Google is revolutionizing its approach to advertising in Southeast Asia by launching an innovative YouTube creator series. This initiative features Singaporean YouTube personality Annette Lee, who takes on the persona of Aunty M, a character known for her quick wit and straightforward style. The series aims to highlight the effectiveness of Google and YouTube Ads Solutions, marking a significant shift in how digital ad solutions are presented to marketers and entrepreneurs in the region.
The series, developed in collaboration with The Carrot Collective and VIRTUE Asia, is part of Google’s strategy to enhance perceptions of its advertising products. The first episode introduces Aunty M as she embarks on a journey to market her fiery sambal belacan business, offering viewers a blend of humor and practical marketing insights. This fresh approach is designed to demystify Google’s advertising platforms through engaging and relatable content.
Reimagining B2B Content with Creativity
Traditionally, content about advertising products has been perceived as technical and dry. Google’s new series seeks to change this by adopting a format similar to popular US talk shows. The series includes full episodes to drive engagement, mid-form segments to build audience relevance, and short-form highlights to increase frequency.
Samit Malkani, Group Marketing Creative Manager at Google Southeast Asia and South Asia frontier, emphasized the need for this transformation. “The world doesn’t need more boring B2B content about how to launch a new ad campaign. Our products are constantly evolving, so it was time our storytelling did too,” Malkani stated.
“This series lets us speak to marketers and entrepreneurs on their terms, in ways that feel accessible, local, and culturally relevant.”
A Collaborative Effort with Cultural Insight
The development of the ‘Marketing Unfiltered’ series is a collaborative effort that brings together expertise from various fields. David Webster, CEO and co-founder of The Carrot Collective, highlighted the narrative-driven approach of the series. “Our aim with Aunty M was to reframe how B2B marketing shows up – less as a product explainer, and more as a narrative universe designed to resonate with the real frustrations and ambitions of entrepreneurs across the region,” Webster explained.
“By anchoring the series in character, humour and cultural insight, we’ve created a platform that doesn’t just inform, it builds affinity, earns attention, and drives deeper engagement at scale.”
Zoe Chen, Strategy Director at VIRTUE Asia, added that the collaboration with YouTube creators was a strategic move to claim the narrative around Google Ads Solutions. “Many YouTube creators are already creating content about Google Ads Solutions so this was an opportunity to produce engaging content,” Chen noted. “Our strategy was rooted in authenticity, humour and regional relevance.”
Impact and Future Prospects
The series is set to roll out across Google’s regional YouTube channels in Singapore, Indonesia, Thailand, Vietnam, and the Philippines, supported by a paid media campaign on social platforms. With episode one already live, the series promises to offer more episodes throughout the year, potentially reshaping how digital advertising is perceived and utilized in Southeast Asia.
This initiative reflects a broader trend of companies leveraging creative content to engage with audiences more effectively. By blending entertainment with educational content, Google aims to not only inform but also inspire marketers and entrepreneurs to explore new possibilities with its ad solutions.
The move represents a significant shift in digital marketing strategies, emphasizing the importance of cultural relevance and engagement in today’s fast-paced digital landscape. As the series unfolds, it will be interesting to see how this approach influences the adoption of Google and YouTube Ads Solutions across the region.
