IKEA ASMR

ASMR is this YouTube phenomenon in which people tap different items while whispering long, banal monologues about said objects. It’s supposed to make your brain “tingle”, young people love them because they help you relax, and most videos run 60+ minutes long with hundreds of thousands of views.

IKEA makes a lot of items that you can tap, with a lot of product benefits you can whisper about.

So we put the two together and made a 25-minute ASMR video dedicated to the many, many product benefits of IKEA’s Back To College range.

For Instagram, we capitalized on a similar, relaxing trend: “Oddly Satisfying.” Closeups. Repetitive action. Textured sound. And a lot of IKEA products.

The ASMR community seemed to really like it. And people outside the ASMR community (which is just most people) also really liked it.