Dominion Energy Reliability Investment
At West Cary Group, my team developed an awareness campaign for Dominion Energy's Reliability Investment product. In just three months, it delivered high-yield results. This lead to further test campaigns that introduced fresh, animated creative assets.
The Team
Creative Direction - Emily Peters
Art Direction & Design - Danielle Probst
Copywriting - Lolita Foster
Video Production - Brian Harrell
"Go ahead. Pull the strings."
The initial test campaign used striking, branded visuals and witty messaging to highlight both the control potential investors would have over their investment and the moment of discovery—grasping the benefits of this new opportunity being offered by a trusted, household name. The media plan included native and display ads, streaming audio, responsive display ads, and SEM.
The Numbers
Highlights from our initial three-month test:
385% increase in conversions
112% increase in engagements
3x increase in Google impressions & clicks.
(these results are compared to the month prior to the new campaign launch)
Champion v.s. Challenger
For the next phase, we tested our top-performing creative against new placements to continue improving. Since PMAX requires more variety, we had to expand beyond our initial campaign image while keeping a consistent look. To do this, we flipped the perspective—showing an investor confidently navigating the complex landscape.
Video Placements
We created 15s and 30s spots in various sizes to showcase the benefits of this investment product. We guided viewers through the story using our original investment graph motif.
All work © Danielle Probst 2025. Do not use without written permission.