# Shopee For Youth × ZUS Coffee: a Student KOL Campaign with 16.7× Organic Views > Source: https://shakalakaa.my/case-studies/shopee-zus-coffee-kol-ugc-campaign-malaysia · Updated: 2026-11-01 · Market: MY 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. Client Shopee For Youth × ZUS Coffee Industry E-commerce marketplace Market Malaysia Period Pre-campaign baseline to the campaign peak ## 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) 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 [Swiss Thomas Home appliances · TikTok Shop, Live selling6.2× monthly GMV · Jan–Aug 2026 GMV Max and Spark Ads, bundle and listing optimisation, a sample-seeding creator programme and a live demo studio.](https://shakalakaa.my/case-studies/tiktok-shop-home-appliances-malaysia)[RaeLele Consumer electronics · TikTok Shop, Creators5.4× monthly GMV · Apr–Dec 2025 TikTok Shop run end to end: GMV Max and Spark Ads, a creator affiliate programme, daily live selling and mega-sale operations.](https://shakalakaa.my/case-studies/tiktok-shop-consumer-electronics-malaysia)[MANSPOT Men's grooming · TikTok Shop, Live selling4.7× monthly GMV · Jan–Aug 2025 Video and Product Shopping Ads, creator Spark Ads, a creator seeding pipeline and in-house live shopping.](https://shakalakaa.my/case-studies/tiktok-shop-mens-grooming-malaysia) More case studies (2) [CoreBody Asia Fitness studio · KOL marketing, Creator-handle ads4.7× first-time trial bookings · 6 months 28 Klang Valley micro-KOLs, in-studio creator events and creator-handle ads, measured in trial bookings.](https://shakalakaa.my/case-studies/fitness-studio-kol-marketing-malaysia)[TNB Electron EV charging · 3D design, Campaign3.4× weekly charging sessions per station · launch hubs 3D charging-station and bay design and the launch campaign for Tenaga Nasional's EV-charging arm, delivered as a registered vendor.](https://shakalakaa.my/case-studies/ev-charging-launch-campaign) [All case studies](https://shakalakaa.my/case-studies) 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. - It is the approach on our [KOL and creator marketing](https://shakalakaa.my/services/kol-marketing) page, and the XHS side runs through our [XHS marketing](https://shakalakaa.my/services/xhs-marketing) team. 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. ### Want results like this for your own e-commerce marketplace app? [Book a free strategy call](https://shakalakaa.my/contact)[Chat on WhatsApp↗ (opens in a new tab)](https://wa.me/60327700355?text=Hi,+I+visited+your+website+and+would+like+to+learn+more.%20%28ref%3A%20case-studies-shopee-zus-coffee-kol-ugc-campaign-malaysia%29)