2019 YouTube Works: Raising the bar in marketing effectiveness

Brilliance, in any field, deserves a celebration — an acknowledgement of the hard work put in and the great results on the other side. And, when it’s truly of note, we think, a trophy or two.

YouTube Works, in partnership with the APG and Campaign, does exactly that. The third annual awards recognises the brands and agencies that have raised the bar in strategic thinking and innovation, and utilised YouTube to deliver highly effective campaigns.

From Victorian cooking to cuddly travelling bears via Jeff Goldblum, this year’s winners combined creativity with technology to set new benchmarks for advertising effectiveness, with a measurable impact on business results, on a brand, or on wider culture. Sometimes all three.

Here’s a look at the highlights from our 2019 winners:

The eight winning campaigns were selected by a staunch line-up of independent judges from across the advertising and marketing industry, with Verra Budimlija, Chief Strategy Officer at Wavemaker, as chair of judges.

“The winners showed how YouTube is uniquely placed to capture the attention of audiences by tapping into their passions,” says Budimlija. “They’ve created content that their audience want to spend time with.”

Hear from our Chair of Judges and partners on what it takes to earn a YouTube Works award

I love the fact that this year’s jury has recognised effectiveness, no matter the size of the investment. YouTube’s insight and measurement tools, accessible to everyone regardless of budget, enables even the smallest of brands to find their audience, find meaningful connections and create multiple executions, all in the most effective formats.

Verra Budimlija, 2019 Chair of Judges & Chief Strategy Officer, Wavemaker

I’m honoured to have chaired the YouTube Works Awards this year.  

At a time when so much about our industry is in flux, knowing what works and proving real world impact is critical. Each winning paper did just that.

It’s long been recognised that audiences vote with their fingers even before they vote with their wallets. The winners showed how YouTube is uniquely placed to capture the attention of audiences by tapping into their passions; creating content that their audience want to spend time with.

Being a purchase journey obsessive, I was thrilled to read papers that could prove effectiveness throughout the whole purchase journey. There is a fantastic body of evidence to show how YouTube has helped brands drive long term brand consideration as well as closing the sale.

I love the fact that this year’s jury has recognised effectiveness, no matter the size of the investment. YouTube’s insight and measurement tools, accessible to everyone regardless of budget, enables even the smallest of brands to find their audience, find meaningful connections and create multiple executions all in the most effective formats.

– Verra Budimlija, 2019 Chair of Judges & Chief Strategy Officer, Wavemaker

I do hope you enjoy reading the papers as much as I have, and that you’re inspired by the breadth of effectiveness possibilities offered by this exciting platform.

Congratulations to the 2019 winners.

YouTube Works: the 2019 winning campaigns