Posted on: Oct 29, 2020

How ASMR is used by brands

Reading Time: 3 minutes

The concept of ASMR (Autonomous Sensory Meridian Response) is one of the most widely- used tools in the world of neuromarketing, especially at sensory level. It is defined as a biological phenomenon related to the perception of sensations that are associated with well-being. Those who enjoy ASMR explain that it elicits pleasure through external stimuli. In other words, they are sounds that provoke a physical response, like, the sensation of tingling in the neck area, which can go down the spine.

The concept of ASMR is part of the discipline of sensory marketing. This tool helps to reach the consumer’s mental space. As brands increasingly need to reach out to more hyper-saturated consumers, provoking reactions that appeal directly to the senses has proved to have, better results than conventional marketing strategies.

In this case, the role of ASMR has been to break new ground in reaching the consumer through auditory and visual effects.

The main platform on which this trend has developed is Youtube. If we type the acronym ASMR into the search engine, we find millions of publications, from authors of different types of profiles, that accumulate hundreds of thousands of views. The videos range in length from five minutes to two hours or more. These sounds are recorded with special microphones that allow them to be heard by the human ear. Therefore, it is recommended to listen to them with headphones to fully experience them.

In them we can hear the sound of a brush stroking the microphone, or the flicker of a lighter, you may even hear some fingernails tapping on glass to the sound of fried chicken crackling in a pan.

While the sounds may seem sensual, the truth is that ASMR is designed to generate calm or to help listeners to sleep. So much so that not everyone responds in the same way. In the same way as it makes some people uncomfortable, nervous or even annoye, the vast majority of people find it calming, exciting or even sleep-inducing. The truth is that although ASMR has no side effects, it can cause some addiction.

Some of the characteristics which can be attributed to ASMR are as follows: The stimuli that denote sensations are auditory, visual and tactile. Pleasant sensation.

Big brands, such as Ikea, have already started to experiment with ASMR. The Oddly Ikea campaign is an example. This was formulated with the aim of increasing sales among Millennials. The campaign begins with the soft voice of a female narrator, guiding the viewer through a university bedroom furnished with some of the brand’s latest products, as she passes her hand over sheets or squeezes cushions in the foreground.


In this way, the campaign seeks to calm those who experience ASMR by showing that a more organised bedroom is much more enjoyable. The consumer can also appreciate the sensation of the products and feel encouraged to make a purchase.

Ogilvy creative director Della Mathew and Ikea external communications specialist Kerri Homsher told Adweek that the series accurately represents the home décor brand.

In the case of Adidas, it has turned conventional advertising upside down. It has created a 12-hour video on the “ZXience Network” Youtube channel to present its new ZX footwear. The brand immerses itself in the world of the “strangely satisfying”, through a series of visual and creative effects that hypnotise the senses, thus transmitting sensations related to the new creation of the “most satisfactory shoe of the moment, the ZX 2K BOOST”.

Surreal but true, KFC has taken advantage of the ASMR phenomenon so that its fans can also benefit from a moment of relaxation, associated with the brand. The sound they have chosen to transmit the relaxing effect is the crackling sound of their chicken being fried. The funny thing is that if you close your eyes and drift off the sound is very similar to the pattering of raindrops.

Brands are discovering new ways to truly explain and share their product experience through the concept of ASMR. In this way, consumers can appreciate the experience and feel as comfortable and relaxed as possible, and this well-being leads them to purchase the brand’s products, without having to overwhelm them with a thousand dreamlike and ultimately, unrealistic descriptions or images.

Will the subconscious be the new territory to be explored by brands? How could ASMR improve the perception of your product, brand or service to your consumers? If you have any questions, please email us at, where we will be pleased to explore them.

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