The second annual YouTube Works Awards in Hong Kong, and the first to be held as an in-person event, brought together over 180 advertisers, thought leaders and YouTube creators to celebrate industry excellence and share market insights. In partnership with Kantar and supporting organizations including Digital Marketing Community, iabHK, and The Association of Accredited Advertising Agencies of Hong Kong, 32 judges from diverse backgrounds reviewed over 50 submissions to select this year’s winners across six categories, including a new category that best demonstrates inclusivity in marketing. Michael Yue, General Manager, Sales & Operations at Google Hong Kong said, “YouTube in Hong Kong continues to go from strength to strength. Not only does it rank first among video platforms for content that is personal and relevant^[1], but 77% of local viewers say advertising in YouTube videos makes them more aware of new brands and products^[2]. This means YouTube gives brands and businesses the opportunity to be where it matters — on the biggest stage for the world’s most creative stories — creating authentic brand content, engaging with their target audience, and measuring the results that matter most.” “We are thrilled to be able to come together in person to celebrate HSBC, Café de Coral, and Otsuka Pharmaceutical (H.K.) Ltd., each of whom have created compelling and successful campaigns that harness the deep connection that audiences have built with YouTube, its content and its creators. Their personalized approach to storytelling combined with YouTube’s multi-device, multi-marketing objectives, and multi-form video solutions platform demonstrates the power of reaching an active, engaged audience to drive awareness and inspire action. We commend this year’s winners for their creativity, innovation, inclusivity, and strategic collaborations, and congratulate them on the meaningful results their campaigns were able to deliver.” 2022 YouTube Works Awards winners in Hong Kong

Winner	Agency	Campaign	Award
HSBC	PHD, Wunderman Thompson Hong Kong	HSBC Premier #ThisIsMyFamily	Grand Prix
			All In
			Better Together
Café de Coral	Carat Media Services Hong Kong, dentsu mcgarrybowen Hong Kong	A Taste of Togetherness	Best Brand Campaign
HSBC	PHD, Wunderman Thompson Hong Kong	HSBC Buy Now Pay Later	Action Driver
Otsuka Pharmaceutical (H.K.) Ltd.	Fevaworks Solutions (Hong Kong) Limited, Mill MILK	Keep Watering - Pocari Sweat ion water (Try Once – 7 Days Challenge to Regain Physical & Mental Balance)	Best Collaboration: Brand and Creator

HSBC [Two winning campaign names: #ThisIsMyFamily and HSBC Buy Now Pay Later] #ThisIsMyFamily - HSBC Premier Recognizing the rise of a new generation of affluent customers with different and changing wealth needs, HSBC turned to YouTube to refresh and redefine its Premier brand. The campaign broke away from the bank’s traditional image to depict the unique stories of three atypical families, including a dual-career family, LGBT couple and astronaut family, whose varying wealth needs were supported by HSBC Premier. The thematic videos, starring actors Tommy Chu and Ronald Cheng, and actresses Eliza Sam and Asha Cuthbert, delivered over 3.9 million completed video views on YouTube in total, increased awareness of HSBC Premier’s features by more than 72%, and boosted brand preference by 73%^[3] which is much higher than the HSBC average. Its full-funnel strategy with smart use of extended product videos and YouTube’s targeting and data analytics solutions helped drive audiences to the decision-making stage, increasing HSBC’s market penetration. The campaign won the Grand Prix award as well as the Better Together award. On top of that, the campaign made HSBC the first bank in the Hong Kong...

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