Methods, systems and apparatus include computer programs encoded on a computer-readable storage medium for generating a creative. A method includes receiving input from a content sponsor including one, or more of a keyword, a topic, a vertical, or a subject identifying one or more hashtags associated with the input; generating a creative for an advertising campaign based at least in part, on the identified one or more hashtags, wherein generating includes using at least one hashtag as content in the creative; providing the creative to the content sponsor for approval; and receiving an indication of approval and using the creative in a campaign associated with the content sponsor.