Consumers Energy

Award category


Year released


Consumers Energy is a reliable, affordable and sustainable electric and natural gas energy provider that serves 6.6 million customers in 68 counties of Michigan. The Consumers Energy Residential Online Store is an online shopping platform where customers can purchase and get instant rebates on energy-efficient products. Research shows that consumers tend to buy from brands that they know and trust. The need for a general awareness campaign was identified when a Consumers Energy customer panel indicated that only about 30% of customers surveyed had heard about the Online Store. In response to this, Consumers Energy launched a multi-channel awareness campaign in 2022 to help support the need to increase customer awareness of the online marketplace and the energy efficiency opportunities presented there. This campaign helped contribute to a highly successful Q4, with over 19,000 products sold through the Online Store, a 134% overachievement of the planned goal.