First-Ever CTV Campaign
CTV Brand Awareness Ad
Dakota Boys and Girls Ranch had never run a Connected TV (CTV) campaign before. Known for their life-changing work with at-risk youth in North Dakota, the organization needed a breakthrough in brand visibility—especially one that could emotionally resonate with viewers and inspire giving. But like many nonprofits new to CTV, there were hurdles: Limited production budget. Client-provided footage (not studio-shot). No pre-built campaign framework for this channel.
Impact
I led the creative strategy, scriptwriting, and full storyboard development to transform raw client footage into a cinematic, mission-driven story.
We focused on three elements:
- Narrative Arc: The story moves from brokenness to hope, mirroring a youth’s healing journey.
- Emotional Voiceover: I wrote and directed a VO script that balanced urgency with empathy.
- Impact CTA: We ended with a clear, branded call to action aligned with their core message.
We produced both a :30 and :60 spot—each cut precisely to spec for OTT delivery. I also oversaw editor direction and branded end card creation to ensure seamless integration with Dakota Ranch’s visual identity
While CTV isn’t typically a direct-response channel, this campaign outperformed expectations and proved the channel’s viability:
- 382 new gifts attributed to the campaign
- Highest average donation among all media channels during the flight
- Breakthrough performance from a first-time CTV effort
Why It Worked
- Creative that matched the channel: Visual storytelling and emotion-rich scripting maximized engagement on a screen-first platform.
- Integrated creative + media strategy: Designed with performance in mind, not just awareness.
- Donor psychology-first: Framed around youth mental health, redemption, and the donor’s role in the rescue—not just the organization’s work.
What’s Next
This CTV launch unlocked a scalable framework for future brand awareness efforts. Dakota Ranch now has a foundation for retargeting, list growth, and recurring giving—built on a deeply human first impression.
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