One of the award’s judges, Stephanie Campbell, CSO of Suno United Creators, said that the award provokes the market to evolve
My expectation is to find cases that, in addition to having a good understanding of user behavior on the platform, are creative and innovative enough to retain the audience in the brand’s content for longer. This is what Stephanie Campbell, CSO of Suno United Creators and one of the 13 judges of the YouTube Works Awards 2022 expects.
With the objective of recognizing the brands that make the best creative use of YouTube and, at the same time, build a strategy capable of achieving significant business results, this year’s award will recognize the pieces in five categories: Business Impact, Best Work With Creators, Social Impact, The Unskippable and Meeting the Moment, in addition to the Grand Play, which goes to the case that best met all aspects of the award, such as creative, business and use of platform tools.
The analysis of the cases submitted to YouTube Works will be done with Kantar, responsible for managing the curation and judging process of the campaigns, as well as for moderating the judging sessions. The winners will be announced in September, in a face-to-face ceremony.
According to Campbell, to win the award in The Unskippable category, you need to go beyond just having an innovative idea. [ preciso tambm] make good use of creative video resources, seeking new ways of exploring visual and sound elements, having a segmentation strategy and intelligence, in addition to good results in retaining views, advises the advertising company.
The executive also explained that the market sees YouTube Works as an award, whose role is not only to recognize, but to boost creativity connected to media platforms.
Today, it is impossible to dissociate idea and message from channel strategy, and the YouTube Works award represents this evolution of thinking. It provokes the market to evolve the way we connect with our consumers through insights and solutions native to the platform, he says.
other jurors
Alvaro Garcia, CMO at Mondelz, highlighted the importance of YouTube Works for the market. [O YouTube Works] has increasingly become an inspiration for the entire market on new ways of engaging people, creating ever deeper and more individualized connections, he said.
J Joo Pedro Paes Leme, journalist and CEO of Play9, stated that the platform has a fundamental character of bringing good content to society in general. Stimulating creators, brands, agencies and content companies within this very important ecosystem for it to become increasingly relevant, he said.
Another member of the judging team, Luciana Haguiara confessed that she hopes to find works and ideas that show how to go beyond awareness. And use the tools we have to solve real problems, emphasized ECD Media.Monks.
Who is also among the judges Felipe Simi, CEO and CCO of Soko. Our craft, at the end of the day, is about telling good brand stories. And YouTube is a fantastic platform to do that, because of the diversity of formats that doesn’t limit creativity, in addition to having an incredible track record of results for the business.
