An established New Zealand brand needed to build awareness and generate leads in a new market.

Challenge

Aurae are a New Zealand company specialising in architectural louvre and façade systems. For years, they have worked alongside architects, designers and developers across the country, building a strong reputation across residential and commercial projects. In 2025, they made the decision to expand into Australia.

Entering a new market is never simple. Australia is larger and more competitive than New Zealand, and Aurae were starting there with very little visibility. To make the expansion worthwhile, they needed to build awareness quickly and reach the architects, designers and developers who decide which products go into a building. Just as importantly, they needed those people to become genuine enquiries.

Approach

Entering a new market required more than simply increasing marketing activity. Aurae needed a dedicated Australian website that spoke directly to local architects, designers and builders, while providing a clear way to capture and measure enquiries separately from their New Zealand business.

The new website, launched in July 2025, was designed with lead generation at its core. Dedicated Australian enquiry and download forms, a conversion-optimised library of technical DWG files and product brochures tailored to the local market, and HubSpot integration ensured every enquiry could be traced back to the marketing channel that generated it.

With the right digital foundation in place, our managed marketing programme focused on building awareness and generating qualified demand. Residential construction manufacturing is a considered industry where product decisions are researched carefully and often made by architects, designers and other specifiers rather than the homeowner. To reach these decision-makers at the right time, the strategy centred on real search topics, including building consent requirements for pergolas, louvre fixing methods, wind noise and site coverage. This approach accelerated brand awareness in Australia while attracting qualified prospects actively researching architectural louvre solutions.

By answering the questions the market was already asking, Aurae established itself as a trusted technical resource. Organic search, Google Ads and paid social delivered a consistent stream of qualified visitors, while email marketing nurtured those prospects through to the specification and purchasing stages.

Results

Results reflected business growth in both markets in 2025, New Zealand and Australia. Aurae's websites attracted more than 48,000 sessions across the year, an increase of almost 11% from the previous year, along with 13% more new contacts than the year before.

Organic search was the driving force behind this growth, responsible for more than half of all website traffic and over a thousand new contacts on its own. The blog played its part too, with more visitors clicking through to take the next step. In Australia, paid social reach grew by more than 230% as investment scaled into the new market.

The largest single group of new contacts were architects and designers, which was exactly the audience Aurae needed to reach. These are the people who specify products in projects, making them some of the most valuable contacts a business like Aurae can generate. Email marketing supported the picture, with open rates above 50% and click rates close to 30%, both well above industry averages.