Helping Signify (ex Philips Lighting) to reach "Top-trusted Brand" status in Italy

New Content Approach and Strategy for the Italian market

The Ask

Signify needed a new B2B Marketing Agency partner to be assisted in the integration of sell-out enablement and user loyalty strategies. Krein was called upon to support Signify in the Brand Consolidation Phase as a “top trusted” brand by developing a Content Strategy that embedded a narrative of the company’s values.

+6%

Trade channel newsletter open rate

+8%

MarCom channel AVG engagement rate

+200%

MarCom channel AVG likes

+580%

MarCom channel AVG clicks

Our Approach

Strategy & How

Krein collaborated with Signify’s divisions - Italy Trade and Italy MarCom - to devise a customized Multi-channel Strategy based on stakeholder needs, providing technical information via webinars and segmented newsletters. For the MarCom unit, Krein improved Signify’s Value Proposition, focusing on sustainability, innovation, and human-centered well-being through a targeted Content Strategy. The latter included case studies and practical examples showcasing their contribution to the energy transition, so that to significantly increasing awareness. Additionally, Krein localized global campaigns, translating headquarters’ inputs into market- ready strategies.

The Delivery

Final solutions

Krein’s cross-functional work across both of Signify’s units has contributed to building Brand Awareness within the Italian market and achieving specific strategic business goals.

About

Signify

Signify (former “Philips Lighting”) is a global frontrunner in professional and consumer lighting, as well as lighting solutions for the Internet of Things. Its range of products and data-driven services is aimed at revolutionizing life within homes, structures, and public areas.

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