YouTube Works for Brands 2017 winners announced
The winners of the 2017 YouTube Works for Brands initiative have been announced by Google.
Google has announced the winners of its 2017 YouTube Works for Brands prize, which is designed to recognise organisations that use the video platform innovatively in their marketing campaigns to generate good results.
Among the winners was BT Sport, which allowed its customers to watch the UEFA Champions League Final for free via YouTube, generating a return on marketing investment of 170 per cent and driving brand familiarity up by 43 per cent.
Food brand Sarson's was also recognised by Google after it successfully revamped its image with a series of YouTube-based pickling tutorials aimed at capturing a new audience. This saw its inbound website traffic grow by 541 per cent over the course of 2016.
Major supermarket Sainsbury's received a nod too, as the placement of its Christmas TV advert on the social media site proved successful for the brand.
In addition, Adidas was recognised for its achievement in growing organic video views by almost two-thirds (62 per cent) after creating a new YouTube-based football series aimed at young people. This also led to a 32 per cent increase in subscribers to the sports brand's channel.
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