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

First run in the UK in 2016, YouTube Works has become a recognized communications award in the US, France, Brazil, South Korea and will come to 8 markets in APAC in 2021, including Hong Kong. Become a winner on the worldwide stage.

Categories

  • 1

    Impact from Insight

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

  • 2

    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.

  • 3

    Action Driver

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

  • 4

    Best Collaboration: Brand & Creator

    Celebrating the campaign that best demonstrates the best strategic and creative collaboration between the brand & YouTube Creator.

  • 5

    Best Brand Campaign

    Celebrating the campaign that best demonstrates how YouTube was used to drive awareness, recall, and impact to keep brands top of mind (e.g., ad recall lift, awareness lift, impressions, unique reach, etc.).

  • 6

    Best Breakthrough Advertiser

    Celebrating the campaign that best demonstrates the new player in video advertising with great results.

  • 7

    Grand Prix

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

Ready to submit

How it works

Submit your best work from the past year (campaign valid period: October 1, 2020 to October 1, 2021) 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 in Hong Kong.

  • Bruce Lam

    Bruce Lam

    Managing Director, Consumer Mobile

    CSL

  • Caroline Chan

    Caroline Chan

    CEO

    GroupM HK

  • Karen Tam

    Karen Tam

    Assistant General Manager (Strategic Marketing)

    Wharf Estates Limited

  • May Chung

    May Chung

    General Manager

    Nestlé Hong Kong Limited

  • Priscilla Ng

    Priscilla Ng

    Chief Customer & Marketing Officer

    Prudential Hong Kong Limited

  • Randy Lai

    Randy Lai

    CEO

    McDonald's HK

  • Sau Ping

    Wong Sau Ping Adam

    Hong Kong Film Director

  • Simone Tam

    Simone Tam

    CEO

    dentsu International, Hong Kong

  • Suzanne

    Suzanne Yeow

    Head of Marketing, Customer Propositions and Marketing, Wealth and Personal Banking

    HSBC

  • Tom

    Tom Kao

    CEO

    Publicis Groupe

  • Wes

    Wes Ng

    Co-Founder & CEO

    Casetify

  • Clement Chung

    Clement Chung

    CEO

    PHD Hong Kong

  • Doreen

    Doreen Cheng

    Marketing Director, North Asia Health & Beauty

    The Dairy Farm Company, Limited

  • Eric Lin

    Eric Lin

    Chief Marketing & Business Development Officer

    Livi Bank

  • Eric Lui

    Eric Lui

    Brand General Manager, Fresh

    LVMH Perfumes & Cosmetics

  • Florence Wong

    Florence Wong

    CEO

    OMD Hong Kong

  • Freeman

    Freeman Chiu

    Marketing Director, APAC

    Otter Products

  • Helen Cheung

    Helen Cheung

    Publicis Media

    Business Director

  • Jinnie Wong

    Jinnie Wong

    CMO

    Cigna Hong Kong

  • Joe

    Joe Yue

    Creative Partner

    Grey Group

  • Keen Yim

    Keen Yim

    Vice President, Brand & Community, APAC

    Lululemon

  • Kevin Ho

    Kevin Ho

    Head of Marketing

    Sony

  • Martine Siu

    Martine Siu

    Head of Digital Marketing

    Hang Seng Bank

  • Michael Mendoza

    Michael Mendoza

    Head of Digital

    Pernod Ricard Asia

  • Paul Yuen

    Paul Yuen

    Director, Marketing (Brand SHISEIDO & Drunk Elephant)

    Shiseido Hong Kong Limited

  • Phyllis Ma

    Phyllis Ma

    Head of Customer Engagement, Marketing

    HK Disneyland

  • Rudi Leung

    Rudi Leung

    Founder & Director

    Hungry Digital

  • Samantha Fan

    Samantha Fan

    General Manager, Marketing

    Hong Kong Tourism Board

  • Shirley Yuen

    Shirley Yuen

    Marketing Director, Nutrition Division

    Abbott Laboratories Ltd.

  • Wilson Ang

    Wilson Ang

    Group Creative Director

    Cheil Worldwide Hong Kong

  • Victor Cheng

    Victor Cheng

    VP N.Asia

    ComScore

  • Contest begins

    Contest begins

    August 25, 2021

  • Submissions end

    Submissions end

    September 24, 2021

  • Winners announced

    Winners announced

    November 2021

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.

More information on submission guidelines here.

How to win

How to enter

Get prepared to submit your most effective YouTube campaigns when submissions open in Summer 2021.

We will require you to elaborate on the following in the submissions:

  • Background & Context
  • Campaign objective(s)
  • Creative idea & execution
  • Links to creative materials
  • Overall communication strategy
  • Insight used in the campaign
  • YouTube capabilities leveraged
  • Results & KPIs
  • Business impact
  • Any additional context

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. Read the Terms & Conditions for more details.

Questions? Contact us at hk-ytw-marketing@google.com

YouTube Works 2021 Submission Form

Fill out the form below to enter

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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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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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Provide up to 5 links, separated by commas. Links after the 5th submission will not be considered. Refer to the Submission Guide for recommended materials to be submitted per category.

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Please limit response to 250 words. 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 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?

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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, to help the judges understand your achievements. It is essential that you source your measurable results.

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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?

Thank you for your submission!

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