Google Australia, 72andSunny and Australian musician Peach PRC have teamed up to take on an Aussie bush doof in a TikTok content series, to launch the new Google app features for iOS.
The TikTok campaign promotes Google’s range of new features such as Google Gemini AI, Google Lens and Google Hum to Search. The hyper-local 6-part social video series tapped into doofing culture, popular with Aussie Gen Z audiences. Fans followed Peach on every step of her doof journey, from designing a doof stick to translating doof trolleys, to finding a song with just a hum.
“To resonate with Gen Z, a typically cynical and anti-ad audience, we had to play into their culture with a surprising IYKYK setup and find a creator that speaks to them, giving them a relatable and authentic reason to use the new Google search features,” said Shadi Sarreshtehdarzadeh, strategy lead 72andSunny.
“Right from the start, it was important that the content produced met young Australians in conversations they were already having, on platforms they were already on. With this content series, we’re proud to continue partnering with local artists, like Peach PRC, to demonstrate the everyday helpfulness of the Google App on iPhone amongst the backdrop of a hyper local rite of passage,” said Leah Ferris, head of consumer marketing – YouTube, Apps and Platforms Google Australia.
The campaign follows 72andSunny’s recent campaign for Google Pixel featuring former AFL star, Nic Naitanui.
