Google Australia and Australian musician Peach PRC, have worked with the tech giant's agency partner 72andSunny on a new TikTok content series aimed at introducing and demonstrating new features of the Google app for iOS.

The campaign involves Peach PRC, who was the #1 Australian TikTok Music Act of the Year in 2023, attending her first 'bush doof' with the assistance of the Google app. The campaign promotes new Google features such as Google Gemini AI, Google Lens, and Google Hum to Search.

The 6-part social video series taps into 'doofing' culture, popular with Australian Gen Z audiences. The campaign has reportedly been well-received, with fans engaging with the series and generating their own social content in response. This follows 72andSunny’s recent campaign for Google Pixel featuring former AFL star, Nic Naitanui.

Leah Ferris, Head of Consumer Marketing - YouTube, Apps and Platforms at Google Australia, emphasised the importance of meeting young Australians on their own terms.

"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."

Strategy Lead at 72andSunny, Shadi Sarreshtehdarzadeh, commented on the strategy behind the campaign: "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."

The campaign's focus on 'doofing' culture and its use of a popular TikTok personality underscores the importance of understanding and engaging with the cultural touchstones of the target audience, and aim to make the Google app's new features more relatable and appealing to Gen Z users.