YouTube Works

How brands are using YouTube to deliver effective campaigns

Browse latest case studies

About the Awards

The YouTube Works Awards are developed by Google in partnership with Kantar Global, and organised in partnership with local association partners in each country. This global awards program celebrates and champions the most innovative and effective campaigns on YouTube with brilliant business results in the past year.

The most recent Awards were announced in June 2019 and all the winning case studies are available to read here on WARC.

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UK Grand Prix


A recipe for success with English Heritage

Brand English Heritage
Agency In house
Country United Kingdom

English Heritage transformed its YouTube channel from a mixture of ad hoc content into an internationally-popular brand asset and source of revenue.

The charity made entertaining and informative videos featuriing a Victorian cook which have found a loyal following.

The channel now reaches over 2.5 million viewers every month, compared to around 25k in 2015.

UK winners

How Whiskas made cat content grow up to drive digital growth

Brand Whiskas
Agencies AMV BBDO / Google Zoo
Country United Kingdom
Award Best Long Term Effectiveness

A simply effective strategy for Simply Business

Brand Simply Business
Agencies Brainlabs / Truant London
Country United Kingdom
Award Best Use of YouTube for Performance Marketing

Quaker Oats: Demonstrating the power of the Oat

Brand Quaker Oats
Agencies AMV BBDO / OMD
Country United Kingdom
Award Winner

Bringing Jurassic World Evolution to life for Frontier

Brand Frontier Communications
Agency Croud
Country United Kingdom
Award Winner

Heathrow Airport: Welcoming you home with the Heathrow Bears

Brand Heathrow Airport
Agencies iCrossing / Acxiom / AmazeRealise / Havas London
Country United Kingdom
Award Winner

Breaking through the fourth wall with Deadpool

Brand Deadpool
Agencies Mindshare / Think Jam
Country United Kingdom
Award Winner

Moving the metrics that matter with Littlewoods Ireland

Brand Littlewoods Ireland
Agency Wolfgang Digital
Country Irish Republic
Award Winner

US Grand Prix


Xfinity Mobile: Data in Dollars

Brand Xfinity Mobile
Agencies Goodby Silverstein & Partners / Spark Foundry
Country United States

Xfinity Mobile used pre-roll YouTube ads to show customers in the US how much watching videos was costing them in mobile data.

Xfinity used YouTube’s reach to target consumers based what genre of video they were watching to serve them a contextually relevant six-second ad.

In the first two weeks, online searches for Xfinity Mobile tripled and over 10,000 new customers have joined Xfinity Mobile since the campaign started.

US winners

Tourism Australia: Dundee the Son of a Legend Returns Home

Brand Tourism Australia
Agency Droga5
Country United States
Award Most Influential or Buzzworthy Campaign

Liquid-Plumr: Will it Clog?

Brand Liquid-Plumr
Agencies AKQA Portland / OMD / Reach Agency
Country United States
Award Best at Leveraging YouTube Formats

Samsung: /make

Brand Samsung
Agencies Edelman Public Relations / R/GA Portland / Starcom Worldwide
Country United States
Award Best Translation of an Audience Insight Into How YouTube Was Used

Thomson Reuters Foundation: Unboxing the Truth

Brand Thomson Reuters Foundation
Agency TBWA\Chiat\Day
Country United States
Award Best Creative Work + Best Use of YouTube With a Small Budget