'It Burns' in ASMR

BRIEF

To launch ‘It Burns’, the first ever Audible Originals series made in Australia, Audible needed a social idea that connected the podcast with new listeners who weren’t aware that the brand now commissions local stories - or even exists at all.

‘It Burns’, with Marc Fennell, is about the dramatic world of competitive chilli growing and eating.

INSIGHT

To get people talking and more importantly listening on social, we leveraged the massive ASMR content trend. ASMR, or Auto Sensory Meridian Response, began as a niche content genre on social but has grown into a cultural phenomenon. It’s a bodily sensation triggered in some viewers when they’re presented with sounds or visuals that induce feelings of relaxation, primarily experienced as tingles.