We launched YouTube Shopping’s first-ever global, creator-to-creator campaign, across India and Thailand, designed to drive creator adoption by showing how seamlessly product tagging fits into real creator workflows to unlock growth and earnings.
Challenge
YouTube Shopping enables creators to monetise content by tagging products and earning commissions — but adoption depends on creators viewing tagging as intuitive, low-effort, and naturally embedded within how they already create. The challenge was to reframe tagging from an added task into an effortless behaviour that supports creator growth, while scaling the idea across two culturally distinct creator markets.
Approach
We launched YouTube Shopping’s first-ever global creator-to-creator campaign, letting creators speak directly to other creators - in their own voice, on their own terms.
Across India and Thailand, the campaign was built around a clear value proposition: while creators put in significant effort to make content, tagging products on YouTube Shopping is simple - and directly contributes to growth and earnings, under the platform Tag. Earn. Grow. Tag. Earn. Grow.
The creative system across both markets included:
A series of hero and short-format films featuring leading creators - three creators in India and five in Thailand - designed for peer-to-peer communication in a native, credible tone
Self-shot creator assets that reflected real workflows and reinforced authenticity
An educational tagging series focused on clearly demonstrating the ease of tagging and driving usage
Market-specific storytelling approaches:
In India, the films leaned into behind-the-scenes imperfections and real bloopers, acknowledging the effort behind content creation and contrasting it with the simplicity of tagging.
In Thailand, the films used playful, tutorial-style asides, with each film's hero speaking creator-to-creator, showing how effortlessly tagging fits into the creator journey - and how it supports growth and earnings without interrupting creative flow.
Results
Coming soon
