ASMR for insurance, a calming sensory campaign

Softening a heavy category

Plum is a wellness-focused, tech-driven company offering employee health benefits and group insurance. To challenge the perception of insurance as complex and stressful, we introduced an ASMR experience that made employee benefits feel calming, immersive, and approachable, reinforcing Plum's human-first brand identity.

The campaign brief, combine ASMR with insurance, felt like a vague starting point. But once I began moodboarding, the idea took shape.

A sub-brand of its own

I focused on logo, typography, and color palette for the sub-brand, keeping it aligned with the calming, sensory nature of the ASMR experience. It was also a limiting one: interactions had to be achievable within Webflow's constraints, which pushed me to balance creative intent with technical feasibility.

How it landed

The ASMR experience transformed a traditionally dry topic into something engaging, memorable, and distinctive.

• Increased engagement, users spent more time with the content.
• Positive emotional response, ASMR made insurance feel welcoming.
• Brand differentiation, Plum became the playful-yet-serious innovator.