Top Industries That Can Benefit from ASMR Marketing
I was recently served an ad from Porter Airlines, and shortly after, I came across a Facebook post from Staples, both brands were using ASMR to promote their product/service. Porter’s ad really stood out. It very well done from an execution standpoint. Genuinely impressive.
Try imagining this: the subtle clicks as every cabinet and shelf latches shut on an airplane, the soft clunk of a seatbelt snapping into place, the distinct tone of those familiar in-flight beeps. Porter tapped into those familiar yet oddly satisfying sounds, turning them into a sensory treat. I usually never watch ASMR videos, but I watched this one through the end. The latching noise of the doors and compartments was unexpectedly captivating.
Staples, too, delivered a surprisingly satisfying ASMR experience. Their ad focused on the sounds of paper printing, gentle mechanical whirs, and the crisp snip of a paper cutter, each moment captured with precision. It was oddly relaxing, but more importantly, it felt genuine. The sounds were not manufactured for effect; they were part of the actual service experience. That’s the key with ASMR in advertising, it only works when it is from the product or process.
It got me wondering, here is one more avenue for brands to begin exploring.
ASMR (Autonomous Sensory Meridian Response) refers to the tingling, calming sensation people feel in response to certain gentle auditory or visual triggers, like whispering, tapping, or soft rustling. It has exploded in popularity on platforms like YouTube and TikTok, turning into a genre of its own.
ASMR in Advertising: Who Else Could Use It?
Beyond airlines and office supply retailers, ASMR has a lot of potential for industries where sound plays a subtle but central role:
- Automotive: The satisfying click of doors closing, engine hums, indicator ticks, even the sweep of windshield wipers, specially for luxury brands.
- Food & Beverage: Think crunches, fizzing, pouring, and unwrapping. Brands like KFC, Coca-Cola, and even Doritos have experimented with this.
- Beauty & Skincare: Application sounds, cream textures, hair brushing perfect for evoking self-care and calm.
- Home & Furniture: IKEA’s famous “Oddly IKEA” campaign nailed it, zippers, fabric fluffs, and drawer slides can all be ASMR gold.
That said, I hope not every brand jumps onto this bandwagon. It works beautifully when it's authentic to the product experience. But ASMR isn’t a plug-and-play gimmick it needs to make sense.
Still, I’ll be on the lookout for more such creative experiments.
This Porter Ad Might Be the Most Relaxing Takeoff Ever
Staples Facebook Post
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