BBDO helps chocolate brand Dove experiment with ASMR videos
Chocolate brand Dove has launched the first ever ASMR (Autonomous Sensory Meridian Response) video to let consumers feel the silkiness within. For many years, Dove has established its core brand around the notion of ‘silky smoothness’, referring to the product experience of Dove chocolate and its fine texture. However, after years of showing pieces of brown silk flying through its commercials, Dove needed to do something to refresh interest and bring attention back to ‘silky smoothness’.
The marketer’s agency partner, BBDO Beijing, took on the task to communicate this silky smooth pleasure experience via an experimental idea – ASMR video, a popular sub-culture of internet videos.
ASMR is a physical sensation characterised by a pleasurable tingling that typically begins in the head and scalp, and often moves down the spine and through the limbs. The sensation could be analogous to the tingling of silky smooth pleasure experienced by consumers whilst eating Dove chocolate.
Inspired by this, BBDO Beijing helped Dove launch two experimental ASMR videos. It is the first time globally any brand has tapped into this growing genre of video content. And also the first time ASMR videos have been made with high production values.
Dove partnered with Guokr, a popular science platform in China. The two films were put to rigorous scientific testing to ascertain whether they really did have physiological effects that simulate pleasure in viewers. The results are currently being studied by neuroscientists and will be made public in the coming months.
The online experiment is also available on Iqiyi, so a user can track your heart beat whilst watching the films on a dedicated campaign page. “This is about harnessing cutting-edge technology to tell a beautiful Dove story of a pleasure seeker,” commented Howard Mok, ECD of BBDO Beijing.
Dove and BBDO Beijing, together with MediaCom and @PR, are experimenting with the format of their content to interest consumers in new and engaging ways, and hope to give ‘silky smoothness’ a whole new level of affinity and understanding in China.
The post BBDO helps chocolate brand Dove experiment with ASMR videos appeared first on Digital Market Asia.
