MANILA, PHILIPPINES — The first thing that greeted guests to this year’s YouTube Works Awards ceremony in the Philippines was a stirring video on the platform’s unique ability to build, engage, and create impact, ending with a powerful message that states: “There’s only one YouTube.”
This rallying cry was echoed throughout the evening’s festivities — from breakout artist Maki’s performances of “Dilaw” and “Saan?” cementing the platform as a springboard for artists and creators, to speakers taking the stage and the much-awaited winner announcements showcasing YouTube as an effective tool for brands. True for both creators and advertisers, the YouTube platform continues to be an incredibly powerful engine designed to amplify messages and cultivate communities, and at this year’s show on September 17, this was further emphasized with everything the platform has to offer.
The YouTube Works Awards in the Philippines was held at Shangri-La The Fort, just a few steps away from the headquarters of some of the biggest brands in the country — many of which were in attendance at the event as finalists, and hoping to clinch the coveted Best of Country title. The winner competed alongside other regional winners at YouTube Works Awards Southeast Asia Finale in Bangkok, Thailand on October 03, 2024.
The evening’s festivities were led by award-winning TV host Robi Domingo, who, on top of making a name for himself in television, has also ventured into the digital space with a YouTube channel of his own, and a growing community of close to a million subscribers. Moreover, Robi’s programs – traditionally consumed in very specific schedules on TV – are now available to watch on demand on the platform, further highlighting the media landscape’s shift to digital.
Robi commented on this in his opening spiel: “You know, they say you should never forget your roots. And while I’m incredibly grateful for the opportunities I’ve had in the world of traditional media… Let’s just say, tonight has shown me the future is looking awfully… digital.”
With him leading the energy throughout the night, the ceremony was an insightful event all in all that balanced celebration and insight-sharing, with panel discussions and keynote presentations alongside the winner announcements.
Formally opening the show, Jackie Wang, Country Director for the Philippines and Thailand at Google shared, “This year, YouTube celebrates 13 incredible years in the Philippines.” She went on to state how millions of Filipino viewers now see YouTube as the “new TV,” and how millions of creators are finding their voice and building their communities through the unique offerings of the platform.
“YouTube isn’t just the place for what’s popular, it is also about what’s personal to each user,” she underlined.
Furthermore, the stage also welcomed a panel discussion between media, creator and brand, with insights from Elaine Uy-Casipit, Vice President and Head of Business Development / Head of Digital Services at ABS-CBN Corporation; the “Internet’s Tita” Small Laude; and Margot Torres, Managing Director at McDonald’s Philippines.
Elaine underscored YouTube’s role in championing ABS-CBN’s pivot from traditional to digital media, supporting its ability to reach and engage the whole Filipino audience through targeted and region-specific content. She also shared that ABS-CBN’s audience base has grown even more with its pivot into digital through YouTube, with customized content that’s relevant to audiences in and out of the Metro, especially with regional programs in collaboration with various content creators. During the panel discussion, Small also highlighted authenticity and relatability behind her success, and shared stories on how her YouTube channel (now with 2.2 million subscribers) allowed her to create a community that goes beyond set demographics, psychographics, and socio-economic classes – from everyday Filipinos to high profile, affluent titos and titas – thanks to YouTube’s position as a platform for all.
Margot, on the other hand, as one of the biggest advertisers in the country, zeroed in on Google’s AI-powered Ads solutions that amplify McDonald’s campaigns with improved efficiency and effectiveness. This is illustrated through the brand’s now wider reach and richer content, and better brand visibility through its in-app ads. Through Google Ads solutions, the brand is also able to maintain relevance despite hitting wider audiences through customized campaigns for diverse audiences. She noted, “To the marketers, don’t forget the fundamentals of marketing. Firstly, the target audience, their habits and being where they are. Second is content. If your content is not engaging them there’s no point, you won’t be able to connect with them.”
Finally, YouTube Works Awards Philippines jury member Emmanuel Ordinanza, Vice President and Head of Integrated Media at Nestlé Philippines, shared a keynote presentation on how YouTube amplified Bear Brand’s “Tibay Mangarap” campaign in 2024, which effectively boosted the brand’s business performance in a time where it was losing connection with its core audience: the mothers of today’s generation.
The YouTube Works Awards’ Philippine winners were revealed as well, with “Cool” by GIGIL Manila for Coco Tea finally bagging the Best of Philippines win, and ultimately leading the charge in Philippine storytelling and creativity at the YouTube Works Awards Southeast Asia 2024.
All in all, the evening was a resounding success with nine trophies handed out — recognizing the most effective advertising campaigns on YouTube for the year — and tons of insights shared for the marketers and advertisers in the room to carry on as learnings for next year’s competition.
Truly, there is only one YouTube, and it is a packed home full of diverse interests, messages, and people. And it is a powerful platform to reach and engage the most effective audiences for both creators and brands.
adobo Magazine is an official media partner of YouTube Works 2024.
