Via 72andSunny.
Google Australia and 72andSunny have teamed up to launch and demonstrate the new Google app features for iOS in a TikTok content series.
The series follows Australian musician PeachPRC, who was the #1 Australian TikTok Music Act of the Year in 2023, as she navigates the cultural nuances of her first Bush doof with the help of the Google app.
The campaign aims to promote Google Gemini AI, Google Lens and Google Hum to Search.
The hyper-local six part social video series tapped into doofing culture, popular with Australian 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, thanks to the help of clever new Google Gemini technology.
Dubbed ‘The crossover I couldn’t have imagined in my wildest dreams’ by fans, the work has been a social success story for Google, building momentum with Peach PRC’s audience and beyond.
Fans internationally have been positively engaging with the series and generating their own social content to add to the conversation.
72andSunny strategy lead Shadi Sarreshtehdarzadeh said the agency wanted to really speak to a younger audience.
“To resonate with Gen Z, a typically cynical and anti-ad audience, we had to play into their culture with a surprising IYKYK set up and find a creator that speaks to them, giving them a relatable and authentic reason to use the new Google search features,” Sarreshtehdarzadeh said.
Google's head of consumer marketing - YouTube, apps and platforms Leah Ferris said 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,” Ferris said.
The campaign follows 72andSunny’s recent campaign for Google Pixel featuring former AFL star, Nic Naitanui.
