The results are in for YouTube Works Poland 2021. We’re championing the brilliant minds behind Poland’s most innovative and creative campaigns on YouTube that ran from the 1st of January 2020 till the 30th of June 2021. Our panel of expert marketers chose outstanding campaigns across five categories: Ingenious Insight, Small Budget Big Results, Action Driver, Multiscreen Excellence and the Grand Prix for Creative Effectiveness. Let’s dive in. You can watch the entire gala here.
Grand Prix, Creative Effectiveness
Random is a multiplatform love story written for Storytel, with YouTube at its very heart. This nine-part series took viewers on an exciting voyage through various services — Storytel, Spotify and YouTube — with a radio slot, video series and a music video. The story follows young people who found a community on the virtual chat room ‘Random’ during the COVID-19 lockdown. The campaign mimicked Gen Z's digital behaviour: the tendency to switch from platform to platform, multi-tabbing and multi-tasking. “It’s hard to find such a multi-element, interestingly executed and organically resonating campaign on Polish YouTube,” says Marek Myślicki, PR & strategic partnerships director at GetHero. The campaign was awarded the Grand Prix prize for creative effectiveness.
LET’S TALK ABOUT MONEY, ING Bank Śląski with GONG, Mullenlove MediaHub and 24/7 Communications
In parts of Polish society, discussing money is still considered culturally taboo. Last year ING, known for its involvement in the country’s finance sector, decided to tackle the issue head on by reaching 27-35 year olds — the age range most reluctant to discuss finances in a nationwide research sample. ING took a humorous approach to this sensitive subject, using YouTube to broadcast a variety of materials, including a stand-up series and podcasts. “YouTube was a key, inherent element of this campaign”, says Marta Czarnecka, Head of Media Poland and Baltics for Unilever. ING’s light-hearted take encouraged people to open up conversations about money matters, earning the Ingenious Insight prize in the process.
Small Budget, Big Results
STOP FEMICIDE!, Women’s Rights Centre Foundation with Dziadek do orzechów and OTO Film
Women’s rights are playing an increasing role in public debate in Poland. It’s estimated that between 400 and 500 women die in the country each year due to domestic violence. This campaign was headed by NGO Women’s Rights Centre, the largest of its kind in Poland. The aim was to get the attention of the Polish Prime Minister by raising awareness, increasing fundraising through donations and getting a petition signed by 10,000 people — which it achieved within 24 hours of airing. The three-minute video featured renowned Polish actors and actresses and encouraged viewers to sign the petition. “The budget was simply minimalistic. It’s been a long time since I’ve seen a campaign with such a budget that appealed so much,” says Tomasz Kozarzewski, CEO at Sales & More SA. Results proved the audience connected emotionally with the video, driving engagement and helping Stop Femicide! take the award for Small Budget, Big Results.
FANATYK, Grupa OLX sp. z o.o. with 23HEROES and F25
In Polish society there’s still a firm belief that ‘borrowing isn’t a good habit’. And although this national obsession with owning property (rather than renting) has decreased in recent years, demand in the real estate market is still going strong. So to increase the popularity of the ‘Rental’ category in Poland, OLX decided to challenge that narrative and demonstrate that not only is renting more profitable, it’s also more eco-friendly. OLX reached out to "possession fanatics" with its message in the form of a four-episode mini-series broadcast on YouTube. “The platform choice hit the jackpot — it fits perfectly with YouTube”, says Marta Lysiak, Co-Founder at Labcon. The campaign was awarded the Action Driver prize for its efforts.
Pyszne.pl™ & Kanał Sportowy with Sport Brokers
Food delivery is rapidly growing in Poland. Pyszne.pl — the most recognisable name in the industry — became the official sponsor for the UEFA Euro 2020 tournament earlier this year, in an effort to wed football and food. The company was aiming to both cement its position as market leader and connect with a core group — football fans — by encouraging them to interact with the brand during the tournament. To manage the feat, Pyszne teamed up with Kanal Sportowy, the market leader in sports on YouTube. The campaign resulted in valuable exposure on the channel’s popular “Hejt Park'' programme through native product placement, discount codes and quizzes to generate fan interest and orders. Combining traditional media with digital solutions on YouTube, Pyszne succeeded in its mission to guarantee its place at the top of the food delivery pyramid and claim the Multiscreen Excellence award.