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Illuminating Success: Driving Awareness and Increasing Adoption Rates

At a Glance

Lower Cost-Per-Click (CPC):

31% lower than the set KPI

Higher Click-Through Rates (CTR)

46% more clicks received than the KPI

Cost-Per-Mille (CPM)

30% lower than the target set by the client

Successfully targeted key decision-makers

Across commercial, residential, education, and government sectors

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.

The Challenge

When Signify partnered with Brew Interactive, they faced several challenges:

  • Low Awareness: Many decision-makers were unaware of the benefits of switching from fluorescent tubes to LED tubes, including energy savings, cost efficiency, and environmental impact.
  • Target Audience Complexity: The target audience included professionals and key decision-makers across diverse sectors, such as residential and commercial buildings, education, and government facilities.
  • Competitive Market: With multiple competitors offering similar products, Signify needed to differentiate their TLED offerings and establish their unique value proposition.
  • Refining Messaging: Signify needed clearer, more compelling messaging to effectively communicate the advantages of LED tube lights over fluorescent options.

Our Approach

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

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

  • SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
  • Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
  • Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
  • Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.

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