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YouTube Works Awards

YouTube Works Awards

Open for submissions until April 8, 2022

SUBMIT HERE

YouTube Works Awards

About the Awards

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

The YouTube Works Awards, in partnership with KOMM and Sveriges Annonsörer, celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.

About the Awards

Categories

1

Winning Hearts

Celebrating the campaign that best demonstrates emotional impact on a target group.

In this category we are looking for campaigns that have been able to move people – using the power of emotion to drive business results.

2

Creative Innovation

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

Here we’re focused on the creative quality of your campaign, your big idea, and how you brought it to life on screen. This includes powerful scripts, treatments, and little details in the look and feel that made a big impact on your results.

3

Media Innovation

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

We’re searching for campaigns that took a media-first approach. Did a stroke of media genius spark the idea? Were your ads contextually spot on? Did your media planner nail your audience insights? This award recognizes that media strategy makes all the difference to creative effectiveness.

4

Action Driver

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

We want to see how your campaign made your audience do something in the real world. Did you drive thousands of sign-ups, prompt consumers down a path to purchase, or even trigger a global movement? Big or small, we want to see how you sparked action.

5

Grand Prix

Celebrating the most effective, creative, innovative, and data-driven campaign that also drove demonstrable business results.

The Grand Prix is our top prize, awarded to a campaign entry that’s particularly standout in multiple ways.

How it works

Submit your best work from 2021 to be reviewed by our panel of industry leaders.

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.

How it works

Our 2021 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.

Jimmy Bolander

Jimmy Bolander

Business Director,

Publicis Groupe

Peter Bryngelson

Peter Bryngelson

Head of Brand & Communication research,

Demoskop

Anna Hammerlid

Anna Hammerlid

Chief Transformation Officer,

GroupM

Camilla Everberg

Camilla Everberg

Head of Marketing & e-commerce,

Elgiganten

Astrid Andersson

Astrid Andersson

Head of Creative ,

Precis Digital

Nina Åkestam Wikner

Nina Åkestam Wikner

Head of Strategy,

NORD DDB Stockholm

Marika Baltcheffsky

Marika Baltcheffsky

CMO,

Meds

Hanna Bergius

Hanna Bergius

Global Head of Media Innovation and Strategy,

H&M

Haisam Mohamed

Haisam Mohamed

Founder & Creative Director,

Uniform™

Simon Le Pluart

Simon Le Pluart

PR Advisor,

Jung Relations

Jakob Swedenborg

Jakob Swedenborg

Executive Creative Director,

Animal

1

Contest begins

March 14, 2022

2

Submissions end

April 8, 2022

3

Winners announced

June 2022

How to submit

Best practices

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
Best practices

How to enter

Identify your most effective YouTube campaigns from 2021, review the Terms & Conditions, and fill out the submission form below.

The YouTube Works Awards are easy to enter. So 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.

Questions? contact us at youtube-works-se@google.com

How to enter

YouTube Works 2022 Submission Form

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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 for this campaign? Why? What important information on your audience behavior and culture should we be aware of?

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Please limit response to 200 words. Include concrete objectives which are quantifiable and as specific as possible. Judges will be interested in any relevant background (e.g. targets, previous performance, etc.) around the goal set. Note that your response to this question will be considered when judges are assessing overall effectiveness with an eye to both how rigorous / business-critical the objectives were and how well they were achieved.

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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.

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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 that may have inspired it, organizational reality or imperative that necessitated it, human truth or audience insights (wants, needs, attitudes, behaviors), as well as any context around how the idea and these inputs translated to the final execution.

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Please include all materials referenced in your submission. Provide as many links as necessary, separated by commas. Case studies videos and any other campaign content is welcome.

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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 YouTube capabilities - the key role and function you envisioned each of these tools playing. It is essential to highlight the role of these capabilities in helping you achieve your campaign goals. How did YouTube activation relate to other channels / media / creative in this campaign, and why?

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Please limit response to 200 words. Ensure your response is closely connected with and applicable to your stated objectives and target audience. Please also mention relevant benchmarks and specific success metrics, to help the judges understand your achievements. It is essential that you source your measurable and quantifiable results! For example, brand awareness was boosted by 20% year over year.

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Please limit response to 200 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?

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YouTube Works Winners

Meet the YouTube Works Winners

Brands and agencies from across the industry brought forward 2020’s most creative, compelling, and effective campaigns to YouTube Works. Our panel of expert judges chose 5 outstanding winners across 7 categories.

Meet the YouTube Works Winners
Grand Prix
Action Driver
Winning Hearts
Grand Prix
Action Driver
Winning Hearts

Systembolaget - Antilangning

Nord DDB.

The jury’s motivation:

"Systembolaget won this year’s Grand Prix by combining insights about a target audience with relentless craftsmanship, where every creative, channel and format is used to its fullest extent. And by acknowledging multiple difficult emotions the advertiser shows that it is possible to turn around a negative through something negative."

Creative Innovation
Creative Innovation

Volvo Trucks – The Tower

Forsman & Bodenfors

The jury’s motivation: "By being bold, risk-taking and thinking outside the box, Volvo Trucks has a unique approach to communication, winning them this year’s Creative Innovation. Keep raising the bar."

Media Innovation
Media Innovation

Storytel – Knutbyflickan

Keybroker

The jury’s motivation: "In today’s world everything needs to be quick. To make people spend more than a split second on your company’s message is an enormous challenge – that few companies master. Telling an engaging story helps, and when you also use the unique capabilities of YouTube for media planning, Storytel almost makes it seem easy."

The David
The David

Dante’s Heartbeat

Abby Priest

The jury’s motivation: "Goliath’s strategy was simple: Be bigger and stronger. But, David managed to defeat the giant by doing the opposite. Instead of using brawn he used brains. The key to being successful in digital is often as simple as Goliath’s strategy; Optimize, adjust for format, tailor. However, Hjärtebarnsfonden did the opposite. To stand out and create engagement among the digital giants, Hjärtebarnsfonden did not use the brain, but the heart."

Brands as creators
Brands as creators

Mcdonalds – McDo

Nord DDB

The jury’s motivation: "Mcdonald’s is a brand that does exactly what we love to see on YouTube – they took a trend and made it their own. The jurors take our hats off and part our hair as Mcdonald’s wins this year’s Brands as Creators."