Case Study: Consumers Energy builds a stronger sustainable energy brand with Daniel Brian Advertising

Consumers Energy boosts Share of Heart with Daniel Brian Advertising’s Coal Free by 2040 campaign

Consumers Energy, a utility company, hired Daniel Brian Advertising to launch a campaign focused on sustainable energy and its "Coal Free by 2040" vision. The key challenge was to credibly communicate this vision while preventing potential backlash from displaced coal workers and protecting their jobs.

Daniel Brian Advertising developed the "PEOPLE. PLANET. PROSPERITY." campaign through co-creation, focus groups, and biometric testing. The solution leveraged a personal story from the CEO to build an emotional connection, which scored highest on the agency's proprietary "Share of Heart" metric. The client's executive director stated that Daniel Brian Advertising was an effective and collaborative partner, and the work resulted in a deeper connection with customers and communities while energizing internal coworkers to become brand advocates.

Consumers Energy