US YouTube Works Awards 2023: And the winners are...

[View our web version]() if this email isn't displaying well. [YOUTUBE WORKS AWARDS WINNERS] Transforming an insight into a successful marketing campaign is no easy feat. It’s finding the right balance of art and science to drive impact – and the brands that do deserve to be celebrated. So drumroll please. Here are a few of this year's [US YouTube Works Awards]() winners. [MASSMUTUAL BRINGS HOME THE GOLD] MASSMUTUAL BRINGS HOME THE GOLD Grand Prix bragging rights belong to none other than MassMutual. To drive awareness about financial planning, their made-for-YouTube [creative]() turned worst-case chats into funny, relatable scenarios. Not to mention, they broke the fourth wall, recommending that viewers skip the ad. Talk about a hook! But to win the Grand Prix, a campaign has to be both innovative & effective. That’s why MassMutual leveraged Connected TVs & Video reach campaigns for scale – topped with Video ad sequencing for frequency. It paid off big time: 6-year peak in acquisition & 10pp brand lift in consideration & affinity1. [DOVE WINS TWICE WITH LONGFORM] DOVE WINS TWICE WITH LONG FORM To drive change, you have to shake some things up. You need to be bold, original, and definitely unforgettable. That’s why Dove won both The Changemaker & Creative Visionary categories – for an [innovative ad]() that reminds parents about their influence on teen self-esteem. Long form allowed Dove to tell their story without limit. A creative over 3 minutes might feel daring, but to keep viewers captivated, they used face-mapping technology of interviewee moms. The impact was resounding. Brand lift results showed 6.2M+ lifted users associating Dove with raising awareness about toxic advice girls are exposed to2. [MAILCHIMP’S FULL FUNNEL STRATEGY PAYS OFF] MAILCHIMP’S FULL FUNNEL STRATEGY PAYS OFF To reach SMBs, Mailchimp used awareness & reach formats like bumpers and skippable ads at the top of the funnel. At the bottom, they leveraged Video action campaigns and strong CTAs. Their full funnel [campaign]() increased awareness by 4%, while decreasing cost per acquisition 34% YoY3. [EBAY EDGES OUT WITH YOUTUBE ORIGINAL SERIES] EBAY EDGES OUT WITH YOUTUBE ORIGINAL SERIES eBay Motors wanted to reinforce that auto accessories make the car. So, they developed a [high-octane YouTube series]() featuring races between stock models and fully decked-out whips. Boosted by awareness formats like Video reach campaigns, the series accelerated subscribers 606% above their goal. And it grew purchase intent 15x4. [TOP LEARNINGS FROM THIS YEAR'S WINNERS] Feeling inspired? Well, it’s never too early to start planning your entry for next year. To help, we’re dishing a few cheat codes. 1. Build bespoke for YouTube 2. Satisfy the audience’s desire to go deep with long form 3. Authentically connect with viewers through insights [MEET THE JUDGES] No introduction needed - you know their names. They’re the industry's most innovative leaders. From CMOs to Executive Creative Directors, this year’s judges panel was stacked. We put them in charge of calling the shots, making winning that much more special. [READ MORE]() Sources: 1-4Google Internal Data, US, 2022 How was this edition? [LinkedIn]() [LinkedIn]() [Twitter]() [Facebook]() [Facebook]() Terrible Bad Neutral Good Excellent Got this as a forward? [Subscribe to Re:View]() [Twitter]() [Facebook]() [Facebook]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGMVEV3-MYu4gS9OmYZ5KaLd976pBE3Dx39w_eBhLj3Op_MDCqx3FxJrAH9qmMTY5KpMOqL1NI=). © 2023 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066