Category
Tech
Delegated Interfaces
Trend cluster
Category
ASMR
Campaigning
The popularity of ASMR has resulted in its adoption into brands' campaigns.
3.1
Trend score
Trend
What is the ASMR Campaigning trend?
ASMR Campaigning: The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."
Insight
The consumer insight behind the ASMR Campaigning trend
Gen Z's online habits have carved their own space both on social media, and in how they actually connect to companies trying to reach them. The virtual social habits of this generation often revolve around viral content, and having brands tap into that authentically creates automatic connections with those who partake.
Trend themes
Themes within the ASMR Campaigning trend
Three behaviours holding the trend together01
ASMR Advertising
Incorporating ASMR into commercials is a growing trend, allowing for brands to connect with consumers in a unique way that resonates with Gen Z's social media habits.
02
Meditative Marketing
More brands are incorporating meditative and relaxing techniques into their marketing, redefining what we perceive as comfort food or drinks.
03
Hyper-Focused Imagery
Visual ads that hyper-focus on specific auditory sensations, such as fizziness, are becoming a more popular technique for brands, who can leverage customers' familiarity with their product experience.
Industry implications
What the ASMR Campaigning trend means for industry
Where the trend changes the playbookFor
Food and Beverage
ASMR and meditative marketing techniques are offering unique branding opportunities for food and beverage businesses to create emotional connections with customers.
For
Marketing and Advertising
Brands are incorporating new techniques into their advertising strategies to stand out in a crowded marketplace, in order to offer customers more memorable experiences with their products.
For
Consumer Goods
Hyper-focused imagery and auditory sensations are becoming more prevalent in advertising for consumer goods as companies look for new ways to emphasize the unique features that make their products stand out.
Workshop question
Conceptualize an ASMR-based commercial for one of your products/services.
Trend signals
Trend signals for ASMR Campaigning
Trend score 3.1 out of 10, from popularity 55%, activity 30%, freshness 8%.
Popularity55%
Activity30%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the ASMR Campaigning trend
5 featured examples from Aug 11, 2017 to May 9, 2019CategoryMarketing
Hyper-Focused Soda Ads
The New Coca-Cola Print Ads are Quite Impactful in a Subtle Manner
Opportunities to create visually striking and immersive advertising campaigns for beverage brands.
CategoryMarketing
ASMR Cider Campaigns
Strongbow's Chinese New Year Campaign Shares Pleasant Sounds
Disruptive innovation opportunity for cider and other beverage brands to create unique and immersive marketing campaigns using ASMR.
CategoryMarketing
Meditative Fast Food Ads
KFC Partners with Mother London for Soothing and Tasty Imagery
Fast food chains can explore meditative advertising approaches to promote their products and create a unique brand image.
CategoryPop Culture
Relaxing Back-to-School Commercials
This 25-Minute 'Oddly IKEA' Ad is a Sponsored ASMR Video
Providing a unique and personalized sensory experience to customers through ASMR and relaxation marketing techniques, enhancing the shopping experience and brand loyalty.
CategoryPop Culture
ASMR Lighter Campaigns
Zippo's ASMR Video is Released as the Brand Trademarks Its Clicking Sound
Lighter manufacturers could explore trademarking the unique sound of their product to boost brand recognition and differentiate themselves from competitors.
