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North Dakota Petroleum Foundation

Analytics + Branding + Creative + Digital Marketing + Media + Pubic Relations + Research + Social Media + Strategy
North Dakota Petroleum Foundation

Key Takeaways

  • Strategic messaging grounded in real public perception data has kept support for oil and gas in North Dakota at a steady 85%.
  • A multi-year, multi-channel awareness effort continues to help residents understand the North Dakota Petroleum Foundation and the impact of its work statewide.
  • Fall 2025 efforts sparked major engagement, with more than 11 million video impressions, strong completion rates and a 453% jump in website users year over year.
  • This ongoing public support has played a key role in helping policymakers pass industry-friendly legislation and push back on proposals that would place unnecessary burdens on the industry.

Overview

Since 2020 the North Dakota Petroleum Foundation has partnered with us to help keep public understanding and support of North Dakota’s oil and gas industry strong. Their bi-annual public perception surveys guide everything we do, helping us craft messaging and creative that actually meets residents where they are, answers their questions and builds long-term confidence in an industry that keeps North Dakota moving.

 

Every campaign blends paid and organic outreach across digital, traditional and social channels. The goal is straightforward: help North Dakotans see the real, positive impact the industry has on their everyday lives and on the state’s future. That clear and consistent approach has kept public favorability at 85% and helped shape policies grounded in informed, statewide support for responsible energy development.

Challenge

The Foundation wanted to help North Dakotans get a clearer picture of the work they’re doing across the state and the tangible ways those projects make a difference in local communities. At the same time, we needed to keep strengthening trust in an industry that’s often misunderstood. Our job was to increase awareness of the Foundation, highlight its statewide initiatives and generate the kind of reach and engagement that shifts public sentiment.

Strategy & Approach

To get there, we’ve built several fully integrated statewide campaigns that used video, display, CTV, Meta and YouTube to meet people on the platforms they naturally use. Every piece of messaging focuses on the Foundation’s real projects and the benefits they bring to North Dakota communities.

 

We optimize every campaign to deliver strong reach, efficient CPMs and high-quality engagement, especially through video completion rates, which is a key indicator of message retention in public awareness work. Throughout each campaign, we watch site traffic closely to make sure our media efforts drive residents to take the next step and learn more on the Foundation’s website.

Execution

For the fall 2025 campaign, we rolled out a coordinated media mix designed to get the Foundation’s story in front of as many North Dakotans as possible and keep it there.

 

We created a suite of display, video and CTV assets that showcased real Foundation projects and the impact they have in communities across the state. Some were designed for broad audiences, while others were tailored to key groups, including a women-focused video built around insights from the Foundation’s perception research.

 

On the digital side, we took a full-funnel approach. Display ads introduced the Foundation’s work to large audiences, while retargeting helped deepen interest and guide people toward the website. Video and CTV carried the emotional heart of the campaign, giving residents a clear view of the Foundation’s role across the state. Meta and YouTube added efficient reach and steady repetition to reinforce the message throughout the season.

 

To wrap it all together, we monitored website behavior in real time, adjusting placements to drive more qualified traffic and keep users engaged. That way, we were bringing people directly to the Foundation’s stories and resources.

Results

The fall 2025 campaign delivered strong reach, efficiency and engagement across every channel:

  • Display: 1.68M impressions, 1,960 clicks, 0.12% CTR, 885 conversions
  • Video & CTV: 2.83M impressions, 6,353 clicks, 2M+ completions, 72.08% VCR
  • Women-Only Video: 932,986 impressions, 59.22% VCR
  • Meta: 1.61M impressions, 1,572 video completions, $3.69 CPM
  • YouTube: 7.08M impressions, 939,610 completions, $0.60 CPM
  • Website: 453% YoY increase in users, 138,390 new users, 446% increase in page views, 6,350 engaged sessions
The campaign encouraged people to dig deeper, explore the Foundation’s work and stay engaged with the story of North Dakota’s oil and gas industry.And beyond the metrics, this ongoing effort continues to strengthen a resilient public perception of oil and gas production in the state. Even through shifting media cycles and policy debates, favorability has held steady at 85%. That kind of long-term support gives policymakers the confidence to advance helpful legislation and block restrictive regulations that could stall the state’s energy future.

Summary

The North Dakota Petroleum Foundation’s long-standing partnership with our team shows the power of pairing consistent, research-driven messaging with thoughtful statewide outreach. The fall 2025 campaign expanded awareness, deepened understanding and delivered meaningful engagement across every platform. Most importantly, it helped sustain the trust and support needed for the industry to continue contributing to North Dakota’s economy and quality of life.

Creative

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Digital Ad

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Digital Ad