Case Study DTE Energy

Case Study DTE Energy

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.

Electrifying results

The campaign broke ground for DTE Home Protection Plus with some never-before-seen results.

Exceeded overall enrollment goal by

Online enrollments accounted for 20% (previous plans acquired little to no enrollments via online)

Gained market share outside of Wayne County (previously a struggle)

30% of enrollments in Oakland County

15% of enrollments in Macomb County

“When we have a new product that we want to launch successfully we always turn to the team at Group 55. The company is filled with the most amazing, creative minds who make magic happen. I can honestly say Group 55 is responsible for our newest product line’s early success!”

“This is our success story.”

Matt Zabiega
Principal Marketing Specialist