ASMR (Autonomous Sensory Meridian Response) is a phenomenon that induces pleasant sensations of tingling or light tickling in viewers, typically starting on the scalp and spreading to the back of the neck and spine. This effect is triggered by specific audiovisual stimuli such as whispering, light tapping, rustling, or clicking. Recently, ASMR has gained popularity in the marketing environment, especially in the field of video and audio advertising.
In this advertisement, actress Zoë Kravitz was featured simulating the experience of drinking Michelob beer, with an emphasis on sounds like the clinking of the bottle and the fizzing of the foam.
The Emergence and Development of ASMR
ASMR is a relatively new concept that emerged around 2010. Since then, it has become a phenomenon on platforms like YouTube and Instagram, with millions of followers. Brands have started to notice the unique potential of ASMR to engage a younger, technologically savvy generation, especially millennials.
How ASMR Works in Advertising
ASMR in advertising gives brands the opportunity to focus on the sensory experience of a product, those small things that make it memorable or pleasurable but are often overlooked. Marketing specialists strive to connect how the products or services they promote affect customer feelings. ASMR allows brands to present their products from a new perspective, focused on sensory experiences, rather than just highlighting features.
Lindt Excellence ASMR campaign.
Key Aspects for Creating Effective ASMR Advertising
- Sound Quality: High-quality sound is crucial for achieving the optimal effect.
- Stimulus Selection: The chosen stimuli should be relevant to the product and brand. It’s important to select sounds and visual elements that best represent the product and its use.
- Targeting a Specific Audience: ASMR is particularly popular among young people and millennials. Advertisements should be targeted at this demographic group.
- Creativity and Originality: A creative approach and originality are key to standing out from the competition. Brands should experiment with different types of ASMR stimuli to create a unique experience.
ASMR represents a new approach in the field of sound and visual marketing. It offers brands the opportunity to create a deeper sensory connection with their customers, while also providing a new dimension in product presentation and advertising. This form of marketing brings new possibilities for increasing brand awareness and its products.