Singapore – Google has launched a new YouTube creator series to highlight its Ad Solutions for marketers across Southeast Asia. The ‘Marketing Unfiltered’ series brings in YouTube personality Annette Lee, also known as Aunty M, bringing humour into the content.
Google’s first collaboration with content creators emphasises the effectiveness of its YouTube Ad Solutions, supported by The Carrot Collective and VIRTUE Asia for creator strategy.
‘Marketing Unfiltered’ follows Aunty M as she meets marketing professionals across the region to discuss optimising Google and YouTube Ads Solutions.
The first episode introduces Aunty M as she learns to promote her sambal belacan business. The video aims to simplify advertising products through entertaining and relatable content.
The content and distribution strategy for ‘Marketing Unfiltered’ includes full episodes for engagement, mid-form segments for audience relevance, and short-form highlights for frequency.
Rolling out across SEA, the series will be distributed on Google’s regional YouTube channels in Singapore, Indonesia, Thailand, Vietnam, and the Philippines. It will be supported by a paid media campaign on social platforms.
Samit Malkani, group marketing creative manager at Google Southeast Asia and South Asia said, “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. This series lets us speak to marketers and entrepreneurs on their terms, in ways that feel accessible, local, and culturally relevant.”
“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. 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,” David Webster, CEO and co-founder of The Carrot Collective, commented.
Zoe Chen, strategy director at VIRTUE Asia, said, “Many YouTube creators are already creating content about Google Ads Solutions so this was an opportunity to claim that narrative by collaborating with them to produce engaging content. Our strategy was rooted in authenticity, humour and regional relevance. The brilliant Annette Lee, who brings Aunty M to life, was a natural choice.”
“She’s already beloved across Southeast Asia for her relatable comedic characters that capture the essence and cultural diversity of Southeast Asia, and an entrepreneur herself, Annette was the perfect bridge between complex ad solutions and entertainment. Creating the character of Aunty M with her meant that this isn’t just creator-led content, it’s creator-shaped strategy,” Chen added.
