How DTE tripled its goals for a new product launch
After developing a new in-home electric repair program, DTE Home Protection Plus required a new creative approach to meet ROI expectations. How and where to launch this product became our challenge.
We took charge by creating an integrated campaign consisting of direct mail, targeted digital ads and a microsite. First up, we created detailed customer personas and tested three creative approaches to hone in on the best responding campaign.
We then developed a mailing list targeting customer profiles and implemented an online programmatic geo-targeted campaign that connected prospects to a microsite that allowed them an easy two-step process to sign up.
The campaign broke ground for DTE Home Protection Plus with some never-before-seen results.