YouTube Works Awards
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 Kantar, celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.
Celebrating the campaign that executed the most captivating and original creative vision.
This category champions your singular vision of creating something exciting and wholly original. How did your story punch through the page and onto the screen? What key creative decisions were made along the way to delight and excite? This category celebrates the creative milestones that made your campaign effective, bold, and unforgettable.
Masterful Media Planning
Celebrating the campaign that best exemplifies brilliant media planning. From ideation to execution, this campaign soared thanks to a stroke of media planning genius.
Did you delight your intended audience with the right story at the right time? Did you guide your campaign with compelling media insights that brought your creative to life? This award recognizes the vital role of media planning and strategy in separating the good campaigns from the great.
Big Screen, Bigger Results
Celebrating the campaign that masterfully used the TV screen to reach viewers and drive results.
We’re on the hunt for YouTube Connected TV-first campaigns that use the big screen to make a big impact on their awareness and consideration objectives. How did you fine-tune your creative for the big screen? Did you set out to captivate audiences watching YouTube from their living rooms?
Celebrating the campaign that walked the walk on social or environmental issues.
We’re looking for campaigns that demonstrate a brand’s fierce commitment to diversity, inclusion, sustainability, environmental issues, or other social causes. How did your campaign balance your brand’s purpose with a tangible impact that extends beyond the bottom line? How did you inspire and empower your audience to take action?
Celebrating the campaign that beat the odds and made big waves.
We’re looking for campaigns from small or medium-sized brands (think businesses with 1,500 or fewer employees) that had big-name ambitions and achieved the results to match. How did you transform limited resources into major impact? What brilliant creative idea or novel consumer insight helped your campaign punch above its weight?
Brands as Creators
Celebrating the campaign that best demonstrates brands behaving like creators.
We don’t just mean channels with flashy content or brands that partner with creators — we’re looking for brands that show us that YouTube is in their DNA. This brand regularly crafts content informed by consumer trends and knows how to nurture passionate online communities. In what ways did your content meet audiences where and how they’re watching? How did you deliver entertainment and inspiration — just like a creator would?
Celebrating the campaign that best adapts original storytelling for formats of all sorts.
We want to see how you flexed your chameleon colors for different viewing contexts — whether it’s on the go on mobile or relaxed in the living room. When did you use different ad formats — long, short, vertical, or skippable — to meet your audience on their terms? How did you navigate the changing tides of what viewers expect from their video content?
Celebrating the most effective, creative, and innovative campaign that also drove exceptional business results.
The Grand Prix is our top prize; awarded to the campaign that breaks ground in multiple ways. This isn’t a category you can enter, but one you can hope to win if you show that your campaign checks all of the boxes.
How it works
Submit your best work from 2022 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.
Our 2023 judges
They’ve been there, done that, and got a few trophies themselves. Our judges will bring specialized expertise and significant experience across the industry and category spectrums.
Global Executive Creative Director
CEO, North America
EVP, Media Data & Tech
Global Creative Partner
Global VP Brands, Mars Petcare
Chief Investment Officer
Executive Vice President
Chief Creative Officer and Partner
Goodby Silverstein & Partners
Chief Marketplace Officer
Vice President, Marketing Strategy and Communications
President and Founder
VP and Head of Marketing
January 25, 2023
March 8, 2023
HOW TO SUBMIT
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.
- 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 enter
Identify your most effective YouTube campaigns from 2022, review the Terms & Conditions, and fill out the submission form below.
The YouTube Works Awards are easy to enter. Even better, it’s free. 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 firstname.lastname@example.org
YouTube Works 2023 Submission Form
YOUTUBE WORKS AWARD WINNERS
Brands and agencies from across the industry brought forward 2021’s most creative, compelling, and effective campaigns to the YouTube Works Awards. Our panel of expert judges selected 6 outstanding winners across 8 categories:
4:00 AM Stories
Sheba framed themselves as the solution to the near universal problem for parents of cats: the 4am feed. Sheba created a series of hilarious yet visually and audibly calming videos to capture cat owners who turn to YouTube when they struggle to get back to sleep after the familiar 4am wake up. They were able to leverage this insight and an existing consumer behavior to drive relevancy for their brand.
Kayak Presents: Search One and Done
Kayak tailored CTV creative to specific viewer travel searches - elegantly connecting a lean back living room experience with the most relevant brand content. They were able to maximize frequency and reach at scale and pull back and dial up ask travel sentiments shifted throughout 2021. This is an example of how CTV can push beyond the limitations of linear TV buys.
Convos with CEOs
Target, Open Influence
Target was able to reflect back their brand value of inclusion by authentically tapping into YouTube Creators to elevate the stories of black female CEOS who are often overlooked in the retail space. Their personal stories of the ups and downs of their small businesses resonated with.
Vax That Thang Up
BLK, Majority, Motion Family
BLK tapped into nostalgia with a 2021 remix of the icons 90s hit “Back that thang up” to combat vaccine hesitancy among black daters under the age of 40. They created a full YouTube music video to encourage people to get vaccinated and back out into IRL dating. The campaign became one of the most recognized calls to vaccinate during the pandemic.
Tinder Presents "Once Upon a Bi"
Tinder wanted to welcome in more bisexual daters who have historically felt erased from cultural discourse about love. The brand enlisted creators, Anna Akana and MilesChronicles, to share their authentic experiences as bisexual young people. The strategically targeted campaign captured the attention of daters and helped to spark conversations about fluidity in dating.
Oddly Satisfying ASMR Blends in a BlendJet 2 Portable Blender
BlendJet, Logical Position
BlendJet is a small startup that isn’t even five years old - one of the founders was actually a popular YouTube car content creator. This campaign rose to the top against bigger more established brands because the unique blend of ASMR, wacky product demo, and humor was spot on for the YouTube platform and the content enticed viewers to not only watch but to buy! This is an inspiring case of how smaller brands can break through.