YouTube Works Awards
Congratulations to the 2022 Winners!
YouTube Works Awards
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 immense brand love, inspire action and equally powerful results.
The internationally coveted YouTube Works Awards launched for the first time in Thailand in 2021. The Awards celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year. We're here to inspire and raise the creative standard made possible by YouTube capabilities.
2022 Awards Categories
Best Full Funnel Campaign
Awarded to the campaign that best demonstrates the role YouTube played in a campaign driving full-funnel conversion, from building awareness to growing consideration to driving action.
Criteria Keyword: Comprehensive media plan
Best Storytelling
Awarded to the campaign with a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production. The campaign may also demonstrate how YouTube tools, such as YouTube Ad Sequencing, was thoughtfully utilized to tell a creative and cohesive story throughout the entire duration of the campaign.
Criteria Keyword: Creative execution
Best Collaboration: Brand and YouTube Creators
Awarded to the campaign that demonstrates strategic and creative collaboration between the Brand and YouTube Creators that ultimately drive incredible social buzz and positive brand associations.
Criteria Keyword: Collaboration synergy
Intelligent Insight
Awarded to the campaign that best demonstrates the usage of insights from Google’s tools and resources (such as Search trends, reports and studies commissioned by Google) to power a successful campaign on the YouTube platform.
Criteria Keyword: Data-driven insight
Action Driver
Awarded to the campaign that utilizes YouTube's action-oriented ad format to drive direct online lead conversion and effectively achieve their campaign goals.
Criteria Keyword: Direct & measurable action
Small and Mighty
Awarded to the campaign in which brands had fearless ambitions and utilized YouTube to beat the odds and create big impact. The brand may be start-ups, SMEs, new or emerging brands trying to make a comeback.
Criteria Keyword: Size doesn’t matter
Grand Prix
Awarded to the campaign that demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats (to be awarded at the judges' discretion).
Introducing Our 2022 Grand Jury
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.
Atawoot Wesaranurak
Founder & Chief Executive Officer
Adapter Digital Agency
Chanchai Pongsanan
Head of Performance Marketing and Head of Digital Investment
Dentsu International (Thailand)
Chantsuda Thananitayaudom
Head of Marketing, Partnerships and GrabMart
Grab
Chawana Keeratiyutamonkul
Managing Director
CJ WORX GROUP
Gunpong Panthongprasert
Chief Executive
Ogilvy Thailand
Jinnarat Sampuntharat
General Manager
OMD Thailand
Kanaporn Hutcheson
Chairwoman
GREYnJ UNITED
Kusuma Ruchakityanon
Creative Director
SOUR Bangkok
Marisa Chantamas
Dean of Albert Laurence School of Communication Arts
Assumption University of Thailand
Nathida Ratthanawut
Founder
Marketing Oops!
Pacharee Permvongusawa
General Manager
Publicis Media
Park Wannasiri
Chief Creative Officer
Wunderman Thompson Thailand
Pathamawan Sathaporn
Chief Executive Officer
GroupM Thailand
Pawat Ruangdejworachai
President & CEO
Media Intelligence Group
Phannika Vongsayan (Prayer)
Co- Founder & Managing Director
Wolf BKK
Pongpiti Phasukyud
Founder
Ad Addict
Punnee Chaiyakul
Chairwoman of the Board of Directors
Noble Development
Rajsak Asawasupachai
Managing Director
IPG Mediabrands - Digital | Kinesso
Rassarin Arunittiwit
Co-Founder and Editor
BrandBuffet.in.th
Rvisra Chirathivat
Chief Marketing Officer
Central Department Store and Robinson (Central Retail)
Sompat Trisadikun
Chief Creative Officer
The Leo Burnett Group | Publicis Groupe Thailand
Head of the Jury
Somrudee Boonhaijaroen
Communications and Marketing Services Director
Nestlé (Thailand) Limited
Sopitrossakorn Chodtanarit
Founder
Softpomz
Sutirapan Sakkawatra
Chief Marketing Officer
SCBX
Thasorn Boonyanate
Chief Creative Officer
BBDO Bangkok
YouTube Works Winners
2022 Winners
The YouTube Works Awards Thailand celebrates and champions 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.
You can read more about this year's winners here
GrabPay Wallet | Dear Homosapiens
Agencies: M&C Saatchi Performance, Wolf BKK
GrabPay Wallet wanted to increase customer adoption of its e-wallet product, which saw only usage from 15% of its total Grab user base. By creating multiple assets and by using Google Audiences, YouTube’s ads format mix and ad sequencing capabilities, GrabPay Wallet ensured target audiences saw a sequence of ads according to their stage in the consumer journey, with the right call-to-action reinforced to the right viewers. This resulted in an incredible 4.7% uplift in brand awareness, and 10% uplift in product trial and regular usage - an all-time high penetration of GrabPay Wallet users.
Five Star | The Movies That Made (From) Us
Agencies: Starcom Thailand, BBDO Bangkok
Five Star wanted to spread its appeal to younger generations without losing existing ties to older generations. They harnessed the power of YouTube’s diverse, multi-generational reach across Thailand to tell an incredible eight-minute film, creating brand love and awareness as a result. The campaigned generated a 68% increase in sales, and led to over 2,000 shares and 3,400 engagements from key opinion leaders.
Krungsri First Choice | Mai Tong Ton
Agency: Rabbit's tale
Krungsri First Choice sought to leverage YouTube creators and musicians Sprite and Guygeegee's momentum and reach amongst Gen Z to spread awareness of its new loan product, U CASH. This helped Krungsri First Choice shift their brand perception with younger audiences as well as raise awareness of U CASH, leading to 5% volume growth in U CASH loan applications, and 1M views and 2K+ comments within 24 hours.
Central Department Store | Guilty-Free Festival
Agency: ADA Digital (Thailand), Wolf BKK
After finding that some customers felt guilty for shopping when they didn't "need more", Central Department Store sought to prove to customers that there's nothing wrong with treating yourself. By creating 20 personalized ads with different products and using Director Mix to target them according to customer affinity, Central Department Store saw +6.47% ad-recall lift and +50% growth in conversion.
Box Journey | Ready to Embark on A Journey alongside Your Business
Agency: In-house, Mini Me
As a business with a limited media budget, Box Journey needed to communicate their value proposition of being more than just a supplier (but a business partner) to as many SMEs in Thailand as possible, as cost-efficiently as possible. Box Journey utilized YouTube's expansive yet targeted reach to cost-efficiently find their audience, leading to 100% increase in sales.
dtac | Disable Friendly Ad
Agency: UM Thailand, Wunderman Thompson Thailand
dtac wanted to portray people with disabilities in a way they had never been portrayed before in advertisements, to show that dtac was a true ally to all Thais. Their empowering and inspiring creative, partnered with their usage of YouTube's diverse reach, allowed them to "go beyond (dis)abilities into possibilities altogether”, leading to a best-in-class ad recall lift at 51.93% and brand consideration with Click-Through-Rate at 2.2x above industry average.