edison electric institute (eei)When Edison Electric Institute (EEI), the association of shareholder-owned electric utilities, needed to draw attention to their GetEnergyActive initiative, they turned to the partners of Dominion Strategies to craft an innovative online campaign on the Opinion Leader Network.  Leveraging detailed qualitative and quantitative industry research, dozens of creative executions were developed that focused on addressing climate change, energy efficiency, and America’s electric generation mix.  The creative units ran across hundreds of websites in targeted geographic areas, delivering high-quality visitors to the new electricity education site.

Over the course of a year, monthly reports were developed and distrubuted containing detailed metrics on the efficacy of the targeted public education campaign.

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