DTE
About:
DTE set out to expand its impact by empowering customers to understand and manage their energy use in a more personal way. Mystical partnered with the team to reimagine the Insight program so it could strengthen brand affinity while opening a meaningful new revenue stream. Together we transformed a legacy offering into a modern experience that deepened trust and delivered measurable value.
Client
DTE
Services
Creative
Social Media
Video
Media
OOH
Industry
Energy
Goal:
DTE needed to drive energy savings through behavior change without relying on rate adjustments. The company also wanted to grow incremental revenue and build long term loyalty. We worked to clarify the business case, redefine pricing, sharpen audience segmentation and upgrade the product experience so customers could see and feel their impact. Our aim was to make Insight a program people would choose with confidence because it helped them manage their world in a smarter way.
Outcome:
Mystical redesigned the program across product, price, promotion and evaluation. We refreshed the app, expanded hardware upsell paths, built new content experiences and launched a coordinated multi channel campaign that spanned TV, OOH, streaming, digital, social, email and web. Engagement rose quickly and customers responded with action. Energy use dropped nearly 30 percent. Participation grew fivefold. Conversion rates, email performance and media benchmarks climbed to record highs. Insight became a catalyst for savings and a renewed source of growth for DTE.
Results
Increase in Program Participation
500%
Increase in Email Open Rate and CTR
50%
Industry Benchmarks for Mobile and Display Ads
5X
Reduction in Energy Use by Program Participants
29.3%
