2. IKEA – “Oddly IKEA”
In 2017, IKEA launched a 25-minute ASMR video in the U.S. market, showing someone making a dorm room cozy with IKEA furniture. The video includes slow unboxing, fabric crinkles, drawer sounds, and whispering product descriptions.
Targeted at Gen Z and millennials heading off to college, the ad was a social media hit. It didn’t feel like a traditional commercial—instead, it felt like a satisfying YouTube ASMR experience with subtle branding. This helped it build credibility in digital-native communities.
Pro tip: Want to try this in your brand strategy? Pair soothing soundscapes with visually relaxing, minimalistic design. IKEA nailed this balance.
3. McDonald’s – “The Sizzle”
McDonald’s brought ASMR into the fast food world with a short but powerful campaign featuring the sounds of burgers sizzling, fries frying, and soda fizzing—all without any voiceover or traditional messaging.
The sensory-rich approach focused purely on triggering hunger through sound. Released mainly on social platforms, it was a clever way to stand out in feeds often flooded with noisy, high-speed content. This ad leaned heavily on the ASMR advertising appeal by letting sound be the hero.
This strategy shows that even brands known for bold, upbeat advertising can benefit from switching gears and experimenting with sensory content.
Continue reading…
Next: Find out how beauty brands and snack giants are tapping into the ASMR trend to fuel product desire and boost engagement.
