Blog / October 4, 2019
Yesterday marked the inaugural YouTube Works Awards—a show focused on the effectiveness of YouTube creative to drive real business results.
Eight awards were up for grabs at the show this year and Rethink won four of these with IKEA and A&W.
The IKEA Bedtime campaign won in three categories: The Ruby (best in show), Best Creative Effectiveness and Best Response-driven Campaign. The work targeted people who were staying up late to watch YouTube videos. The videos had uniquely customized messages asking why they were awake, calling out the exact time and video they were watching, and how many hours were left until IKEA opened so they could go and buy a better mattress. Alongside significant lifts in ad recall and a 673% increase in search interest for IKEA mattresses, the campaign converted over 50,000 viewers from online viewing to offline shopping.
A&W Beyond Meat Burger Launch won Best Full-funnel Campaign. A&W used a variety of YouTube formats including TrueView and Masthead to promote its new Beyond Meat Burger, showing real Canadians reactions to tasting it for the first time and learning that the patty is 100% plant-based. The campaign not only transformed the Beyond Meat burger from an unknown product to a household name, but also piqued Canadian interest to sample, resulting in over one million store visits.
Congrats to us all!