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Refined Group - case studies
Proferlo Furniture: Reinventing a Brand, Entering a New Market & Tripling Online Revenue
9x
Blended ROAS
"Refined took our business to the next level. Their ability to orchestrate content, performance and strategy simultaneously in one unified approach is exactly what modern marketing should look like. They've genuinely had a huge impact on the success of the business.
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Allen Li
Director, Proferlo
The Challenge
Proferlo Furniture had a quality product and ambitions to expand into a new market, but their digital presence was holding them back. Their marketing relied on inflating ad spend rather than strategy, leaving them with no real brand identity, inconsistent content, and a website that failed to convert. Without a cohesive design language or a content foundation that built trust, they were burning budget with little to show for it.
1
No coherent digital strategy
2
Weak, low-quality content
3
No consistent brand or design language
Strategy
We rebuilt Proferlo's digital presence from the ground up — creating a unified strategy that combined high-impact content creation, performance-led paid media, and a UGC engine to build brand credibility and drive sustained revenue growth.
Performance Marketing & Promotional Strategy
We built a full-funnel paid media system that retargeted warm audiences and re-engaged previous site visitors through structured promotional cycles on Meta and Google. This was supported by automated email flows designed to capture and convert at every stage of the customer journey.
UGC Programme
We developed a non-paid UGC strategy in partnership with New Zealand's top-performing creators — building a curated prospect directory, outreach framework, and a tailored pitch document. The result was a full content library of authentic UGC assets, each mapped to specific products and audience segments.
Brand Content & Creative Production
Proferlo's content lacked the quality and relatability needed to convert. We executed two production shoots: one grounding the brand in a distinctly New Zealand environment, the other a bold creative shoot for their top-selling category. The new content was implemented site-wide and drove an immediate 30% uplift in online revenue.
Process
Phase 1
Discovery & Brand Audit
A full audit of Proferlo's digital presence, ad account history, content quality, and competitive landscape — giving us a clear picture of what was working, what wasn't, and where the biggest opportunities sat.
- Digital marketing & ad account audit
- Competitor benchmarking
- Audience research & persona development
- Brand identity review
Phase 2
Strategy & Creative Direction
We designed an integrated 12-month strategy with clear KPIs, channel priorities, and a creative direction that would differentiate Proferlo in a crowded market.
- 12-month digital roadmap
- Content strategy & production brief
- Paid media plan (Meta & Google)
- UGC creator outreach framework
- Email flow architecture
Phase 3
Production & Launch
Two content shoots produced, UGC programme activated, and paid campaigns launched — with all creative assets integrated across channels from day one.
- Brand & product shoot execution
- UGC library build
- Campaign launch across Meta & Google
- Email flow activation
Phase 4
Scale & Optimize
Scaled successful initiatives while maintaining efficiency and improving conversion rates.
- Weekly performance reporting
- Continuous A/B testing & creative iteration
- Audience refinement & retargeting
- Ongoing UGC production
Results
Within 12 months, Proferlo went from a brand with no strategic foundation to a growing eCommerce business with a clear identity, a high-performing content engine, and revenue results that validated every decision made along the way.
within 3 months
3x
Revenue Growth
across Meta & Google
9x
Average ROAS
Online Revenue Growth Once Content Refreshed
+30%
Production & Launch
+340%
8.5x
Return on Ad Spend
What's Next
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