Yahoo’s AI and UGC campaigns win gold at Spark Awards HK 2025

From turning AI into a creative partner to amplifying real stories from everyday people, Yahoo is proving how technology and community go hand in hand. That approach was recognised at MARKETING-INTERACTIVE's Spark Awards for Media Excellence 2025, where Yahoo earned six accolades - including two golds, a silver, and three bronzes. 

The two gold wins celebrated Yahoo’s standout campaigns: Best Use of AI for the Bao Dim Sin Seng x Yahoo Generative AI Campaign, and Best Use of User Generated Content for Yahoo’s UGC-driven editorial amplification.  

Adding to the tally, Yahoo picked up silver in Best Media Event for the Yahoo Good Stuff Campaign, while Bronze honours went to the AMEX x BetterMe Boundless Explorer campaign (Best Use of Influencer), and to Bayer’s awareness campaign for endometriosis in both Best Media Campaign – Public Awareness and Best Media Campaign – Social. 

Gold – Best Use of AI: Bao Dim Sin Seng x Yahoo generative AI campaign 

In the crowded and fast-moving F&B landscape, standing out is no easy feat. Partnering with Bao Dim Sin Seng and Food Angel, Yahoo introduced the “rice voucher programme” and powered it with generative AI-driven creative assets distributed across Yahoo’s homepage and mobile through high-impact formats such as E2E spotlight and pushdown billboards.  

By continuously refining visuals with AI optimisation and audience insights, the campaign delivered striking creativity and achieved remarkable results, including 44% higher desktop CTR, 26% higher mobile CTR than vertical benchmarks, and a 29% performance uplift through creative testing. The initiative demonstrated how AI can elevate advertising creativity while strengthening community impact. 

Gold – Best Use of User Generated Content: Yahoo’s UGC-driven editorial amplification  

Yahoo redefined content amplification with its UGC-driven editorial amplifier, a process that transforms trending social posts into high-quality editorial stories. By combining real-time social listening, collaborations with creators, and trusted journalism, Yahoo elevated authentic voices and deepened audience connection. 

From highlighting a viral post that influenced MTR to change its AED policy, to amplifying the heartfelt “Self-reliant baby (自強仔)” story that resonated across social media, the initiative achieved standout impact – reaching over 457K users with the AED story and driving 13.8K engagements on the baby’s journey.

Leading the future of media 

Yahoo HK not only ranked #1 in news according to Comscore (1), but also achieved a high trust rating of 68% and lowest “don’t trust” rate of 9% among all hey Hong Kong media outlets in the Reuters Institute Digital News Report 2025. 

This year’s achievements at the Spark Awards highlight Yahoo’s dedication to innovation, impact, and storytelling with purpose. By blending cutting-edge technology, authentic user voices, and meaningful partnerships, Yahoo continues to set new benchmarks in media excellence. 

(1) Source: Comscore Media Metrix Multi-Platform, Total Audience, Desktop 6+ and Total Mobile 15+, Top 100 Properties, Total Unique Visitors and % Reach, Custom 12 Month Average (Jul-2024 to Jun-2025), Hong Kong 

This article is sponsored by Yahoo Hong Kong.