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Ravel launched an integrated digital campaign that introduced australian araucaria™ to architects, designers, builders and consumers, driving nationwide awareness and meaningful website interest.
australian araucaria™ is a premium, sustainably grown Australian timber known for its light colour, distinctive grain and versatility. It is used across architecture, interiors, furniture, joinery and construction.
As a newly established brand, australian araucaria™ needed to build recognition and give people consumers a clear reason to consider the timber for future projects. The product had limited name recognition outside the timber industry and competed against imported alternatives with more established market awareness. Ravel needed to reach both consumers and the architects, designers and builders who influence product selection.
Ravel built a launch strategy that introduced australian araucaria™ as a premium Australian timber, not just another building material. The campaign paired visually led storytelling with channel-specific advertising across Meta, LinkedIn and Pinterest, reaching both design professionals and consumers. A dedicated website gave audiences a place to explore the timber’s applications, while ongoing testing refined the strongest creative formats, audiences and budget mix to build recognition and drive sustained interest.
7.9 million paid advertising impressions in six months
Ravel built awareness across Meta, LinkedIn and Pinterest.
Nearly 2 million people reached in six months
Targeted campaigns introduced Australian Araucaria to homeowners, architects, builders and other industry audiences.
24,229 organic Meta engagements in six months
Ravel’s social content generated 478,179 organic impressions across 122 Facebook and Instagram posts.
13,678 ad-driven landing page views in six months
Paid campaigns directed audiences to araucaria.au through Meta, LinkedIn and Pinterest.
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