Dive Brief:

• Behr paint brand released a nearly five-minute autonomous sensory meridian response (ASMR) video of the painting process, featuring soothing sounds and motions.
• The video shows someone flipping through paper paint swatches, popping open a paint can, swirling paint in the can, pouring it into a tray, applying paint with a brush and roller, and peeling off taped edges at the end.
• The full video was shared on YouTube, and a shorter, 15-second clip on Behr's Facebook and Twitter pages has racked up a collective 4,500 views. Colors featured in the video were selected by Behr experts to evoke a sense of peace and tranquility and were promoted in the video's details section on YouTube.

Dive Insight:

Behr is embracing the growing ASMR trend to showcase its paint color selection and appeal to DIY-ers. The campaign will likely attract attention and views from Behr's social media followers of homebuyers, along with fans of ASMR videos on YouTube. The soothing style of video are especially popular with younger audiences, who are usually more receptive to wellness and self-care trends and who may discover Behr's calming clip when searching for either home renovation projects or ASMR videos.

The paint brand isn't the only one incorporating ASMR into its marketing to instill emotional connections with consumers and offer them sensory experiences that link to products. Zippo this month partnered with Buzzfeed on a video documenting people creating their own ASMR content, including flicking the lighter to ignite its iconic clicking sound. The brand also released a curated ASMR lighter collection to celebrate the brand's signature sound. Similarly, restaurant chain Applebee's released an hour-long ASMR video in May that features the sounds of a variety of meats sizzling on a grill to lift brand awareness among viewers.

Over the past few years, Behr has continued to embrace fresh marketing tactics to grow its loyal fan base and directly connect with potential customers on a deeper level. To celebrate its first color of the year last year, the brand unveiled an experiential pop-up house for commuters to explore at New York City's Grand Central Terminal. The installation aimed to help provide a better sense of what the paint might look like in a real home and let consumers directly interact with company representatives to ask questions and learn more about Behr, which aimed to instill positive associations around the brand. The event featured virtual reality technology via a 360-degree video in order to extend the reach of the campaign beyond those passing through the commuter station.