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Shopee For Youth × ZUS Coffee

Shopee For Youth × ZUS Coffee: a Student KOL Campaign with 16.7× Organic Views

A student creator programme for Shopee For Youth, co-branded with ZUS Coffee, took organic TikTok and Xiaohongshu (XHS) video views from 850,000 to 14.2 million and active student affiliates from 35 to 1,420, with no paid media behind the content.

Last updated October 2026
Quick answer

shakalakaa ran a Shopee KOL campaign for Shopee For Youth, co-branded with ZUS Coffee, recruiting Malaysian student creators into Shopee Affiliate with tracked links.

Organic TikTok and Xiaohongshu video views rose from 850,000 to 14.2 million (16.7×) and active student affiliates from 35 to 1,420, with no paid media behind the content.

The client

Shopee For Youth is Shopee's membership for students and young adults in Malaysia.

The problem

Before the campaign, the programme's content was reaching about 850,000 video views, from around 120 creator posts by 35 active affiliates, and sending about 14,000 click-outs to Shopee.

What we did

  1. Affiliate onboarding.

    Recruited campus ambassadors, aiming for 1,000+, into Shopee Affiliate, so every creator had a tracked link and a reason to post.

  2. Dual-platform seeding.

    On TikTok: campus coffee-run trends, challenges and duets. On XHS: aesthetic study-vlog notes and step-by-step voucher-collection guides.

  3. Commission incentive.

    Commission boosts for youth KOLs raised posting frequency, so volume came from creators choosing to post again.

  4. Voucher conversion.

    TikTok bio-links and XHS seed notes sent viewers straight to Shopee app sign-up and voucher redemption, tracked by affiliate sub-ID.

What we delivered

1,420

active student affiliates

Campus creators recruited, briefed and paid on commission through Shopee Affiliate links.

5,200+

UGC and XHS posts

TikTok videos and duets plus XHS notes, up from 120 at baseline.

2

platforms

TikTok for fast campus video, XHS for study-vlog guides and reviews.

0

paid media

Every view in the results table is organic.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (Pre-campaign baseline to the campaign peak)

Skip the results

Metric · Before · After

  1. TikTok and XHS video views (organic)

    Before: 850K 14.2M (16.7×)

  2. UGC and XHS posts

    Before: 120 5,200+ (43×)

  3. Shopee Affiliate click-outs

    Before: 14K 186K (13.3×)

  4. Active student affiliates

    Before: 35 1,420 (40×)

Sources: TikTok Creator Analytics (organic video views, stitch rate, saves), Xiaohongshu (XHS) Pro (note impressions, bookmarks), Shopee Affiliate Platform (sub-ID attribution, click-outs, voucher orders) and the campaign hashtag tracker. No paid media ran behind the content counted here.

From the feed

Short videos from the campaign, made by student creators in the programme. Tap one to play it with sound.

Student creator claims the RM1 ZUS Coffee deal through Shopee For Youth (in Mandarin)
Fresh-graduate angle: verifying Shopee For Youth for the ZUS Coffee code and VIP perks (in Mandarin)
Part-time student savings diary: Shopee For Youth sign-up and ShopeeFood youth deals (in Mandarin)
Monthly food-budget angle: ZUS Coffee, ShopeeVIP and ShopeeFood vouchers (in Mandarin)
Travel-savings angle: ShopeeVIP flight and hotel discounts for verified students (in Mandarin)

What this means for your e-commerce marketplace app

The plain-language version. With no ad spend behind the content, the programme went from under a million views to 14.2 million, and from 35 student creators posting to 1,420.

Client results

Work we can show

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In depth

Shopee KOL campaign case study, in depth

The supporting detail behind each section of this page, by topic. 3 topics

The client

For this flight it was co-branded with ZUS Coffee: verified members unlocked a ZUS Coffee voucher alongside Shopee's youth deals.

The audience was students and Gen Z, who decide what to try from peers on TikTok and Xiaohongshu rather than from ads.

The problem

Reaching Malaysian students at scale meant being present on two platforms that work differently, TikTok for fast video and XHS for saved, searchable guides, with content that reads as peer advice, not advertising.

What this means for your e-commerce marketplace app

The growth came from the affiliate loop: creators earned commission on every voucher they drove, so they kept posting, and each post brought in the next creator.

What this says about shakalakaa: for a large consumer app, creator work scales when it is built as a system of recruitment, two-platform content and tracked commission, not as a list of one-off KOL posts.

FAQ

Frequently asked questions

What did shakalakaa do for Shopee For Youth?

Ran a student creator programme co-branded with ZUS Coffee. It covered campus affiliate recruitment, TikTok and XHS content seeding, commission incentives and Shopee Affiliate voucher links tracked by sub-ID.

What were the results?

From baseline to campaign peak: TikTok and XHS views from 850,000 to 14.2 million, creator posts from 120 to 5,200+, affiliate click-outs from 14,000 to 186,000 and active affiliates from 35 to 1,420.

Was any of this paid media?

No. Every view in the results is organic. Creators were paid through Shopee Affiliate commission, not through ad spend.

Why use both TikTok and Xiaohongshu?

Students use them differently. TikTok spreads short campus videos fast, and XHS holds saved, searchable guides, such as how to claim the voucher, that people return to before they act.

Let's talk

Let's start the convo.

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