Situation

In an era when GenZ has cut the cord on traditional mediums and are switching to digital platforms and mobile devices, how does an advertiser connect with new audiences?

93% internet users in India watch YouTube, making it the #1 Video platform. 91% viewers agree YouTube has unique content they can’t find anywhere else, and it’s the #1 platform that helps them decide what to purchase. Then why don’t CMO’s see it as an important platform to invest their marketing dollars?

It became crucial to showcase and advocate the YouTube advantage to Indian advertisers.

Brief

To create a sustained integrated campaign that converts advertising and marketing professionals(CMOs)into advocates of YouTube's effectiveness in driving business results.

Objectives

Celebrate and champion the most innovative and effective campaigns on YouTube.

Inspire marketers to create targeted campaigns using YouTube's reach, data analytics, and audience behaviour insights.

Elevate YouTube's role in driving business impact.

The Idea-Be Where it Matters

A celebration of the thriving community of creators and the diversity of content that makes YouTube the most viewed video platform in India, the campaign ethos ‘Be Where it Matters’ became a powerful ‘call to action’ and reminder to advertisers and CMOs to realize that while India has the world's largest viewership on YouTube, they were missing out on the opportunity of connecting with their audiences effectively.

The Campaign

The YouTube Works B2B campaign was launched as a brand, a verb and a definitive statement on how YouTube WORKS for its consumers, creators & advertisers.

The campaign gave CMOs firsthand experience of YouTube's power through a phased approach, building advocacy leading up to the YouTube Works Awards, a mega tent pole event where the entire ecosystem of advertisers, creators and thought leaders come together to celebrate and recognize the platform's most innovative and effective campaigns.

Data gathering

Strategic Jury selection to include key advertisers,CMOs,creators and influencers.

Award categories mapped to relevant market trends eg. Creators,Local language connect etc.

Target audience

B&C level marketers(Target Top 100 businesses)

Top YouTube spenders

Creative and media agencies(Top 50)

Approach

Canvasing to get the entries - 8 YouTube owned Award categories announced.

Building Advocacy-Established ‘JURY CIRCLE’ a platform to drive advocacy amongst all JURY stakeholders to drive consistent engagement via access to key content & programs.

Showcasing(Awards, Case Studies)-Anchored on 3C’s i.e. Celebration, Creators & Content, imagined as a YouTube Day for the advertiser ecosystem — preceded by Creator Roundtable & YouTube Shorts Masterclass - the Awards event championed the right balance of winning brand campaigns, marquee creator performances & core keynote speakers.

Sustaining, Amplification (PR, Print Ads, FOMO) - Always On amplification sustained via winner showcase impact stories, bespoke case study narratives in priority A&M media, jury engagements &

Implementation

Apr-May - Announce

Announcing the awards - inviting entries - focus on USPs

May-Jun - Champion

Advocacy through Jury Circle - Organic conversations

Aug-Sept - Celebrate

Awards Ceremony

Sep - onwards - FOMO

Sustenance

Timeline

April 2022

Media campaign to invite entries.

1200 entries received across all categories ( Highest for YouTube Works in APAC)

May 2022

Jury Circle launch and round 1 briefing

June 2022

Finalists declared

July 5 2022

Grand Jury day

8 winners + Grand Prix

Sept 1 2022

Awards Ceremony

Winner Announcements

Oct - Nov 2022

Media & PR Amplification of Winners

Placement

LinkedIn

Brand Equity

Digital Advertising Publications

YouTube Case Studies through Owned Channels (@ Think With Google)

Scale

1200 entries

650+ Advertisers

100+ Jury Circle

12 Grand Jury

4M+ Reach

Sales

YT Share of wallet up +2pts

Engagement

Pre-event:Organic LinkedIn conversations by 100+ Jury Members and 25 Award Finalists

In-Event:Live Social Media content by 500+ Advertising and Marketing Professionals,Performers and YouTube Creators

Post Event:100+Organic Jury & client social posts

Reach

2M+ views, 6M+ impressions and 80%+ hit rate amongst B2B audience through targeted LinkedIn campaigns + Pre-event buzz and post-event amplification.

Brand Equity (India’s #1 Business Publication) print inserts and advertorial coverage, with 5M+ readership, resulted in 3% aided awareness uplift and 6% rise in brand consideration.

350K+ views-PR Coverage across online advertising publications.

Achievement against business targets

650 Advertisers impacted with 100+ Jury advocacy results

95% Event NPS with:

98% Attendees agree YouTube is essential for building brands,

99% Attendees agree YouTube is a platform where they want to advertise

97% Attendees agree YouTube drives business results

97% Jury members learnt something new about effective advertising on YouTube