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Are ASMR videos marketing’s new “it” thing?

ASMR videos

Did you know... Autonomous sensory meridian response videos, more commonly known as ASMR videos, have been around for a while, but lately the technique has been popping up in marketing campaigns. But what exactly is ASMR, and is it worth the hype? Creative Culture takes a closer look.

In simple terms, ASMR a referred to as ‘brain tingles’. In more specific terms, it’s the relaxed feeling that people get in response to a certain stimulus, especially certain sounds. This state of calm is accompanied by a tingling sensation that can run from your scalp down the back of your neck. YouTube is full of videos that use different types of stimuli, from whispering to chewing, and more. With roughly 51 million to choose from, you’re sure to find a video that suits you. This rise in popularity has lead several brands to jump on the bandwagon in the hopes of benefiting from the trend.

Zipping their way into your minds

To celebrate the decision to trademark their signature ‘click’, lighter brand Zippo went all out. First, they teamed up with BuzzFeed to create a video campaign in which BuzzFeed employees make their own ASMR videos for the first time using Zippo lighters. In addition to this collaboration, Zippo also released its own video, in which listeners ears are titillated by the sounds of a Zippo – scratching, clicking, igniting, oh my!

And for those who just can’t get enough, the brand released a special range of ASMR lighters. According to their website, “these designs are perfect for tapping, brushing, reflecting and (of course) each and every one can induce auditory euphoria with the famous Zippo ‘click’.”

Zoë Kravitz goes for Pure Gold

For their Super Bowl campaign, beer brand Michelob – part of the Anheuser-Busch family – joined forces with actress Zoë Kravitz to create an ASMR dream. In the video campaign, Kravitz sits at a table in the middle of a valley, surrounded only by the lush green of nature. Beside her at the table are two microphones and a bottle of Michelob ULTRA Pure Gold. Switching back and forth between the microphones like a true pro, she slowly taps and rolls the bottle before treating listeners to the crisp sound of the bottle opening, and the sizzling of the beer hitting the glass. The advert was a stark contrast to the noise and excitement of the American football game.

While these brands aren’t the first, and they certainly won’t be the last, it’s interesting to see what trends are hitting the market this season. Is your brand thinking about getting into ASMR? Check out our services section to see how we can help!

Gillette tackles “toxic masculinity”

toxic masculinity

Talking about localisation... Gillette recently made viral waves on social media thanks to its #MeToo themed campaign, which questions whether the men of today are living up to the brand’s slogan, “The best a man can get”. The advert tackles the issue of ‘toxic masculinity’, showing clips of men and boys getting away with sexism, violence and bullying – just because ‘boys will be boys’.

The advert asserts that we can no longer hide behind ignorance and laughter. Instead, it urges men to be the best version of themselves, by holding each other accountable and setting a good example for the next generation.

Along with this campaign, Gillette pledged to donate a total of $3m – $1m per year – to non-profit organisations with programs focused on helping men to become the best versions of themselves.

While the campaign received praise from many, it also had its fair share of negative backlash. Those against the brand’s stance claimed the brand didn’t need to get involved in politics and political correctness. Many also pledged to boycott the products.

In launching this campaign, Gillette was prepared for the good, the bad and the ugly. In their minds, starting the conversation was worth the so-called risk. Because without talking about it as a society, we cannot affect change.

For more campaigns where brands get political, click here, here and here.

The Right to Repair

Right to Repair

Did you know... that recent European proposals around the 'Right to Repair' could affect lighting, television and large home appliance manufacturers? The proposals aim to force the manufacturers’ hand, ensuring that their products are of a higher, more durable quality – and that the parts are easier to repair. At present, some manufacturers insist that repairs by done by their own repair teams, driving up prices. Often, consumers chose to buy a brand-new product rather than dealing with the hassle. Giving the power back to the consumers means that manufacturers lose money, whether it be from repairs or new sales.

On the upside, these changes will help to slow the amount of waste and carbon emissions that are created through the disposal of these cumbersome products. These proposals will come into effect from April 2021, and will apply to manufactured products in the EU, as well as 18 US states.

Emotional Support Chickens?

Emotional Support Chickens

Talking about localisation... Over the holiday period, fast-food chain Popeyes launched an "Emotional Support Chickens" campaign in Philadelphia International Airport.

Travelling during the holidays can be stressful, and Popeyes wanted to be on hand to put a smile back on peoples’ faces. The campaign played on the fact that airlines have been making headlines because of their refusal to let the more unique emotional support animals onto the aircraft – like a peacock and a hamster.

Luckily, travellers passing through Terminal C were able to purchase an “Emotional Support Chicken” – Popeyes’ three-piece chicken tenders combo, served in a chicken-shaped box – as a stand-in to the real deal. And though many airlines were busy updating their support animal policies, Popeyes assured passengers that their chicken would be welcomed on board without any issues.