How Did We Solve It?

1. Brand & Design Strategy Drawing the Line Between Two Pillars

Ignite Search began with a comprehensive marketing and brand audit to assess what was working, what wasn’t, and where the biggest opportunities lay. We reviewed their Social Media Marketing, Content Marketing (Including Email Marketing), Branding & Design, Website Management, SEO and Digital Advertising. The audit led to a clear strategic recommendation: Hume needed to more clearly separate its identity into two defined brand pillars.

Hume Building Products would represent the premium commercial building products range targeting builders, developers, and project managers. Hume Architectural would speak exclusively to architects, designers, and specifiers, showcasing facade systems, architectural cladding, and design-led building solutions.

Ignite Search created bespoke visual templates, social media guidelines, and design assets to make this split tangible and consistent across all touchpoints, drawing a clear, outward-facing line between the two pillars.

2. Social Media Strategy Activating a Dormant Presence

With brand pillars defined, we moved to execution across social media. Each channel was assigned a clear lane:

• Hume Building Products (Instagram, Facebook, LinkedIn): Commercial and team-focused content, product showcases, project features, and company news
• Hume Architectural (Instagram, Facebook, LinkedIn): Exclusively architectural products, events, industry news, and design inspiration
• Pinterest (Hume): Revived as a mood board-style discovery platform for architectural products, completed projects, and team photography with monthly visual updates
• LinkedIn Newsletter (Hume Architectural): A new monthly newsletter was launched for the Hume Architectural brand, targeting architects and design professionals with curated industry content
  

Hume Architectural’s Instagram and Facebook accounts already existed but had negligible audiences; their entire community resided in the Hume Building Products accounts. Rather than trying to force migration, we focused on consistent, high-quality content to organically grow the Architectural channels from the ground up, month on month.

3. Digital Advertising: Turning Off-Switch Back into a Growth Engine

Hume had previously run digital ads but switched them off due to poor performance. Ignite Search rebuilt their paid media approach from scratch across Google, Meta, and LinkedIn.

Key interventions included:

• A full strategic overhaul of campaign structure, targeting, and budget allocation across all three platforms
• Creation of custom digital ad templates and visual guidelines to drive high-quality, conversion-focused creative
• Copywriting frameworks and ad guidelines to ensure messaging resonated with the right audiences: architectural professionals vs. commercial builders
• Continuous optimisation of campaigns, with budget progressively shifted towards the highest-performing channels and ad formats
• Identification of architectural keywords and messaging as the most effective angle on Google, while product-focused ads proved strongest on social platforms

4. SEO Strategy (Initiated)

An SEO strategy was scoped and initiated as part of the engagement. Following the completion of the strategy phase, Hume’s head office elected to take over SEO management internally. Ignite Search’s focus remained on delivering measurable results across the channels under active management and only consulting on web design and SEO strategy.

What Did We Achieve?

Since partnering with Ignite Search in late 2024, Hume Building Products has experienced significant and sustained growth across social media and paid advertising driven by consistent strategy, creative excellence, and data-led optimisation.

Digital Advertising Results: December 2024 vs. March 2026

When Ignite Search took over, digital ads were mostly switched off. We restarted them in December 2024 and the trajectory since has been remarkable.

These numbers reflect a campaign rebuilt from zero, not an optimisation of existing performance. Within 16 months, monthly ad spend scaled by over 296% while cost-per-lead dropped by 52%, demonstrating that increased investment was matched with improved efficiency at every stage.

In addition to seeing improved results, we also worked with the client to refine the target market to ensure the leads coming through were high quality and in the right fields. This forms a part of our ongoing campaign optimisation.

Hume Architectural Social Media: November 2024 vs. March 2026

Starting from near zero on the Architectural channels, Ignite Search drove consistent month-on-month audience growth across every platform.

The Pinterest reactivation has been a standout performer; average views per pin have grown sixfold, making it one of the most powerful discovery and brand awareness tools in the Hume Architectural toolkit.

The LinkedIn Newsletter, launched from scratch, now reaches highly coveted subscribers, nearly double the rate recorded in the first month, demonstrating a genuinely engaged and growing professional audience.

Outcomes Summary

What started as a business with no active marketing team, switched-off ads, and two brands talking to the world in the same voice has been transformed into a structured, multi-channel digital marketing operation delivering consistent, measurable results.

Ignite Search continues to partner with Hume Building Products to build on this momentum refining creative, scaling and performance, and growing the Hume Architectural brand into a recognised voice in the Australian architectural community.