ASMR and sound identity: when acoustic design creates intense, intimate experiences

‍Understanding ASMR: a sensory and emotional journey

ASMR(Autonomous Sensory Meridian Response ) is a multisensory phenomenon which, in response to specific auditory and visual stimuli, provokes pleasant tingling sensations (or not) at the base of the skull, on the scalp, along the spine - and sometimes even to the extremities of the body. These generally soothing sensations, often associated with deep relaxation, open up a fascinating field of exploration for brands wishing to create a differentiating, impactful and engaging sound identity.

ASMR often manifests itself through a combination of sounds such as whispering, tapping or rubbing, sometimes accompanied by subtle visuals and slow movements. These stimuli, preferably binaural (recorded to give the impression of 3D sound), create a sensation of intimacy and personalized attention.

From a scientific perspective, studies (Barratt & Davis, 2015; Poerio et al., 2018) have shown that these experiences can reduce heart rate, increase skin conductance and stimulate the parasympathetic nervous system, often referred to as the "rest and digest" mode. These physiological responses explain why ASMR reduces stress and improves sleep.

Neurologically, the most ASMR-sensitive individuals exhibit unique connectivity patterns in their "default mode network ", also known as DMN (Smith et al., 2017). This network, made up of the brain areas that remain active when an individual is not focused on the outside world and their brain is "at rest", is involved in the processing of sensations, emotions and attention.

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ASMR as a sound marketing tool: creating deep connections with the target audience

Major brands such as Burberry, Ferrari, Audi, Zippo, IKEA, KFC and Apple have integrated ASMR elements into some of their communication campaigns. Their aim is clear: to harness the emotional power of sound stimuli to establish an intimate and lasting connection with their audience.

ASMR campaigns enhance the memorability of advertising messages and positive brand perception, as shown by some scientific studies (Sands et al., 2022). They also offer soothing and engaging experiences, ideal for humanizing the relationship with the target, especially when used in calm, intimate contexts.

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The role of sound design and acoustics

For brands, integrating ASMR into their sound identity requires both technical expertise and a strategic approach.

A sound design agency can develop customized binaural sounds and acoustic textures to generate relaxation and positive emotional responses. We can also help you design acoustic environments, whether online, in-store or at an event, to optimize the effects of ASMR on your audience.

By analyzing your brand's specific characteristics, we can create immersive experiences and unique sound signatures, in line with your values and your target audience's expectations. What's more, working with experts in neuroscience and psychoacoustics ensures that the stimuli produced will have the desired effect on your listeners.

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Towards sustainable integration of ASMR into sound strategies

ASMR offers immense potential for creating a brand's sound identity. For this creation to be effective, it must be guided by technical expertise and a detailed scientific understanding of marketing issues and acoustic phenomena.

At Ircam amplify, we combine science, technology and creativity to help brands enhance the impact of their communication campaigns, their websites or the immersive sound experiences they offer their customers. Our tailor-made solutions harness the emotional and physiological powers of sound to develop sound identities that make a lasting impression.

And with ASMR, sound design can touch the heart of every individual.

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