H&R Block uses ASMR to make millennials more relaxed about tax in social media campaign

PHD Social has created an ASMR-inspired (autonomous sensory meridian response) campaign for H&R Block’s social media channels.

The campaign aims to raise awareness of the H&R Block brand amongst millennials and compete against My Gov’s free tax portal My Tax.

H&R Block Presents ASMR for Tax Time: Office/Admin

? ASMR Tax Tips for the Office ?‍?Who knew tax and ASMR could make a good combo? ? Stick your headphones on and relax with our ASMR guide to maximising your return with our Online Express tool.

Posted by H&R Block Australia on Sunday, 7 July 2019



ASMR, or autonomous sensory meridian response, is the experience of a tingling sensation on the skin often triggered by specific auditory and visual stimuli such as whispering.

The H&R Block campaign utilises this sensation to help millennials feel relaxed about tax time.

Louise Cummins, marketing and digital product director, HR Block: “At H&R Block, we are known for tax, but the world of tax may be foreign to millennial working professionals. We challenged PHD to come up with some break-through content to promote our new Online Express Tool. I had faith in PHD’s understanding of this demographic and their ability to create bespoke content to achieve our business goals for this tax time campaign.”

H&R Blocks TV campaign, ahead of the end of the financial year in June, created the ‘Land of Lost Deductions’ a store room of boxes, objects and cars that people could have claimed on their tax returns, but missed out.


Client: H&R Block Australia
Media: PHD
Creative: PHD Social
Production: Teknique


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