Background

Signify (formerly known as Philips Lighting) is the global leader in lighting, offering professional customers and consumers innovative lighting products, systems, and services. Signify’s connected lighting solutions redefine how light can be used, collecting data to create safer, smarter, and more sustainable environments.

Through its innovative LED technologies, Signify is committed to improving energy efficiency and transforming how people interact with lighting.

Signify approached Brew Interactive with a mission to increase awareness and adoption of LED tube lights (TLED), particularly among decision-makers in commercial and residential buildings, educational institutions, and government facilities. This shift aimed to highlight the benefits of TLED over traditional fluorescent tubes.

To address these challenges, Brew Interactive implemented a targeted and multi-channel campaign designed to drive awareness and adoption of Signify’s TLED solutions.

1. Audience Segmentation

We implemented a sophisticated segmentation strategy to ensure the campaign reached the most relevant individuals:

• Google Ads: Targeted users actively searching for energy-saving solutions or alternatives to fluorescent tubes.
• LinkedIn Ads: Focused on professionals and decision-makers in industries such as real estate, education, and government facilities, where lighting upgrades are a priority.

By aligning ad messaging with specific pain points and interests, we captured the attention of decision-makers and those exploring energy-efficient solutions.

2. Creative Development

We created visually compelling and informative ads that highlighted the following points:

Cost Savings

We designed our visuals to showcase how switching to LED tubes could significantly reduce energy bills, making this a financially prudent choice for businesses and institutions. By illustrating potential savings in a relatable and quantitative manner, we made the value of TLEDs immediately clear.

Visual that we created for Signify – note the use of eye catching visuals and the emphasis on USPs

Energy Efficiency

Ad visuals we created for Signify highlighted how TLEDs consume significantly less power while delivering superior brightness and reliability. Visuals included impactful comparisons, such as energy-saving charts and infographics, that resonated with technical audiences.

Visual that we created for Signify – note the use of eye catching visuals and the emphasis on USPs

Sustainability Impact

To appeal to environmentally-conscious decision-makers, the we ensured that Signifiy’s ad visuals emphasised how switching to TLEDs contributes to reducing carbon footprints. We incorporated visuals depicting clean energy icons, green building settings, and other sustainability cues.

Visual that we created for Signify – note the use of eye catching visuals and the emphasis on USPs

By using clear, relatable visuals paired with compelling messaging, the ads resonated with both technical professionals and decision-makers, effectively bridging the gap between awareness and action.

3. Performance Max Campaigns

Performance Max campaigns were used to amplify reach across Google’s ecosystem, ensuring wide exposure to Signify’s target audience. By leveraging Conversion Tag implementation, we were able to:

• Increase page views
• Improve both CTR and CPC performance over time

4. Search Campaign Optimisation

Search campaigns targeted high-intent users actively researching LED solutions. With a focus on strategic keywords, we:

• Improved CTR
• Reduced CPC, outperforming the previous year’s campaign performance

Results That Matter

Through our targeted and data-driven approach, Brew Interactive delivered measurable success for Signify:

• Achieved lower CPC and higher CTR compared to Signify’s initial KPIs
• Increased page views from Performance Max campaigns, further improving CPC and CTR performance
• Observed a notable increase in CTR and a decrease in CPC in the Search Campaign compared to the previous year’s TLED campaign
• Successfully reached professionals and decision-makers in residential, commercial, education, and government sectors, driving awareness and adoption of TLED solutions