YouTube Works Awards
In partnership with
Submissions are opened until 28 July 2022! Enter now!
YouTube Works Awards
Celebrating the campaign that best demonstrates proven impact on social causes including but not limited to: Social Community (CSR), Environment (ESG) and Diversity, Equity & Inclusion (DEI). Bottom line: Show us how you proved these causes matter — and got the results to support it.
Criteria keyword: impactful marketing campaigns
Celebrating the campaign utilizing 30s or less ad format that best demonstrates brilliant creative execution on a digital platform that drives business results.
Criteria keyword: creative <30s ad
Celebrating the campaign utilizing 30s or above ad format that best demonstrates brilliant creative execution on a digital platform that drives business results.
Criteria keyword: creative storytelling
Celebrating the best strategic and creative collaboration between Brands and Creators, that ultimately drive incredible buzz and positive brand associations. Creators must be at the center of the campaign and becomes the advocate for brand.
Criteria keyword: creator collaboration
Celebrating the campaign that effectively drives launches of new brands, new products and/or new product extensions.
Criteria keyword: launch campaigns
Celebrating the campaign in which a small or medium-sized brand had big-brand ambitions & determinations, and achieved business results to match. The brand may be start-ups, SMEs, new or emerging brands trying to make a comeback.
Criteria keyword: SMEs and start up campaigns
Celebrating the campaign that utilizes YouTube's action-oriented ad format to drive direct online lead conversion and effectively achieve their campaign goals.
Criteria keyword: Drive measurable action
Celebrating the campaign that demonstrates excellence throughout the entire marketing process, from identifying critical consumer insights and building creative ideas, to executing the campaign through effective media buying and powerful messaging in all assets and formats.
To be awarded at judges' discretion.
June 28, 2022
July 28, 2022
How to submit
YouTube Works 2022 Submission Form
YouTube Works Winners
The first YouTube Works awards in Indonesia, in partnership with Kantar and P3I, celebrate and champion brands and agencies that produced the most compelling and effective campaigns on YouTube. These are best-in-class campaigns that combined data, use of YouTube's ad formats and a strong creative to build brand, reach audiences in unique way and drive measurable results.
Kuota Ketengan l Telkomsel
Finalists: Bisalah! (Grab), Kuota NonStop (Smartfren), Kuota Ketengan: Salute to Ketengers (Telkomsel), Cerdikiawan (Gojek)
Given the financial struggle many faced in 2020, the need to be financially savvy became more apparent than ever. Telkomsel’s “Kuota Ketengan: Salute to Ketengers” campaign did just that by showcasing their new product offering to the often neglected lower spend cohort. The campaign was highly successful and achieved a 30% increase in purchase transactions, above their original target.
Rexona #GerakTakTerbatas App l Rexona (Unilever)
Finalists: Rexona #GerakTakTerbatas App (Rexona), Ramadan 2020 (Bear Brand), Semangat Tetap Sekolah (Samsung)
In 2020 Rexona, a deodorant and antiperspirant brand, ran their “Unlimited Moves” campaign, which highlighted the underrepresented disabled community and encouraged health and movement during a time when inactive lifestyles have risen due to mobile phone use. “Unlimited Moves” drove user engagement in the Gerak app, which tallied over 130 million steps, an increase in the average number of daily user steps by 21% during the Covid-19 lockdown period in 2020.
Siap Antar Ramadan l GRAB
Finalists: Bisalah! (Grab), #GoRougeSignature (L'Oréal), Siap Antar Ramadan (Grab)
Designed with free creative direction and audience participation at the heart of the campaign, Grab’s Siap Antar Ramadan Grab "Siap Antar Ramadan" showcased the local citizens partaking in their own creative take on the Ramadan campaign. Through this campaign, Grab has succeeded in exceeding Ad Recall, Consideration and Favorability target vs. benchmark, grew app visitors by +50% and app conversion by +75% . Grab also dominated share of voice (SOV) during Ramadan 2020, toughest festive season to own SOV.
Save 20 by Nyala l OCBC NISP
Finalists: Bisalah! (Grab), Save 20 By Nyala (OCBC NISP), Cerdikiawan (Gojek), Saleamatan (Kredivo), Kuota NonStop (Smartfren), #MukaCerahPantangNyerah (Pond’s Men White Boost)
At a time when financial planning is more important than ever, OCBC NISP “Save 20 By Nyala” was able to successfully communicate that message to a less financially-savvy audience: the Indonesian youth. It has been one of the most watched and non-skipped commercials in its category with an average of 42% view through rate (VTR) - crushing the industry VTR benchmark.
Pond's Men White Boost l Pond's Men (Unilever)
Finalists: Bisalah! (Grab), Save 20 By Nyala (OCBC NISP), Kuota Ketengan: Salute to Ketengers (Telkomsel), #MukaCerahPantangNyerah (Pond’s Men White Boost)
With its personalized and custom content for men’s grooming, often ignored or looked down upon, Pond’s Men White Boost managed to shift this misunderstood mindset into something very relatable and worth talking about . #MukaCerahPantangNyerah navigated the wildly unpopular opinion of men’s grooming by providing an extremely creative and different approach that helped grow its mens product sales up 15% during the campaign period, 3X vs, target.
For the “Best Storytelling” and “YouTube Innovation” categories, while the foundations and desire to drive best-in-class work were evident, our jury found that there’s room to further push the boundaries in using Google’s platforms to drive business impact and take the industry forward.