YouTube Works Awards

YouTube Works Awards

In partnership with In partnership with

2025 Finalists are out! See below for the finalist list.

The Winners will be announced on June 3rd at the Hong Kong cloud Summit.

YouTube Works Awards

About the Awards

Over the past decade, marketers have redefined how they communicate with consumers. From the heartwarming to the heart-racing — and everything in between — YouTube has seen how incredible video content can drive equally powerful results.

The YouTube Works Awards celebrate and champion the brilliant minds producing the most innovative and effective advertising creative on YouTube in the past year.

Winners join an esteemed shortlist of trophy bearers that help shape the future of creative effectiveness on YouTube. Plus, they have the opportunity to stand shoulder-to-shoulder with some of the industry’s best within published thought leadership and advertising industry moments.

About the Awards

Categories

1

Best Content Takeover

Celebrating the campaign that masterfully used YouTube’s Premium Placements to captivate specific audiences during targeted moments/primetimes, leaving a lasting impression and building meaningful brand engagement.

2

Best Brand Channel

Celebrating the campaign that best manages YouTube as a platform/content hub to regularly engage with the audience.

3

Best Collaboration: Brand & Creator

Celebrating the campaign that best demonstrates the strategic and creative collaboration between the Brand & YouTube Creator.

4

The Changemaker

Celebrating the campaign that best demonstrates inclusivity and diversity in marketing, and/or campaigns that support social or environmental causes.

5

Best Digital Transformation

Celebrating the pioneering Hong Kong domestic campaign that dared to transform from traditional media to digital, and proved the effectiveness of digital-first thinking.

6

Best in Action

Celebrating the campaign that best leverages YouTube to drive customers to shift consideration or take action in decision-making moments.

7

Best of Google AI

Celebrating the campaign that best demonstrates how marketers effectively and responsibly leverage Google AI to enhance marketing performance and business impact.

This could include using Google AI-powered solutions to launch campaigns in any of the below areas:

  • 1. Overall Campaign Insights or Ideation

  • 2. Media Strategy for Reach / Views / Traffic / Sales

  • 3. Creative Assets & Message Development

8

Grand Prix

Celebrating the most effective, creative, and innovative campaign that also drove exceptional business results.

How it works

Submit your best work from Oct 2023-Feb 2025 to be reviewed by our panel of industry leaders in two rounds.

Our judges will select the winners across a number of awards categories and a Grand Prix will be awarded to the submission that best demonstrates brilliant results, storytelling, and effectiveness.

To learn more about campaign eligibility and judging rubrics, refer to the Submission Guide.

How it works

WELCOME ALL JURIES!

Brian Chan

Brian Chan

Senior Digital Marketing Manager,

FrieslandCampina (Hong Kong) Limited

Caterina Camerata

Caterina Camerata

Strategy Lead,

Publicis Media Hong Kong

Cecilia Lai

Cecilia Lai

Deputy Senior Marketing Manager,

Promise

Cherry Tsui

Cherry Tsui

Assistant General Manager, Head of Marketing Division, Personal Banking and Wealth Management,

Bank of China (HK)

Gabriel Kung

Gabriel Kung

Chief Commercial Officer,

Bowtie Life Insurance

Jacqueline Tsang

Jacqueline Tsang

Executive Manager, Digital Marketing Channels, Content and Intelligence,

The Jockey Club Cps

Jason Wong

Jason Wong

General Manager,

Investment Products,

Omnicom Group HK

Joey Wong

Joey Wong

Head of Performance Marketing and MarTech,

Standard Chartered

Kenny Sham

Kenny Sham

General Manager,

Hong Kong, Macau & Thailand,

Klook

Raymond Ng

Raymond Ng

Senior Regional Digital Marketing Manager, North Asia,

Cartier

Renee Chan

Renee Chan

Customer Experience and Marketing Director, Pizza Hut and PHD Hong Kong and Macau,

Pizza Hut and PHD

Roman Khan

Roman Khan

Co-Founder & President,

Peak 21

Samson Fong

Samson Fong

Head of Marketing,

Beame

Silas Ho

Silas Ho

Senior Vice President, Domestic Business and EssenceMediacom, Hong Kong,

EssenceMediacom

Tania Lau

Tania Lau

Vice President, Head of Brand & Communications, Consumer Business Group,

HKT Limited

Wai Chung Au

Wai Chung Au

Managing Director, Media,

Dentsu Hong Kong

Angela Wong

Angela Wong

Chief Marketing and Customer Officer,

AXA Hong Kong & Macau,

AXA

Darren Chan

Darren Chan

Managing Director,

Food, HK & Macau (Wellcome),

DFI Retail Group

Edward Bell

Edward Bell

General Manager, Brand, Insights and Marketing Communications,

Cathay Pacific Group

Frankie Li

Frankie Li

Vice President, Global Marketing,

Lee Kum Kee

Tak Lee

Tak Lee

General Manager of Marketing,

Swire Properties

Tin Kin Chan

Tin Kin Chan

Senior Director, Head of Brand Function and Commercial Operation, P&G HKTW,

Procter & Gamble

Yvonne Leung

Yvonne Leung

Director of Customer Transformation & Growth,

BUPA

1

Contest begins

February 17, 2025

2

Submissions end

March 16, 2025

3

Winners announced

June 3, 2025

HOW TO SUBMIT

Best practices

Our judges are looking for campaigns that have creatively, strategically, and effectively leveraged YouTube to achieve a clear business impact. Make sure you set the scene and be clear about your KPIs. The metrics you provide will help our judges understand your work and the challenges of your category and marketplace.

Helpful hints:

  • Consider co-writing your submission; media and creative collaborations help to tell the full story
  • Tell a story with a beginning (objectives), middle (approach), and end (impact)
  • Stick to simple and concise
  • Include critical context around your creative
  • Remember we need all relevant media referenced in your submission
  • Note any factors external to YouTube that could have impacted results
  • Share as many metrics as you can and include objectives, KPIs, and benchmarks
Best practices

How to enter

Identify your most effective YouTube campaigns, review the Terms & Conditions, and fill out the submission form below.

The YouTube Works Awards are easy to enter. Even better, it’s free. So if you’re part of a marketing, media, creative, or agency team, show us your best-in-class digital work for your chance to be seen around the world.

Questions? Contact us at hk-ytw-marketing@google.com.

How to enter
YOUTUBE WORKS WINNERS

Check out the winners below and discover their success stories!

Want some inspiration for your next campaign? Check out this year's Hong Kong winners below and new repository containing previous YouTube Works winners from all APAC markets!

Grand Prix
Best Full Funnel Campaign
Best Creative: Multi-video Storytelling
Grand Prix
Best Full Funnel Campaign
Best Creative: Multi-video Storytelling

HSBC One Millennials Rethink Wealth Campaign

PHD Hong Kong, Wunderman Thompson Hong Kong

To establish HSBC One as the go-to choice for wealth management for young investors, HSBC worked with Dee from idol group ERROR to deliver a full-funnel YouTube campaign called “Rethink Wealth”.

From raising awareness with Video Reach Campaigns to driving conversions with Video Action Campaigns, HSBC leveraged an AI-powered strategy to deliver its key message consistently, resulting in over 30% increase in new millennials customers vs pre-campaign.

CHECK OUT THE FULL STORY HERE
The Changemaker
The Changemaker

Re/CASETiFY

To educate consumers about CASETiFY’s closed loop recycling systems “Re/CASETiFY” and to promote their sustainable product line, the brand collaborated with artists and YouTube creators to highlight the creative possibilities of upcycling through the Re/CASETiFY material.

CASETiFY was able to amplify its sustainability initiatives and at the same time drive business impact through creating awareness among its target audience, reaching 57M people with 2.8M engagements.

CHECK OUT THE FULL STORY HERE
Best Brand Channel
Best Brand Channel

Futu Securities - The ultimate community-centric investment hub

Futu Securities transformed their YouTube channel into a thriving educational and community hub for prospective customers, fostering a space for learning and engagement.

By consistently publishing over 100 pieces of original content tailored to consumer trends and viewing preferences, the channel garnered over 28 million total views and drove conversions for their main trading app.

CHECK OUT THE FULL STORY HERE
Best Creative: Shorts
Best Creative: Shorts

YesStyle x YouTube Shorts

By aligning their video content strategy with the dynamic fashion and beauty trends favored by their Gen Z audience, YesStyle effectively leveraged YouTube Shorts to drive engagement. With nearly daily uploads and timely short-form content, the efforts resulted in a remarkable 92.5% average video completion rate.

CHECK OUT THE FULL STORY HERE
Best Collaboration: Brand and Creator
Best Collaboration: Brand and Creator

Try Once- Try to be a HKTVmall Wet Market Express Professional

Mill MILK

HKTV Mall strategically collaborated with YouTube creator Mill MILK to tap into their audience on YouTube and leverage its creative storytelling, delivering an authentic experience and positive brand image for their newly launched delivery service in traditional wet markets. The results were impressive with +44% new customers for the service.

CHECK OUT THE FULL STORY HERE
YOUTUBE WORKS FINALISTS 2025
Congratulations to the finalists of YouTube Works Awards 2025!