YouTube revealed the winners of the 2019 YouTube Works awards, which the Google-owned video site created along with data and insight consultancy Kantar to highlight effective advertising content and campaigns on its platform.
Xfinity Mobile was the big winner, earning the Grand Prix and Best Media Strategy awards for its Data in Dollars campaign.
YouTube said Data in Dollars resulted in three times more online searches for Xfinity Mobile during its first two weeks, and the service added over 10,000 subscribers since the start of the campaign.
MediaCom managing director and chief digital officer, North America, digital and investment Steve Carbone, one of the judges for the YouTube Works awards, said, “Xfinity was the most effective in terms of customer acquisition and brand metrics. It used Google right, used the platform right, and the creative was great.”
Another judge, Publicis Media chief digital officer Helen Lin, added, “It was multifaceted. From a strategy perspective, their approach was very creative and was about: ‘Let’s see how we can express price, not just make it about price.’ This took them to an execution that showed in many different ways, for many different people.”
The winners are:
Grand Prix and Best Media Strategy
- Brand: Comcast’s Xfinity Mobile
- Agencies: Spark Foundry, Goodby Silverstein & Partners
- Campaign: Data in Dollars
- Results: Online searches tripled, 10,000 new customers
Best at Leveraging YouTube Formats
- Brand: Clorox’s Liquid Plumr
- Agencies: Reach Agency, AKQA, OMD
- Campaign: Will It Clog?
- Results: 38.2% awareness lift and 39.6% favorability lift
Most Influential or Buzzworthy Campaign
- Brand: Tourism Australia
- Agencies: Droga5, UM (USA and Sydney), Kovert Creative
- Campaign: Dundee: The Son of a Legend Returns Home
- Results: 83% increase in intent to book, 11.5% uplift in U.S. tourist visas in six months
Best Creative and Best Use of YouTube With Small Budget
- Brand: Thomson Reuters
- Agency: TBWA\Chiat\Day
- Campaign: Unboxing the Truth
- Results: 154% increase in traffic to the foundation’s website
Best Translation of an Audience Insight
- Brand: Samsung
- Agencies: R/GA, Edelman, Starcom
- Campaign: /make
- Results: 17% more likely to purchase Samsung as a next phone
This year’s judges were: 4A’s executive vice president of media and data Louis Jones, American Advertising Federation chief creative officer Connie Frazier, Leo Burnett executive vp of engagement strategy Kevin Lilly, Saatchi & Saatchi CEO Andrea Diquez, TWBA\Chiat\Day president Nancy Reyes, Grey chief strategy officer Jonathan Lee, Essence executive vp of strategy for North America Jonathan Gittings, Lin, Wavemaker U.S CEO Amanda Richman, Kantar Millward Brown Western region CEO Mary Ann Packo, CuriosityStream chief marketing officer Adeline Cassin, Initiative chief client officer Hallie Johnston, UM executive vp and managing partner of integrated investment Stacey Stewart, Carbone, R/GA U.S. CCO Tiffany Rolfe and MediaLink chief brand officer and managing director Lena Petersen.