsmen spotlights, heritage and certification posts.
Bottom of funnel: inquiry and lead conversion
Direct WhatsApp calls to action, showroom visit prompts and quote-request content turn trust into action. The primary KPI is WhatsApp inquiries, not follower count. Meta Ads at conversion objective target warm retargeting audiences for efficiency. Formats: click-to-WhatsApp posts, showroom visit invitations, client testimonials, Meta Ads at conversion objective.
| Tier | Primary objective | Projected outcome |
|---|---|---|
| Entry | Brand awareness and reach | Organic audience growth and initial inquiries |
| Growth | Reach and traffic to WhatsApp | Sustained inquiry volume and community building |
| Scale | Conversion: Click-to-WhatsApp | High-volume targeted inquiry generation |
06 / Execution
Content strategy and monthly production
The monthly content plan follows a 4-week blueprint. Each week covers three content types: Trust (humanised storytelling), Informative (education) and Quality (proof of craftsmanship and product). Content is produced in two naming series: AW (graphic artworks) and V (video reels), with TK for TikTok.
| Week | Trust | Informative | Quality |
|---|---|---|---|
| Week 1 | Reel: Meet the Team (installers on-site) | Artwork: Why Solid Wood is Different (carousel) | Reel: Raw Wood to Finished Floor (transformation) |
| Week 2 | Reel: Professional Installation Process (secret nailing) | Artwork: Types of Wood (Burma Teak vs Kumbuk) | Artwork: Why Wooden Floors Last for Decades |
| Week 3 | Artwork: A-Brand Since 2007 (heritage highlight) | Reel: 3 Mistakes When Installing Wood Floors | Artwork: Parquet Flooring Design Inspiration |
| Week 4 | Reel: Project Transformation (cinematic before / after) | Artwork: Wood Floor Maintenance Tips | Reel: Why Wooden Floors Increase Property Value |
| Series | Format | Platform | Current status |
|---|---|---|---|
| AW (Artworks) | Static graphic designs: carousels, infographics, brand posts | Meta (FB + IG) | AW13–AW18 in Phase Two production |
| V (Video / Reels) | Short-form vertical video, 15–60 second Reels | Meta (FB + IG) | V06–V10 in Phase Two production |
| TK (TikTok) | TikTok-format vertical video, adapted from Reels | TikTok | TK02 in Phase Two production |
07 / Brand voice
Compliance standards and copy rules
A Brand's brand voice is one of the most strictly governed parts of this engagement. Every caption, artwork text and call to action is checked against the brand booklet before delivery. The purpose is not restriction for its own sake. It protects A Brand's premium positioning, its legal exposure from unverifiable claims, and the integrity of each product category across a diverse range.
Our purpose is to bring serenity, beauty, and care into every space.
Approved language and rules
- beauty, serenity, care, craftsmanship
- dependable, enduring, lasting durability
- rich grain, responsibly sourced
- "Nearly Two Decades" or "Since 2007" (founding reference only)
- "the last floor you'll ever have to redo"
- WhatsApp CTA (0773333333)
- Showroom address as a secondary CTA
- 3–5 niche and 2–3 broad hashtags per post
Prohibited: never publish
- Emojis of any kind
- Em dashes in copy
- "Hotline": use WhatsApp
- "DM us": direct to WhatsApp
- "Pioneers of Wood" tagline
- Specific year-count claims (for example "20+ years")
- "Affordable", "cheap" or unverified superlatives
- Refinishing language applied to SPC / Ready-To-Lay floors
- Product cross-contamination (one line's claims on another)
- Unverifiable warranty or performance figures
Key compliance principles
No product cross-contamination
SPC / Ready-To-Lay floors cannot be refinished. Damaged planks are replaced individually. Refinishing language, which is valid for solid and engineered wood, must never be applied to this product category. Each product line gets verified claims only.
No unverifiable claims
Specific figures such as warranty periods, year counts and performance statistics are held until the client confirms them. Flag and hold. Do not publish.
Heritage phrasing
The brand's age is expressed as "Nearly Two Decades" or "Close to Two Decades". Never a specific number. "Since 2007" is acceptable only as a founding year reference.
No inter-category comparison
Copy must not position one A Brand product as better than another. A Brand sells across both local and imported timber lines, and no category may be pitched against another.
Quality gate before delivery
Blockers (placeholder text, unconfirmed partner names, unverifiable claims) are raised before caption delivery, not after. Heshan (client-side) confirms flagged items before any piece is cleared for publication.
08 / Scope
Monthly deliverables
The engagement covers a complete, hands-on digital marketing function, from on-site content collection to performance reporting.
| # | Deliverable | Quantity | Platform | Notes |
|---|---|---|---|---|
| 01 | Social media videos (Reels) | 5 videos / month | Meta (FB + IG) | Up to 2 revision rounds per video |
| 02 | Graphic artworks | 6 artworks / month | Meta (FB + IG) | Up to 2 revision rounds per artwork |
| 03 | On-site content gathering | 2 sessions / month | All platforms | Saturdays 9 AM – 12 PM, Colombo District |
| 04 | Meta ad management | Ongoing | Facebook and Instagram | Campaign creation, targeting, monitoring |
| 05 | Monthly performance report | 1 report / month | All platforms | Reach, engagement and ad performance |
| 06 | TikTok video | 1 video / month | TikTok | Up to 2 revision rounds |
09 / Methodology
How we work: approach and workflow
The Bad Batch Media workflow for A Brand is built on strategic accountability: flag issues before delivery, not after. Every content piece goes through a structured quality gate before it reaches the client, and every blocker is written down and held until the client resolves it. This protects both the brand and the relationship.
Brief and pillar mapping
Each content piece is briefed against a strategic pillar and funnel stage. The product line is verified, the audience is confirmed, and the relevant brand rules are loaded before a single line of copy is written.
Drafting and compliance check
Copy and creative direction are developed using only approved brand language from the A Brand booklet. Prohibited terms, em dashes, emojis and unverifiable claims are screened out before the draft is finalised. Gemini may produce initial frameworks. All brand-critical refinements are applied by the account manager.
Quality gate
Active blockers (placeholder testimonials, unconfirmed partner names, unverified warranty figures, unconfirmed repairability claims) are raised clearly before delivery. Nothing moves to client review until blockers are declared.
Client review (Heshan)
Drafts go to Heshan at A Brand for written approval by email or WhatsApp. The client has 3 business days to respond. Content deemed approved after this window may be published to keep the posting schedule.
Revision and publication
Up to 2 revision rounds per piece are included. Each revision is a single consolidated set of changes. Once approved in writing, Bad Batch Media publishes as scheduled. Revision feedback is applied together with brand compliance. Client instructions never override standing brand rules without the account manager flagging it.
Monthly performance report
At the end of each month, Bad Batch Media delivers a performance report covering reach, engagement and ad performance across all platforms. Projections are always shared with honest caveats. Revised-down estimates with limits stated are preferred over inflated benchmarks.
Optional add-ons available
Event photography and videography
Coverage for product launches, showroom activations and industry events.
Dedicated product photography
Catalogue photography and bespoke campaign shoots for seasonal or new product lines.
Bad Batch Media
Building digital legacies for brands that last
This case study documents the strategic approach, creative framework and execution method developed by Bad Batch Media for A Brand Wooden Flooring. It shows how we build end-to-end social media strategies for premium Sri Lankan brands.
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