This post was done in partnership with Google Malaysia. 2020 was an unexpected year that forced everyone – from consumers to brands alike – to deal with a myriad of new circumstances. Brands found themselves faced with the challenge of reaching consumers in spite of the rippling effects of the pandemic in Malaysia, a broad Southeast Asian market with a population of more than 33 million and an internet penetration of 83%. With the demand for entertainment as the world stayed home, YouTube saw a 35% increase in watch time, and proved to be a highly effective platform for brands in driving business goals. The most adaptable brands persevered and reached new heights in terms of creativity and results, winning the hearts and trust of consumers and ultimately 2020’s YouTube Works Awards.