iPhone experiments and influencer insights at Hulu: YouTube chooses top-performing campaigns

Apple, Bacardi, Hulu, Samsung or Giving Tuesday Puerto Rico won YouTube Awards because they implemented innovative campaigns – and thus achieved enormous performance levels.

YouTube has announced the winners of the YouTube Works Awards on its blog in the Ads section. Seven campaigns were honored, which stood out due to a special understanding of the video marketing on the platform and unique ideas. For example, the “Giving Songs” campaign was able to reach over 400 million viewers in just one day – without any advertising budget. Procter & Gamble, in turn, was able to increase organically generated personal care sales by four percent with the new slogan for Gilette and the “We Believe” campaign.

Seven campaigns that performed extremely well on YouTube

The award of the winners was determined by a YouTube panel that analyzed campaigns by brands and agencies from 2019. The jury included among others Helen Lin, Chief Digital Officer at Publicis, the US CEO from Wavemaker, Amanda Richman, Raig Adolfo, the Chief Strategy Officer at 360i and Sheryl Goldstein as SVP Member Engagement and Development of the International Advertising Bureau (IAB).

The winners have in common that they could use YouTube sensibly for advertising, but also to spread important messages.

The success of these campaigns stems not only from their understanding of how to leverage YouTube’s full suite of ad solutions, but their belief in YouTube’s unique mission to give everyone a voice,

it says on the blog. Bacardi and BBDO New York won the Grand Prix for Creative Innovation. The campaign was characterized by the fact that the viewers could interactively influence the Bacardi video with the YouTubers Anitta and Major Lazor using their keyboards. Bacardi thus achieved 22.1 percent share of voice in summer 2019 and became one of the most discussed brands of the time.

In the area of ​​media innovation, Samsung won together with R / GA, Starcom and Digitas. The company wanted to present the Galaxy Note10 differently to three different target groups: gamers, creators and entrepreneurs. Samsung used YouTubes Creator Mix and audience and device data to play out 36 personalized ads that appeared very differently among the various users. In total, 110 million impressions were generated.

“The Best Man Can Be”: Gilette’s “We Believe” is supposed to redefine masculinity

Gilette’s slogan “The Best Man Can Get” was changed to “The Best Man Can Be” in 2019. The company wanted to draw attention to the social responsibility of men and people in general. The campaign, developed with GRAY New York, received over 15 billion media impressions and increased Gilette’s online sales in the double-digit range. Before the campaign, 42 percent of those surveyed in a brand study said Gilette shared their values; after the campaign it was 72 percent.

Hulu and the Big Family Table agency won the Ingenious Insight category. Hulu wanted to advertise its live sports offer, relying on influencers like NBA star Joel Embiid. The spot takes a somewhat self-deprecating look behind the scenes of the shoot and thus appears more authentic. 88 percent more YoY subscribers to the live TV offering testified to the success of the campaign.

Apple, TBWA / Media Arts Lab and OMD triumphed in the Brands As Creators category. A series of “experiments” videos were created based on how-to and DIY content to promote the functions of the new iPhone camera. Copper and silver nitrate were reacted in a timelapse and filmed on an iPhone. Or a slow motion video showed how water reacts to the effects of light and sound. This series brought Apple over six million views on YouTube and good branding performance.

Non-profit use for a good cause: traffic growth and huge awareness

The non-profit organization Sandy Hook Promise and the agency BBDO New York received an award in YouTube’s Action Driver category. With their insistent campaign, they draw attention to the importance of speaking out against gun violence. “Is this the new normal?”; This question is asked in the video after scenes of various killing spree at school were shown. The attention that the organization received through strong storytelling in the video was immense. Eleven US presidential candidates shared the video on Twitter. Searches for “Sandy Hook Promise” increased fourfold, and YoY saw the organization’s website generate 500 percent more traffic.

The so-called The David award was given to the “Giving Songs” campaign, which was organized by Giving Tuesday Puerto Rico and De La Cruz & Asociados. Awareness should be created entirely without a budget and the possibility of making a donation as part of the Giving Tuesday (#GivingTuesday) initiative should be pointed out. On Tuesday after Thanksgiving in the United States, people are supposed to show their gratitude in the form of donations to charity.

In order to generate attention for such purposes, the organization Puerto Rico Giving Tuesday asked musicians from Puerto Rico to change the title of their songs on YouTube and to point out social issues that are important to them. In this way, over 400 million people were reached in one day alone and the Giving Tuesday initiative was brought to the attention of the public.

Creative campaigns by brands and agencies will also be evaluated in the coming year. YouTube says the program and registration for it will open soon.


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