Promotional feature

YouTube the "perfect environment" for charity partnership: Huawei's Andrew Garrihy

Andrew Garrihy, Huawei chief marketing officer, Western Europe
Andrew Garrihy, Huawei chief marketing officer, Western Europe

Huawei Mobile's "Santa rebooted" has come out top of YouTube's Ad Leaderboard below, making it the UK's most popular video ad for the month to January 1. Andrew Garrihy, chief marketing officer for Western Europe, explains the appeal of YouTube in its campaign to do good as well as shift product.

"As a challenger brand in the smartphone space, we always strive to do things differently. For Christmas 2017, in a seasonal articulation of our core brand proposition, ‘make it possible’ we created a film that features a modern, streamlined Santa discovering how he could reach his full potential with the help of smart technology.
"We partnered with leading children’s charity Save the Children, to help raise awareness of those less fortunate and donated $500,000 to help make a lasting difference to children’s lives this Christmas.
"In YouTube we found the perfect environment to bring this Christmas story to life and really immerse our audience in the narrative. The platform allowed us to get people engaged with our cause, ensuring the message of the campaign was clearly heard and that we achieved cut-through in what is one of the busiest seasons of the year. While YouTube was only one part of the media mix we used, it played a central role bringing in many ways the whole thing together. We’ll definitely look to explore even further with it in the future."

The YouTube Ads Leaderboard is a list of the top 10 most popular video ads in the UK each month. The ranking is determined using some of YouTube’s strongest signals of viewer choice – number of views within the country, view rate (how much of an ad people choose to watch), and percentage of organic views versus paid views.

1. Huawei and Save the Children - "Santa rebooted"

Creative agency: Doner London
Media agency: Wavemaker

2. Shell - "On top of the world" #makethefuture

Creative agency: Iris
Media agency: MediaCom

3. Visit Dubai -  Anthony Joshua's fight in the sky

Creative agency: in-house
Media agency: in-house

4. Amazon Echo - "Locked Out"

Creative agency: Wongdoody
Media agency: IPG

5. Uber - "The night before Christmas"

Creative agency: Bartle Bogle Hegarty

6. Adidas Football - "Predator is back"

Creative agency: Iris

7. Michael Kors Access - "The next generation of smartwatches"

Creative agency: in-house
Media agency: in-house

8. Google Pixel 2 - "The Last Jedi AR stickers"

Creative agency: Droga5 and Bartle Bogle Hegarty London
Media agency: Essence

9. Beats by Dre - "#Abovethenoise"

Creative agency: AKQA
Media agency: PMG

10. Viktor&Rolf - "Happy Holidays 2017 UK"

Creative agency: Mazarine Paris

For previous months' YouTube Ad Leaderboards, see here


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