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YouTube Works Award

YouTube Works Award

About the Awards

Over the last decade, marketers have redefined how they communicate with consumers. From the heartwarming to the heartracing - and everything in-between, YouTube has seen how incredible digital content can drive equally powerful results.

The YouTube Works Awards— in partnership with Kantar—celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.

Categories

  • 1

    Creative Innovation

    Celebrating the campaign that best demonstrates brilliant creative execution on a digital platform that drove business results

  • 2

    Media Innovation

    Celebrating the campaign that best demonstrates brilliant media planning that drove business results

  • 3

    Better Together

    Celebrating the campaign that best demonstrates the most strategic example of agencies working together to merge media and creative in an innovative and effective way to break through.

  • 4

    The David

    Celebrating the campaign that created a Goliath-sized impact for a David-sized brand.

  • 5

    Force For Good

    Celebrating the campaign that best demonstrates proven impact on social causes that goes deeper than the bottom line.

  • 6

    Action Driver

    Celebrating the campaign that best demonstrates how YouTube was used to drive customers to action in decision making moments.

  • 7

    Search For Success

    Celebrating the campaign that best demonstrates the integration of the YouTube platform with Google Search, using insights and the ecosystem to drive business results.

  • 8

    Ingenious Insight

    Celebrating the campaign that best demonstrates the use of insights to power the creative use of the YouTube platform.

  • 9

    Brands As Creators

    Celebrating the campaign that best demonstrates brands behaving like creators, using YouTube formats that tap into consumer trends and growing communities.

  • 10

    Grand Prix

    Celebrating the campaign that best demonstrates the most effective, creative, innovative and data-driven work with demonstrable business results.

Ready to submit

How it works

Submit your best work from 2019 to be reviewed by our panel of industry leaders in two rounds.

Our judges will select the winners across a number of awards categories and a Grand Prix will be awarded to the submission that best demonstrates brilliant results, storytelling and effectiveness.

Introducing our judges

They’ve been there, done that and got a few trophies themselves. Our judges bring specialized expertise and significant experience across the industry and category spectrums.

  • Tiffany Rolfe

    Tiffany Rolfe

    US Chief Creative Officer,

    R/GA

  • Ritesh Gupta

    Ritesh Gupta

    Head of Content Studio,

    Vayner Productions

  • Colleen Leddy

    Colleen Leddy

    Chief Media Officer,

    Droga5

  • Jeff Stamp

    Jeff Stamp

    Chief Creative Officer,

    Grey

  • Taras Wayner

    Taras Wayner

    Chief Creative Officer,

    Saatchi & Saatchi NY

  • Christine Chen

    Christine Chen

    Partner, Head of Communication Strategy,

    Goodby Silverstein & Partners

  • Amanda Cassin

    Amanda Richman

    US CEO,

    Wavemaker

  • Helen Lin

    Helen Lin

    Chief Digital Officer,

    Publicis

  • Steve Carbone

    Steve Carbone

    Chief Digital & Investment Officer,

    MediaCom

  • Jonathan Gittings

    Jonathan Gittings

    EVP, Strategy,

    Essence

  • Stacey Stewart

    Stacey Stewart

    EVP, Managing Partner,

    UM

  • Doug Rozen

    Doug Rozen

    Chief Media Officer,

    360i

  • Renato Fernandez

    Renato Fernandez

    Chief Creative Officer,

    TBWA\Chiat\Day Los Angeles

  • Connie Frazier

    Connie Frazier

    Chief Operating Officer,

    AAF

  • Sheryl Goldstein

    Sheryl Goldstein

    SVP Member Engagement and Development,

    IAB

  • Mary Ann Packo

    Mary Ann Packo

    CEO Western Region,

    Kantar

  • Contest begins

    Contest begins

    Monday, September 23rd, 2019

  • Submissions end

    Submissions end

    Friday, January 17th, 2020

  • Winners announced

    Winners announced

    Spring 2020

How to submit

How to win

How to win

Our judges are looking for campaigns that have creatively, strategically and effectively leveraged YouTube to achieve a clear business impact. Make sure you set the scene and be clear about your KPIs. The metrics you provide will help our judges understand your work and the challenges of your category and marketplace.

Helpful hints:

  • Consider co-writing your submission, media and creative collaborations help to tell the full story.
  • Tell a story  with a beginning (objectives), middle (approach), and end (impact)
  • Stick to simple and concise
  • Include critical context around your creative
  • Remember we need all relevant media referenced in your submission
  • Note any factors external to YouTube that could have impacted results
  • Share as many metrics as you can and include objectives, KPIs, and benchmarks
How to win

How to enter

Identify one of your most effective YouTube campaigns from 2019, reviewed the Terms & Conditions, and fill out the submission form below.

YouTube Works is easy to enter. Even better, it’s free. If you’re part of a marketing, media, creative, or agency team, show us your best-in-class digital work for your chance to be seen around the world.

Submission Form

Fill out the form below to enter

Please enter valid email address

Please limit response to 250 words. What is the story you want to tell the judges so that they understand your business, market and competitive situation and have full context around your submission? What is the case you are making around your success? Important elements to cover are: What role does your brand play in the category? What is the competitive environment like? What important information about the climate/market conditions specific to your industry should we be aware of? What barriers did you need to overcome? Who was your primary target audience for this campaign? Why? What important information on your audience behavior and culture should we be aware of?

Please limit response to 150 words. Please let us know about any concrete objectives which are quantifiable and as many specific metrics as possible (include numbers!). Judges will also be interested in any relevant benchmarks (e.g. target metrics, previous performance, KPIs, etc.) around the goal set. When assessing overall effectiveness, judges will consider your response to this question with an eye to both how rigorous and business-critical your objectives were, and how well they were achieved.

Please limit response to 200 words. Share any insights that translated to the creative idea. In addition to articulating the core idea behind your effort, consider referencing any customer or market research as well as human truth or audience insights (wants, needs, attitudes, behaviors) that inspired it, the organizational reality or imperative that necessitated it, as well as any critical context around how the idea and these inputs translated to the final execution and/or which may have played a role in its impact.

Please include all materials referenced in your submission. Provide as many links as necessary, separated by commas, but if total media runs longer than five minutes - or if you’re including similar variants of the same format / execution - please indicate which clips you’d like judges to prioritize viewing. Case study videos recapping your objective, strategy, and results are highly encouraged.

Summarize the overall communications strategy you used to bring the idea to life. Include the channels you chose and why they made most sense given your target and core idea. If you are able to share your budget or scope, that would help the judges understand your approach. Judges will be looking for thoughtful and creative strategic planning.

Please limit response to 100 words. In light of the overall strategy and communications plan you outlined above, explain the specific rationale behind your choice of capabilities - the key role and function you envisioned each of these tools playing. How did YouTube activation relate to other channels / media / creative in this campaign, and why?

Please limit response to 200 words, and ensure that:

  • your response is closely connected with and applicable to the objectives stated above.
  • you’ve demonstrated your effectiveness in reaching and/or impacting your target audience however you set out to if this was a core objective.
  • you’ve included any relevant benchmarks to help the judges understand your achievements (results are more meaningful when relative to category norms)
  • you’ve sourced the trusted third-party source(s) that validated your measurable results.
  • you’ve elucidated YouTube's role in achieving these results, providing conclusive measurable evidence where possible.
  • you’ve highlighted any factors external to YouTube that could have impacted results (e.g. PR).

Remember, we love good measurement and attribution!

Please limit response to 100 words. Beyond achieving the KPIs and objectives articulated, did you see other positive results in your business or on your brand as a result of this effort? Do you have any insight to share on what was at the heart of this success? What worked particularly well, what could’ve been done better? What changes would you make to your overall, communications, and channel strategy?

Thank you for your submission! Winners will be announced in April.

YouTube Works Winners

2019 Winners

Brands and agencies from across the industry brought forward 2018’s most creative, compelling, and effective campaigns to YouTube Works. Our panel of expert judges chose 5 outstanding winners:

Grand Prix
Best media strategy
Xfinity Mobile’s 
Data in Dollars

Xfinity Mobile’s Data in Dollars

Comcast, Spark Foundry + Goodby Silverstein & Partners

Xfinity showed customers why it’s worth switching to their unlimited data package, by serving them relevant bumper ads that quantified the cost of data of the video they were about to watch. They used YouTube to reach users of other providers watching YouTube on their 4G.

“Xfinity was the most effective in terms of customer acquisition and brand metrics. It used Google right, used the platform right, and the creative was great.”

Steve Carbone, Chief Digital Officer, MediaCom

Check out the full story here 
Best at leveraging YT formats
Will It Clog?

Will It Clog?

Liquid-Plumr (Clorox), Reach Agency, AKQA, OMD

Drain openers are not something people want to think about. Using the popular “Will It?” YouTube format in collaboration with the creators of Vat19, Liquid-Plumr created a campaign to put the product against extreme clogs.

“It was the blood normal of the drainage category and showed a clear way of not being ashamed of what your product is. And it worked especially well on YT since it represented what people love to watch on that platform.”

Tiffany Rolfe, US Chief Creative officer, R/GA

Check out the full story here 
Most influential or buzzworthy campaign
Tourism Australia: 
Dundee The Son of a Legend Returns Home

Tourism Australia: Dundee The Son of a Legend Returns Home

Tourism Australia, Droga5, UM (USA & Sydney), Kovert Creative

Tourism Australia sought to increase its number of American tourists. To do so, they staged a reboot of the popular-Australian classic Crocodile Dundee film, with different formats of trailers and teasers, they drove hype for the film uncovering Australia's attractions.

“The Australia tourism case is incredible and it looks like it has been the best tourism campaign ever.”

Andrea Diquez, CEO, Saatchi & Saatchi

Check out the full story here 
Best creative work
Best use of YT with a small budget
Unboxing the Truth

Unboxing the Truth

Thomson Reuters, TBWA\Chiat\Day

Most consumers are unaware that their daily shopping habits helps fund slavery. Thomson Reuters leveraged the popular unboxing video format and YouTube influencers to bring the issue of modern slavery to a huge new audience of young consumers.

“Talking about an issue on the human condition it's hard not to draw people in. I thought it was super well done.”

Louis Jones, EVP, Media and Data Services, 4A's

Check out the full story here 
Best translation of an audience insight into how YouTube was used
Samsung /make

Samsung /make

Samsung, R/GA, Edelman and Starcom

GenZ not only follow YouTube creators, they aspire to become one. Based on this audience insights, Samsung built an editorial series with YouTube creators to show how to create content with the Galaxy phone.

“They experimented with new formats, use creators in a different way, long format masthead, and very quantifiable external results.”

Hallie Johnston, Chief Client Officer, US, Initiative

Check out the full story here