Alvaro Garcia, CMO from Mondelēz, talks about the market and expectations for YouTube Works 2022
Category that debuts in YouTube Works 2022, Business Impact is the result of the union of Data Driven, Strategy for Action and Brand Building, past categories of the award. The idea of Business Impact is to recognize the case that made the best use of the platform, and its tools, for business results, such as brand building or sales.
“This grouping of categories is in line with the principle that I strongly believe: marketing needs to lead the companies’ growth agenda”, says Alvaro Garcia, CMO at Mondelēz and a juror, about the importance of the Business Impact category. “And to generate growth, marketing needs to increasingly use data and insights to define its strategies and initiatives, prioritize actions and innovations that have the greatest impact, and measure all this to feed back the process”, he adds.
Also according to the executive, information, entertainment, creativity and tutorials are the most sought after topics on YouTube. “Brands are fully able to offer these contents in a relevant way to people, and through that have a positive impact on their sales and the strength of their brands”, he says.
In addition to Business Impact, YouTube Works 2022 will recognize works in Best Work With Creators, the only category that remained unchanged from the last edition, Social Impact, the new The Unskippable and Meeting the Moment, and the well-known Grand Play.
Garcia sees YouTube Works as one of the top awards today, as, according to him, ‘it has increasingly become an inspiration to the entire market about new ways of engaging people, creating deeper and more individualized connections’.
“I’m sure that after an event like this, the entire marketing community leaves eager to learn even more, and try new solutions and ideas that were shared”, he said.
Partnership with Kantar
The analysis of the cases submitted to YouTube Works, an award developed in partnership with Kantar — responsible for managing the curation and judging process of the campaigns, as well as for moderating the jury sessions — is carried out on two complementary fronts; both are staffed by professionals who bring specialized knowledge and experience across all spectrums of the industry.
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After the announcement of the finalists, a second jury enters into action, to define the winners of each category and the winner of the Grand Play (GP).
other editions
Last year, four works were awarded in five different categories – highlight for ‘Brahma Live Circuit’, created by Africa for Ambev. Under the umbrella of the Brahma brand, the pandemic forced the company to reformulate the main activation of the year: the sponsorship calendar for country music shows.
Thus, the Brahma Live Circuit was born. There were more than 250 attractions that, together, surpassed the half-billion views on YouTube.
According to a study by Kantar, the calendar earned Brahma R$38 million in earned media and increased Brazilians’ affinity for the brewery by 30% compared to the previous year.
The work won the Brand Building and 2020 Reaction trophies because it was able to act quickly in planning and execution, as well as being able to adapt the format in an engaging way to the virtual environment.
