YouTube Works for Brands Awards 2017

The year, APG partnered with YouTube to launch the inaugural YouTube Works for Brands initiative. These awards were created to highlight the growing importance of the video sector and create a compelling collection of effectiveness case studies beneficial to the strategy community as a whole. Chaired by Craig Mawdsley, Joint CSO of AMV BBDO, the judges awarded 8 UK campaigns that have achieved effectiveness through their use of YouTube.

2017 Winners

Grand Prix Winner and Best Cultural Impact

Saatchi & Saatchi | Mattessons

Mattessons aimed to “become to gaming what popcorn is to film”. Targeting after school snackers, for 3 years the brand has leveraged the YouTube gaming community to create deeply immersive & effective campaigns. Revenue ROI was 2.1x higher than category norms, and profit ROI was 2.9x higher than category norms.

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Grand Prix Winner and Best Use of Data

AMV BBDO | BT Sport

To grow awareness of their offering, BT Sport gave away the UEFA Champions League Final for free, on YouTube. Combined with a clever use of re-targeting using 30+ pieces of original content, they reduced CPAs by over 60%. The campaign delivered a ROMI of 170%, brand familiarity up 43%, and consideration up 22% YOY.

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Best Breakthrough Advertiser

Reprise Media | Sarson's

Sarson’s needed to attract a younger audience in the face of a slowing market. By creating YouTube pickling tutorials, Sarson’s saw inbound website traffic grow 541% in 2016 vs 2015, transforming Sarson’s digital and search presence all-year round with a key target audience.

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Best Integration

AMV BBDO | Sainsbury's

From an animated musical to a WWI battleground truce, Sainsbury’s Christmas campaigns have used YouTube to embed themselves at the heart of UK popular culture. YouTube paid back to the brand in spades. In 2014 Sainsbury’s saw a VoD ROI of £236 per each £1 spent, and YouTube is credited with playing a pivotal role in the 30% increase in transactions the week before Christmas generated over the four campaigns.

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Best Integration

We Are Social | adidas

adidas created their own football show for sports obsessed teens, and built a young audience which continues to grow and enjoy the content. Gamedayplus Season 2 received 16.2m views, of which a massive 65% were organic, gaining a 32% increase in adidas YouTube subscribers.

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Best Integration

BBH | Tesco

For the last three years, Tesco has created content for key cultural moments in the calendar year - from Halloween to Christmas to Valentine’s Day. Viewers who saw Tesco’s Shoppable TrueView ads drove a 9% uplift in purchase intent, cited as best in class versus the category average on YouTube.

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Best Integration

Karmarama | UNIBET

In a sea of offer-led TV advertising, Unibet took the unusual step of creating an online series that actually helped their customers win. Combining science, data, sport and entertainment, the Euro 2016 series saw a 115% increase in new accounts compared to the 2014 World Cup and an ROI of £18.25:£1.

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Best Integration

Poke | EE

In a bid to engage a hard to reach audience, EE created a football mini-series that culminated in a match at Wembley Stadium, attended by 20,000+ and streamed live to the internet. The series attracted over 40 million views and EE became the preferred network for this audience for the first time in its history.

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