HCM CITY – The world-leading media platform YouTube has announced the winners of this year's YouTube Works Awards Vietnam 2025, honouring the most effective, creative, and innovative advertising campaigns on their platform in Việt Nam.

This year’s YouTube “Best of Vietnam” category went to Grab Vietnam for its campaign “Grab 10 Years | A Decade Of Impact & Appreciation,” celebrating the best overall campaign in the country.

The brand also won a double prize in the new category this year, "Multi-format Storytelling", for its impactful storytelling across various formats, and a "Masters of Media" category as second runner-up for exceptional AI-integrated media strategies.

Among other highlights, MSD Vietnam/Gardasil 9 received the "The Big Bang" award for its "Thank You From Your Future Self" campaign for the most effective launch campaign.

Samsung won two awards in the “Brands & Creators” category, recognised for impactful brand partnerships, including the campaign of Samsung Bespoke AI Combo - “The Power Of Creator Story Telling” and the Samsung Galaxy A35/A55 - “Samsung Galaxy A35/A55 5G "Awesome"”.

Finally, Kinh Đô Mooncake's "Kinh Do Mooncake: One Day Off Togetherness" campaign won in the "Best of Festive" category, celebrating the most effective campaigns for festive moments.

The top winner of the YouTube Works Awards Vietnam 2025 will compete at the Southeast Asia regional ceremony on October 7, showcasing the most innovative YouTube ads that resonate with consumers and drive business success.

Marc Woo, Managing Director, Google Vietnam, said: "The YouTube Works Awards 2025 is more than a celebration of past successes—it's a look into the future of marketing." 

"The winning campaigns set a new standard for how brands and creators can leverage a multi-format approach to drive tangible results, from building deep community connections to fueling significant business growth," he added.

According to a Google Vietnam representative, the platform has reached more than 93 per cent of Internet users in Việt Nam aged 18-29, with Gen Z content watch time increasing by over 125 per cent in the past year. 

As of June 2024, more than 33 million people streamed YouTube on TV in Việt Nam, with logged-in users averaging over four hours of viewing per day.

The platform shows impact on real-world culture with the example of Vietnamese singer Hòa Minze with her music video Bắc Bling on YouTube.

The video has promoted Việt nam's beautiful landscapes and rich heritage, while inspiring creators to explore innovative content and engage meaningfully with their audiences.

Meanwhile, advertising on YouTube delivers a 2.9 times higher return on investment than traditional television in Việt Nam and outperforms other social media platforms by at least 1.2 times.

It also witnessed a 35 per cent increase in YouTube channels in Việt Nam, with figures of VNĐ1 billion or more in revenue in the end of 2024 

Additionally, YouTube Shorts show more effective than any other platform at getting users to recommedence brands recommend brands after watching.

YouTube also introduced its new advertising solutions across the platform for Connected TV (CTV), such as the full-screen Immersive Masthead and Shenable, which allows for direct shopping on TV. – VNS