YouTube proves its dominance in Southeast Asia as the #1 video platform with the highest marketing ROI. Here’s what went down at the 2025 YouTube Works Awards, plus my thoughts on the event and the standout GCash campaign.
Attending the 2025 YouTube Works Awards SEA felt like stepping into a celebration of creativity, strategy, and data-driven storytelling. The event was well-organized, highlighting how YouTube continues to play a major role in shaping how brands connect with audiences in the region. What stood out most was how the discussions and winning campaigns emphasized that creativity backed by insight and authenticity truly drives results.
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This year, YouTube shared results from new Kantar and Nielsen studies showing its unmatched reach and return on investment (ROI). According to Kantar’s findings, YouTube remains the number one video platform across Southeast Asia, outperforming competitors like TikTok and Meta in daily reach. In the Philippines, YouTube also stands out as one of the most effective channels for advertising, 3.86 times more effective than linear TV and 2.71 times more effective than other digital platforms.
What I found interesting during the presentation was how they connected these numbers to real consumer behavior. According to research, YouTube creators are trusted by 90% of Filipinos. higher than any other platform. That level of trust is hard to build but incredibly valuable for brands. As a lifestyle blogger and content creator myself, it’s clear how much influence authenticity holds when audiences can genuinely relate to the person behind the content.
The YouTube Works Awards itself celebrated campaigns that didn’t just look good on screen; they delivered real impact. Dutchie Yogurt from Thailand won the Grand Prix with its Fight For Thais’ Gut campaign, a clever mix of martial arts action and humor that connected with local audiences and boosted sales by more than 11%. Other winners like Netflix Thailand and Lifebuoy Indonesia showed how humor and cultural insight can help brands communicate meaningfully while still entertaining viewers.
But the biggest highlight for me as a Filipino attendee was seeing GCash make history as the first-ever brand from the Philippines to win at the regional YouTube Works Awards. Their GSafeTayo: Entertainingly Serious campaign took on the serious issue of cybersecurity with a lighthearted and relatable approach. Using humor through the character “Tita Marnie,” the campaign reminded users about the dangers of SMS scams in a way that felt familiar and genuine.
GCash’s effort made a measurable difference. The campaign garnered over 70 million views, led to a 14% increase in brand trust, and even helped reduce phishing reports by 80% within a month. Listening to Neil Trinidad, GCash’s Chief Marketing Officer, talk about how they approached the campaign was inspiring. He shared that the goal wasn’t just to market but to educate and protect users, proving that marketing can create real impact beyond brand awareness.
What also caught my attention was how YouTube is continuing to support both brands and creators with tools that make content more effective. The platform’s combination of scale, trust, and storytelling potential gives marketers an edge in reaching audiences that are becoming harder to engage elsewhere.
The most powerful takeaway wasn’t just about numbers or awards; it was about how YouTube continues to evolve as a space where creativity meets credibility. For creators like me, it’s a reminder that the best stories don’t just entertain, they connect, inform, and inspire trust.
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