ROOFTOP & DUMA
From Brick to Click
Having a national presence since 2004 doesn’t automatically mean you own the room. For Sumber Djaja Perkasa, this realization marked a pivotal turning point. Despite decades of manufacturing experience in Indonesia’s building materials sector, their portfolio hit a frustrating growth ceiling by 2025.
Their brand, ROOFTOP, was quietly sinking. Even with a national footprint, it never quite managed to lead the market. A blurry brand positioning left it trapped in a standstill, easily crowded out by more aggressive competitors. Meanwhile, their other brand, DUMA, had the opposite problem. It secured a top-of-mind spot, but its communication strategy had grown comfortable and stagnant. It was stuck in a safe zone, lacking the sharp messaging needed to scale. To break the deadlock, both brands needed a major strategic intervention, which brought them to us for a deep branding and marketing consultation.
Injecting Fresh Energy and Measurable Scale
We didn't just throw generic marketing templates at the problem. The team went straight into the trenches to give both brands a distinct, unmissable voice that actually cuts through the noise:
- The Reality Check: We broke down competitor moves and mapped out the exact blind spots where ROOFTOP and DUMA could easily win.
- The New Blueprint: We built sharp, clear communication pillars so each brand could finally talk to the right audience with the right attitude.
- The Visual Hustle: From high-end commercial photos and videos to seamless online-to-offline activations, we gave the brands a modern, premium face.
- The Engine: No guesswork here. We constantly monitored and fine-tuned their digital ads to make sure every single budget worked hard.
The results? Both brands are now gaining real traction, carving out a distinct space not just among everyday end-users, but also earning genuine nods from key industry gatekeepers like architects and interior designers. On top of that, their digital presence has found a steady groove, bringing in a consistent, organic growth of over 1,500 new followers every single month.
Through this close branding and marketing consultation, we managed to help them turn things around, shifting from a stuck manufacturing setup into a highly relevant modern portfolio. Safe to say, the team at Sumber Djaja Perkasa is happy with the new direction, re-energized, and ready for what’s next.
