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Platforms Featured Southeast Asia

YouTube Works Awards names best campaigns of 2022 in the Philippines

Manila, Philippines – YouTube has announced the winners of its 2022 YouTube Works Awards in the Philippines, celebrating the ingenuity and impactful storytelling of brands on the platform.

The awards ceremony of the Philippines was held on October 25 and was the first on-ground YouTube Brandcast event in two years.

There are seven recognitions in total including The Best Personalization award, which remains unclaimed for two years in a row. The said award recognizes the brand that is able to demonstrate creative ways in customising its message to the audience. 

The Grand Prix, which is the highest recognition given to a campaign that is “not only effective,” but also creative, innovative, and data-driven, was won by Accenture’s ‘StoriesofAccenture Vertical Film Festival: Gravity’. The same campaign also bagged the Force For Good award which honours campaigns that best demonstrate brand values and proven impact on social issues. 

Using an immersive rotating screen experience, the poignant video highlighted the character’s inner turmoil. The chaotic scenes simultaneously highlighted the importance of having a workplace that provides a dynamic environment while providing emotional support for its workers to thrive and get through life’s challenges.

Meanwhile, the Best Collaboration award, which celebrates the best strategic and creative collaboration between brands and YouTube Creators, was given to Orocan’s Ms. Hurt campaign. This features host and drag queen Paolo Ballesteros as the titular Ms. Hurt, bringing her audience to a vlog-style tour of her house and bags including the Orocan Ice Box.

The Best Storytelling award, which as the name suggests, lauds brands that are able to deliver a compelling story through their campaign, was snared by Union Bank of the Philippines’ Heaven. The bank featured a commercial where a man named Dante enters the underworld of inadequate bank practices, showcases all of Union Bank’s solutions, and creates a better banking experience for consumers. 

Jollibee’s much-talked-about Now Showing: Love for a Perfect Pair took home the Brand as Creator award, which is given to a campaign that best demonstrates brands as creators and strategically uses YouTube formats to tap into consumer trends and growing communities. 

The 36-minute short film was, in fact, a triumph for the beloved world-class Filipino fast-food chain as it heralded the return of the well-renowned love team, Bea Alonzo and John Lloyd Cruz. 

Last but not the least, rounding up this year’s awards is Diskartech’s Carabao which won The Challenger award, given to SME brands that were able “to do more with less.” The Carabao showed how easy it is to get loans from Diskartech by presenting it in a fantastical and humorous way via a person popping out of the backside of a carabao.

This year’s winners were determined by an esteemed jury composed of marketers, digital experts, directors, creatives, and content creators from all over the country.

Gabby Roxas, country marketing manager for Google Philippines and South Asia Frontier Markets, said, “This year’s YouTube Works journey showed us how brands took their storytelling a notch higher to engage with consumers as we move from the shadow of the pandemic.”

He added, “In addition, the return of YouTube Brandcast as an on-ground event after two long years feels great! We get to award each brand in-person and showcase YouTube Works as a celebration of what brands and agencies in the country can achieve with YouTube as their video platform.”

Meanwhile, Golda Roldan, CEO of Wunderman Thompson Philippines and head of the 2022 YouTube Works Awards jury, commented, “I believe that brand campaigns can always make a difference beyond business results. This year’s YouTube Works winners strategically used the platform in crafting creative, effective, and meaningful campaigns that will inspire the next generation of brand storytelling on YouTube,” 

To name a few, the jury included Angie Tijam-Tohid, executive creative director at Havas Ortega Group; Dan Villegas, director for TV and film; Digs Dimagiba, CMO and head of the Analytics, Brand, Communications & Marketing Technology (ABCMT) Group of Metrobank Philippine; and Dave Drilon, chief digital officer of total Publicis Groupe PH.

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Technology Featured Southeast Asia

Nielsen includes YouTube measurement in ad rating solution across three SEA markets

Singapore – Market measurement firm Nielsen has announced the incorporation of YouTube measurement in its Total Ad Ratings (TAR) solution across the Southeast Asian markets of Thailand, Indonesia and the Philippines. This provides deduplicated cross-platform metrics for campaigns that are served both on TV and digital.

Nielsen is providing cross-platform metrics on which media buyers and sellers can transact. This announcement will now allow advertisers to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally — Indonesia, the Philippines, Thailand, Mexico, Italy, U.S. and France. 

TAR responds to the needs of advertisers wanting a more holistic view of their audiences, including YouTube, so they can understand the scale of the audience they’re able to reach through campaigns that are served both on TV and digital.

Arnaud Frade, head of commercial growth at Nielsen APAC, said, “In a fragmenting media landscape advertisers need independent cross-media metrics to optimise ad spends and enhance ROI while reaching the right audiences. This is an important milestone and investment toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.”

Meanwhile, Gaurav Kapur, managing director at Google, commented, “We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, Thailand. We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape. With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments.” 

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Platforms Featured Southeast Asia

Summit Media expands YouTube ad solutions through Bent Pixels Asia team-up

Manila, Philippines – Digital lifestyle network Summit Media has teamed up with content creator revenue accelerator Bent Pixels Asia (BPA) to expand the media group’s YouTube ad solutions, which includes monetising its pre-roll ad inventory for the YouTube channels of its online magazines.

This comes after Summit Media is currently foraying into growing its YouTube channels as their new digital direction.

Through this strategic partnership, BPA and Summit Media will offer advertisers ‘Reserved Media’ – an ad solution that allows advertisers to target Summit Media’s YouTube channels, and enables brands to exclusively run their pre-roll video ads for full share of voice roadblock for a given period of time, effectively owning Summit Media’s sought-after, quality audience and ad inventory on the platform.

Some of Summit Media’s YouTube channels including Esquire Philippines, Top Gear Philippines, Cosmo.ph, PEP.ph, Yummy, Preview, SPIN.ph and Spot.ph among others will be onboarded onto BPA’s network of premium YouTube creators. 

BPA is part of Hepmil Media Group, a leading technology-driven media network that owns PGAG, a local leading comedy content platform.

Lisa Gokongwei-Cheng, Summit Media President, said, “Summit Media is very excited to be a partner of Bent Pixels Asia to sell our YouTube inventory directly to advertisers. Both groups have always stood for innovation in a rapidly changing industry, and we look forward to helping our clients reach their goals together.”

Meanwhile, Erwin Razon, general manager of BPA, commented, “We are excited to offer brands the opportunity to reach the quality and premium audiences of Summit Media on YouTube through our Reserved Media Solutions. With the content expertise of both BPA and Summit combined, we will continue to grow the network’s reach on the platform to cater to larger audiences that will be valuable for brands to target with premium media buying opportunities.”

BPA will also provide YouTube channel development programs to Summit Media, including workshops, best practices, and tools to help them sustainably grow the reach and subscriber base of its brands’ channels and produce quality content to engage their audiences.

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Marketing Featured Southeast Asia

YouTube launches ‘Creators for Impact’ programme in Singapore

Singapore – Streaming and video hosting platform YouTube has announced the launch of its ‘Creators for Impact’ in the Asia-Pacific region, launching first in Singapore. Said initiative is aimed at sharing tips and learnings for local creators to tackle issues of misinformation and mental health on their channels while delivering a compelling message to their audience.

YouTube also hopes that through this programme, it will be helpful in the creator ecosystem by being a tool that can help define and shape public discussion on important issues prevalent in today’s society.

Over the next five months from July to November 2022, 14 creators have been shortlisted based on their channel’s credibility, social impact and potential. Participants can look forward to roundtable discussions with experts, key opinion leaders, and their fellow creators as they work towards using their platform to raise awareness on topics such as misinformation and mental health.

Some of the participating channels include Denise Soong Ee Lyn, TheSmartLocal, Our Grandfather Story, UNfiltered, and Sarah X. Miracle.

Speaking to MARKETECH APAC, Siddharth Srinivasan, head of YouTube content partnerships for Singapore, Malaysia and Philippines, said that they recognise the great contribution of local content creators, to which they have leveraged the open nature of the platform to educate, inspire and entertain viewers in creative ways, with their content gaining recognition both locally and globally.

“It’s important for us to ensure we are helping our creators to reach their audiences with the right content on such topics – in terms of connecting them with subject matter experts to share safe, credible content, and creating an environment where they are able to tap on the local creator community to pick up new tips on content creation like collaborating with a licensed expert to engaging audiences in a live Q&A,” Srinivasan said.

He also noted that YouTube has been active in creating partnerships to address mental health discussion on the platform, including with social media creative studio Bloomr.sg, and Ministry of Funny through Tribe Talkin’ to discuss topics such as personal experiences with issues such as anxiety and depression, mental pressures exerted by COVID-19-induced disruptions, and content addressing topics of violent extremism.

When asked about the state of the platform in terms of misinformation, he said that problematic content represents a fraction of one percent of the content on YouTube and they are constantly working to reduce this even further. He also noted that their work on reducing misinformation has been focused on four pillars: removing violative content, raising up authoritative content, reducing the spread of borderline content and rewarding trusted creators – the 4Rs of responsibility.

“When it comes to misinformation, speedy removals will always be important but we know they’re not nearly enough. Instead, it’s how we also treat all the content we’re leaving up on YouTube by raising up information from trusted sources and reducing the spread of videos with harmful misinformation,” he added.

Srinivasan also added that in Singapore, they have taken proactive steps to raise authoritative voices on the platform and ensure people get access to the right information. These include Top News and Breaking News shelves in Singapore to highlight videos from authoritative news sources.

“Since the beginning of this pandemic, we’ve focused on connecting people with useful, high-quality information and each other while removing violative content that violates our COVID-19 medical misinformation policy and Vaccine Misinformation policy. In Q1 2022, globally, we have removed more than 50,000 videos for violating the vaccine provisions of our COVID-19 misinformation policy. These provisions took effect in October 2020,” he concluded.

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Marketing Featured Southeast Asia

PH tourism dept’s new video series spotlights ‘Future Farms’ to support sustainable tourist attractions

Manila, Philippines — A new digital campaign entitled ‘Future Farms’ has been recently launched by the Department of Tourism (DOT). The campaign intends to promote farm tourism, one of the sector’s promising gems, and to offer pandemic-weary travellers a refreshing environment and new experiences. The Future Farms video series can be viewed on the ‘Tourism Philippines’ YouTube channel.

The Farm Tourism video series has featured must-see farms possessing unique characteristics of the touted ‘’future farm” — innovative, scenic, product-centric, and machine-oriented.

‘Future Farms’ is the fruit of the government agency’s efforts to redevelop tourism products and seek out new types of destinations and activities for travellers in the new normal. This innovation allows farm owners to maximise the potential of their property, employ more people, and give tourists more destinations to discover and agri-tourism products to enjoy.

The farms to be featured are located all over the Philippines and include sites such as Diaspora Farm and Resort in Bacolor, Pampanga, Amancio Nicolas Agri-Tourism Academy in Cordon, Isabela, Yamang Bukid in Puerto Princesa City, Palawan, Orchard Valley Farm in Pavia, Iloilo, among others.

Since 2018, the DOT has been strengthening the development and promotion of farm tourism as a major tourism product. It supports stakeholders in innovating and diversifying farm sites around the country to include recreational and leisure activities for tourists in addition to food and wellness.

The DOT said its farm tourism campaign ‘will definitely awaken the farmer in you as you explore the unique and fascinating farms in the country.’

Those interested in the project can visit DOT’s dedicated website for more information on DOT’s Farm Tourism partner destinations.

‘Future Farms’ is one of DOT’s original initiatives for tourism in the past month. Other notable projects include the inclusion and consideration of women and PWDs in the tourism industry, and a new ‘podumentary’ on the different rich cultures and traditions the Philippines offers, entitled ‘Escape: Stories from the Road’.

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Marketing Featured Southeast Asia

These are the top Raya ads from Malaysia this 2022

Kuala Lumpur, Malaysia – The celebration of Hari Raya in Malaysia has concluded, marking the end of the holy month of Ramadan. And with such festivities, there is always a rise of ad films centred around the values and teachings of the Raya festivities.

In line with this, YouTube in Malaysia has round up the top 10 Raya ads released by local and international brands in the country.  Presented in alphabetical order, the list is based on a mix of relatable festive situations that touched the hearts and funny bones of viewers, collaborations with well-loved local personalities, and nostalgia for the good ol’ days, while continuing to explore the creative formats of past campaigns.

  1. Astro Malaysia – Senandung Hari Raya Untukmu – Dato’ Sri Siti Nurhaliza & Aliff Aziz 

Through an original track sung by Malaysian singer Siti Nurhaliza and local-based Singaporean artist Aliff Aziz, this campaign from the Malaysian satellite TV provider aims to communicate the values of the Raya season, from keeping in touch with loved ones or supporting local businesses for any Raya needs.

  1. Celcom Malaysia – Iklan Hari Raya Celcom 2022 – Syukur 1 Syawal

Duit raya or tokens of money given during Raya are great and all: but have we actually thought about where we ought to spend them? In this heart-warming campaign by this local telco provider, we see a kid named Danish going around houses with his friends to collect duit raya. Among those kids is Aishah, who later on we learn that she gives all of her duit raya to his ailing father. Touched by this scene, Danish thinks of an act of kindness to Aishah’s father.

  1. HongLeong Bank Malaysia – HLB RAYA 2022 – Lebaran Penuh Kesyukuran

This fun and quirky campaign by banking institution HongLeong Bank in Malaysia centres around the festive days despite instances being not the most ‘perfect’ celebration. In spite of obstacles along the way, like the camera falling over a swamp while taking a family picture or meals getting delayed, there is still a glimmer of hope and genuine happiness around family members to be together as always.

  1. Julie’s Biscuits – Raya 2022 | Ini Iklan Raya baru, tau? [Full] | Julie’s Biscuits

Conceptualised by independent agency GOVT Singapore, this hilarious yet eye-opening campaign by the local biscuit brand invites Malaysians to explore traditional definitions of stereotypical roles and see how antiquated expectations no longer hold in today’s day and age.

  1. PETRONAS – PETRONAS Raya 2022 ‘366’: Hari Ke-123 | Full Film

“Find peace within that disappointment”: It is within one of these lines within the ad that sum up the message of the campaign. This Raya-centric campaign is part of Petronas’ ongoing original series called ‘366’, aimed at tackling stories of fortitude, resilience and togetherness among Malaysians during these difficult times. Said campaign is conceptualised under Ensemble Worldwide of IPG Mediabrands.

  1. Saji Malaysia Official – Iklan Raya SAJI 2022 | Raya Dulu – Dulu

This fun campaign by local cooking oil brand Saji focuses on cherishing the Raya festivities, even if it feels like it will never be the same as last year. In this film, we follow a male character cherishing past Raya celebrations, while being mindful to always remember such important moments from past Raya festivities into the future.

  1. Samsung Malaysia – Raya 2022 | Rezeki Memori

Centred around the theme of fun and nostalgic memories, this film by tech company Samsung focuses on a story of Adik and his father cherishing some great memories–which is actually an emotional representation of missing sharing those moments a long time ago. The film, shot on a Samsung Galaxy S22 Ultra phone, invites viewers to cherish time with their parents, one of the values being focused during the Raya festivities.

  1. Spritzer Group – Raya 2022 | Iklan Raya Paling Berseri

On a more hilarious route, this Raya ad by Spritzer focuses on doing the festivities, alongside with your full-out relatives, in this ad signifying Auntie Vivi. Despite the stereotypical nature of the ad, it teaches viewers to just remain calm and enjoy the festivities.

  1. Taylor’s University – Sadaqah | Hari Raya 2022

If there is one saying to embody this ad from Malaysia’s Taylor’s University, it’s the adage of “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” The ad follows the story of a beggar named Amin, who asks one day for free food from a food stall owned by Kak Zaiton. Despite the ad’s initial impression of Zaiton being angry always, we see a different side of her story, as being compassionate towards the poor. In all, Zaiton’s character teaches viewers of not just getting something but rather having the opportunity to learn and grow as a person.

  1. Tenaga Nasional Berhad – TNB Raya 2022 – Raya Macam Cara

The perfect ad to close this entry, this ad from Malaysia’s multinational electricity company focuses on the diversity of emotions–and antics–during the Raya festivities. After a long time where Raya meetups have been hampered during the pandemic, said ad communicates the long-yearning of families to meet up during these festive times.


Said ad list showcases the most engaging ads that people watched during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was pulled on 5 May, 2022 and captures data from 3 April to 3 May 2022 inclusive.

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Platforms Featured Global

Jellysmack launches new YouTube catalogue licensing venture

Australia – Full-service creator company Jellysmack has announced the launch of its new catalogue licensing venture for the video sharing platform giant YouTube. Through that venture, Jellysmack invites YouTube content creators to some upfront capital in exchange for licensing videos in the creator’s YouTube library.

As part of that venture, the company is offering lump sum payments ranging from US$50k to US$50m or more to qualifying creators. This catalogue licensing venture brings the Jellysmack Creator Program’s total plan for creator investments to US$750m.

Jellysmack’s new catalogue licensing model gives creators an upfront cash infusion to take the next steps for business growth without giving up any equity in their intellectual property, brand, or new ventures. While many creators are expected to use the funds for common needs like scaling content creation, hiring additional team members, launching new business ventures, or securing studio space, creators can use the capital for anything they choose. 

Additionally, the company does not participate financially in any newly uploaded YouTube video content. This non-dilutive design allows creators to remain fully independent and at the helm of their burgeoning enterprises.

Laurent Hulin, general manager for APAC at Jellysmack, said, “Whether a creator is looking for upfront capital to invest in production or to focus on long term multi-platform growth, we’re ready to back creators with over US$750m committed to catalogue licensing. Between the Jellysmack Creator Program and the introduction of Catalog Licensing, Jellysmack is committed to empowering creators as solopreneurs. It’s all part of our creator-driven mission to empower creators behind-the-scenes to go bigger.”

The catalogue licensing venture established yet another pathway for Jellysmack to support creators as business owners. Creators can either opt for a deal to receive immediate capital in exchange for licensing some of their YouTube catalogue, take part in the Creator Program for multi-platform monetisation over time, or participate in both.

In addition, Jellysmack got its start by building and scaling dozens of its own video channels like Beauty Studio, Oh My Goal, and Gamology into the world’s leading social communities. This first-hand knowledge plus the company’s unmatched technology, puts Jellysmack in a unique position to support individual creators not just financially, but also strategically. 

Ezechiel Ritchie, country manager for SEA and ANZ at Jellysmack, commented, “Jellysmack is creator at heart. We have grown some of the largest communities on social media. Unlike pure financial partners, we think like creators and understand how to support creators’ big dreams. Our Catalog Licensing offer enables creators to access the value of their back-catalogue today, instead of waiting to collect the revenue over the next three to five years.”

He added, “By receiving the revenue upfront for their old videos, creators no longer have to wait years for YouTube to pay out back catalogue earnings and can invest that revenue to grow their business. It’s not a loan and their past content can fund their future success.”

Jellysmack has partnered with some of YouTube’s largest content creators such as MrBeast, PewDiePie, and Nas Daily.

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Platforms Featured Southeast Asia

Recipes, skincare, entertainment: Filipinos’ top content choices on YouTube

Manila, Philippines – YouTube retains its leadership among Filipino viewers, where in the country, the watch base now stands at 45 million viewers. With this, local brands are in a better position to tap the platform in attaining desired business and brand results. 

In their latest ‘YouTube Brandcast’ press event, the platform noted that there has been more than 25% rise in watchtime from April 2020 to April 2021, while total hours of content uploaded to YouTube by channels in the Philippines grew more than four times between 2020 and 2019.

There has been a huge influx of new creators on the platform as well, with over 3,000 local channels hitting more than 100,000 subscribers, over 250 channels having more than one million subscribers, and 12 channels having more than 10 million subscribers, as of June 2021.

“In the second year of the pandemic, more Filipinos turned to YouTube to use content that can help them with their everyday life. YouTube’s reach, creators, content uploads, and watchtime increased phenomenally and this ecosystem growth unlocked great possibilities for brands to drive results at scale, and deliver a fulfilling experience for viewers,” said Gabby Roxas, marketing head at Google Philippines.

In terms of the genres or categories most watched on the platform locally, recipe videos grew by more than 50% in watchtime during the first quarter of 2021 compared to the same time last year. Skincare video watch time had also jumped by more than 80% in the same period and interestingly, that for shampoo videos more than doubled. 

Furthermore, in continuing to seek entertainment to cope with the prolonged isolation periods, watchtime for role-playing game (RPG) videos grew by more than 80% while that for drama television series grew by more than 70% in the same period.

With these genres rising to popularity, brands locally can tap into these categories through their respective content creators to create meaningful brand-infused content, such as the platform’s sponsorable activities like Super Stream, Music Night, and FanFest among others allow brands like Unilever to engage consumers effectively.

“Marketing in a connected world opens new opportunities for brands to connect deeper with people, and YouTube is an effective platform to do that. Through YouTube, we were able to tell our brand stories in an unmissable way, standing up in the frontline of culture to engage today’s attention-restricted audience,” said Dennis Perez, media director at Unilever Philippines.

The platform’s success on brand integrated campaigns has been evident when they launched their first-ever YouTube Works locally, where they recognized the brands that have created campaigns that take the support from the platform’s diverse audience and capabilities.

“YouTube empowers brands to push the boundaries of creative storytelling that delivers results and I’ve seen this with the finalists of the inaugural YouTube Works awards. They used YouTube and its content creators in a powerful way, resulting in key achievements in awareness, engagement and action. I’m excited to see what brands and agencies will come up with and submit in the next run of YouTube Works,” said Leigh Reyes, jury head at YouTube Works and chair 3meritus and product officer at MullenLowe TREYNA.

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Platforms Featured Global

YouTube raises health information awareness with new in-app features

California, USA – In response to the growing trend online of users resorting to online resources for verified answers to health questions and educating themselves more about health and medicine, video streaming platform YouTube has announced that it will be introducing new in-app features that would raise more awareness about verified health information.

YouTube will be adding new health source information panels on videos to help viewers identify videos from authoritative sources, and health content shelves that more effectively highlight videos from these sources when you search for specific health topics. These context cues are aimed at helping people more easily navigate and evaluate credible health information.

In order to cross-check information these YouTube videos present, the platform has applied the principles developed by an expert panel convened by the National Academy of Medicine, a nonprofit, nongovernmental organization that brings together the top experts in health, medicine, and biomedical science to provide unbiased, evidence-based guidance about health and science. 

The National Academy of Medicine regularly examines complicated questions related to health, medicine, and biomedical science and over the years they have given guidance on everything from countering the opioid epidemic to gene editing.

According to Dr. Garth Graham, director and global head of healthcare and public health partnerships at YouTube, the new in-app health information is the result of the platform’s constant work to make it easier for people to find authoritative information to help answer their questions, as well as putting health professionals at the core of our efforts to connect people with helpful content.

In addition, he also believes that in our increasingly digital world, the next phase in health communication is video, where we can connect with people and answer their questions in a way that is both visual and personal. He also believes that this platform, with 2 billion monthly active users, has the potential to be a transformative tool for public health and can positively impact communities at scale. 

“This is our first step towards identifying and designating authoritative health sources on YouTube. While only accredited health organizations and government entities are currently included in our health context features, we’re exploring ways to broaden eligibility and evaluate the inclusion of other health sources, as well as ways to expand these features globally,” Graham said.

He added, “Throughout my years of working in public health and practicing medicine, I have seen the benefits of getting the right information to patients when they need it. These new features are an important step to improve our platform’s role in connecting people with high-quality information. We know that there is more work to be done and our investment will continue for the long-term.”

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Platforms Featured Southeast Asia

First-ever YouTube Works Awards in PH unveils winners

Manila, Philippines – Taking bold and creative risks pays off: this is one of the main mantras evident in the first-ever YouTube Works Awards in the Philippines, as it awarded the brand content, campaigns, and channels that stood out in effectiveness and creativity in 2020. 

The YouTube Works Awards are a staple instreaming platform YouTube which celebrates and champions the brilliant minds behind producing the most innovative and effective campaigns on the platform in the past year. This year, the awards finally landed in the Philippines, done in partnership with market research firm Kantar.

Despite being a year fraught with challenges, brands in the Philippines set the bar high on effectively using YouTube to deliver results and tell stories that resonate with local audiences. 

“As the pandemic changed life as we know it, the way we tell brand stories and engage audiences evolved too. YouTube Works Awards saw that despite the restrictions in creative production and reaching consumers, brands in the Philippines rose above the challenge and expanded the possibilities with YouTube to effectively drive results and tell stories that resonate with Filipinos,” said Gabby Roxas, head of marketing at Google Philippines.

This year’s top award went to local soft drink brand RC Cola, whose ‘Basta’ campaign made by independent creative agency GIGIL, was lauded for being brave enough to take creative risks and in making effective use of Gen Z’s surrealist humor. To date, the video has more than seven million views on YouTube.

For Roxas, RC Cola’s bizarre story of a family who served up the message of the value of embracing and enjoying one’s differences is consistent with the campaign’s approach: the pursuit to unapologetically stand out in a sea of formulaic content to achieve marketing and business objectives.

Meanwhile, Leigh Reyes, chair emeritus and product officer at MullenLowe TREYNA, and jury head at YouTube Works, commented, “At a tumultuous time when it would normally be considered unconventional to experiment, bravery in exploring the bold and the new pays off. advertising approach, tapping into absurdism to cut through repetitive and mundane lockdown content.”

Meanwhile, local telco Talk N’ Text or TNT won the ‘Best Multi-Video Storytelling’ award for their ‘Free Games for All’ series, which capitalized on Filipinos’ love for gaming mixed with hugot lines or heart-pulling one-liners to tell the story of four friends bonding over online games via a triad of spots. Driving a 165% increase in revenue versus the previous year, the campaign proved that YouTube viewers keep coming back for episodic content especially if it offers a compelling narrative.

For the ‘Best Brand Channel’ category, local beer brand Red Horse won the award, whose YouTube channel looked beyond product marketing to create content that its target market would watch and engage with especially over a bottle of beer: online concerts, variety show sketches, and entertainment-led videos. This then led the channel to see a growth in subscribers, from 26,000 in October 2019 to 54,000 in 2020, garnering 3.4 million views last year in total. The channel continues to grow, with a subscriber base that now stands at more than 87,000. 

Meanwhile, instant noodle brand Lucky Me! Pancit Canton won a ‘Best Collaboration’ award for its work alongside social media influencer Mimiyuuuh for the campaign ‘Pinakahihintay NaThin’, which puts a light-hearted spin for the brand’s comeback to its original thin noodles in production. With this, Lucky Me! saw a lift in purchase intent and brand favor, achieving a view-through rate (VTR) of 18%, higher than campaigns without creator collaborations. 

YouTube Works Awards also featured two heartfelt campaigns that show how brands with purpose can drive impact in times of uncertainty.

First on the list is consumer goods conglomerate Procter & Gamble, whose heart-warming campaign on the real, raw sacrifices of our frontliners while being away from their families to care for the sick won the brand a ‘Force For Good’ award.

Meanwhile, Globe Telecom’s ‘A Star Wars Experience For All’ campaign won the ‘Best Long Form Storytelling’ award for its heartwarming story about two young boys who created a special viewing experience for their deaf friend. The campaign shows the importance of inclusivity by representing and uplifting persons with accessibility challenges.

Gary de Ocampo, chief executive officer for insights division at Kantar Philippines, congratulated all the winners of YouTube Works, adding that their campaigns are truly inspiring and speak volumes about the future of advertising in the Philippines. He also noted that from taking bold, creative risks to playing meaningful roles amid the pandemic, the brands listed in the awards have effectively harnessed insights and stories to use YouTube in driving desired results.

“While there were many great campaigns this year, the Best Personalization award went unclaimed, nonetheless. This brings an opportunity for brands and agencies to challenge themselves further about contextual targeting and fully unlock this potential. I’m excited to see how they will take this challenge to bag the award next year,” de Ocampo concluded.