However, there are certain misunderstandings when it comes to what guerrilla marketing actually is.
In this blog, we will walk you through all you need to know about guerilla marketing – what it really is, why you should consider investing in it, the many types of guerilla marketing you could consider, and also provide you with some solid guerrilla marketing examples.
What is Guerrilla marketing ?
As mentioned earlier in the blog, guerrilla marketing can be described as a marketing strategy that engages unconventional and innovative tactics to promote a particular product, brand, or service. When executed correctly, it can effectively build brand awareness and generate a buzz around your brand.
Here’s the best thing about guerrilla marketing: it helps capture the public’s attention at little to no cost, and helps maximize the impact of your event as well.
Why Should You Invest in Guerrilla Marketing?
Investing in guerrilla marketing means that your business is ready to capture public attention through innovative and unconventional strategies.
Here are several reasons justifying why should you consider this approach –
Enhanced Brand Visibility:
Guerrilla marketing is designed to grab attention in unexpected ways. By engaging your audience creatively, your brand stands out in a crowded marketplace, making it more intriguing and appealing to the prospects.
Cost-Effectiveness:
Compared to traditional marketing methods, guerrilla marketing often requires a lower budget. With a focus on creativity over extensive resources, small businesses can implement impactful campaigns without breaking the bank.
Potential for Virality:
Unique and surprising campaigns have the potential to go viral across social media platforms. When people share their experiences on social media, your brand gains exposure to a wider audience, amplifying your message, organically.
Flexibility and Adaptability:
A guerrilla marketing campaign can be easily adapted to suit current trends or local culture, allowing businesses to stay relevant and resonate with their target audience.
Challenges with Guerrilla Marketing
Nothing in marketing comes without its fair share of challenges, and guerrilla marketing is no exception to this!
Here are some typical risks or challenges you might face while planning a guerrilla marketing campaign:
- Risk of Failure: Public displays can backfire, resulting in financial losses if a campaign fails to connect with the audience, or if unexpected circumstances arise.
- Possibility of Negative Brand Image: Some guerrilla tactics, like ambushing or scare tactics, may embarrass or alarm participants, leading to negative perceptions.
- Controversial Outcomes: Campaigns can sometimes lead to legal challenges or negative publicity, based on public reception.
- Approval Hurdles: Innovative campaigns might face challenges in gaining approval from public authorities, or even internal stakeholders who prefer more traditional and predictable marketing strategies.
Types of Guerrilla marketing
Before delving into some of the best examples of guerrilla marketing, you need to know about the guerrilla marketing types that exist:
Read on to understand the different types of guerrilla marketing you can explore:
Outdoor Guerrilla Marketing
Outdoor guerrilla marketing focuses on placing eye-catching and unusual installations in public spaces to capture the attention of passersby. This strategy thrives in bustling urban environments where high foot traffic is common.
By transforming ordinary locations into memorable experiences – like colorful murals or interactive sculptures – brands can create intrigue and drive engagement, making their messages stick in the minds of consumers.
Example – MacFries Pedestrian Crossing
During Zurifest, one of Switzerland’s largest festivals, McDonald’s launched an inventive guerrilla marketing campaign by turning zebra crossings into giant displays of fries right outside their restaurants. This visually striking tactic captured the attention of festival-goers and added a playful element to the typical food promotion.
The strategy proved to be effective due to its simplicity and memorability. By creatively utilizing public space without causing damage, McDonald’s not only minimized costs but also attracted significant media coverage for its innovative approach.
Indoor Guerrilla Marketing
Indoor guerrilla marketing leverages enclosed public spaces such as shopping malls, train stations, and universities to surprise and delight audiences. This approach often incorporates striking visuals or engaging installations that encourage interaction.
By creating unexpected moments of joy or curiosity in these environments, brands can enhance their visibility and foster deeper connections with their audience, ultimately driving brand loyalty and recall.
Example – Frontline Fleas’ “Get Them Off Your Dog” Campaign
Frontline Fleas launched a clever indoor guerrilla marketing campaign when they transformed floor space in a shopping mall into a striking image of an itchy golden retriever. Customers on the upper levels looking down were surprised to see what appeared to be a dog covered in fleas, only to realize that the “fleas” were actually people walking over the graphic, unwittingly participating in the advertisement.
This ambient campaign captured attention by encouraging shoppers to take a second look. The initial shock quickly turned into amusement as they recognized that the moving “fleas” were fellow mall-goers, creating a memorable and engaging experience.
Ambush Guerrilla Marketing
Talking about guerrilla marketing types and not talking about ambush guerilla marketing isn’t possible; Ambush guerrilla marketing is all about seizing unexpected opportunities to promote a brand, especially at events or in close proximity to competitors’ advertisements.
This tactic utilizes humor, clever messaging, or unexpected visuals to catch audiences off guard.
By interrupting the norm in a playful way, brands can create memorable interactions that resonate with consumers and encourage sharing on social media, amplifying their reach.
Example – Snapdeal trolls Flipkart
In 2015, Flipkart launched a billboard campaign to promote its festive season sales, encouraging customers to shop for clothing, footwear, and more. The catchy phrase, “Have you not bought?” quickly caught the attention of rival retailer Snapdeal, which seized the opportunity by placing a billboard right next to Flipkart’s. Snapdeal’s response, “It is good that you told me,” cleverly directed shoppers to consider their offerings instead.
This campaign highlighted the effectiveness of humor and unexpected competition in marketing. By strategically positioning their message, Snapdeal not only engaged Flipkart’s audience but also generated buzz on social media, transforming a competitive moment into a memorable branding opportunity.
Experiential Guerrilla Marketing
Experiential guerrilla marketing immerses the public in interactive experiences that encourage direct engagement with the brand. This can include anything from pop-up events to live demonstrations designed to evoke emotions and foster connection.
By creating hands-on, memorable interactions, brands can build stronger relationships with consumers, prompting word-of-mouth promotion and lasting brand loyalty.
Example – Coca-Cola’s “Small World” Machine Campaign
Coca-Cola launched interactive vending machines in Lahore, Pakistan, and New Delhi, India, featuring 3D technology, touch screens, and live video to create a unique experience for users. These machines enabled people to connect with one another, fostering a sense of togetherness across borders.
Known for its emotionally impactful campaigns, Coca-Cola effectively used this initiative to promote unity. By bridging the gap between India and Pakistan, the brand cultivated positive associations and reinforced its message of shared experiences and community.
Other Types:
Some of the other types of guerrilla marketing includes –
- Viral: This approach encourages users to share brand messages on social media, utilizing creativity and shareability to enhance visibility and organic growth.
- Stealth or Buzz: This method incorporates subtle advertising tactics like product placement and undercover marketing, blending seamlessly into consumers’ environments to create authenticity.
- Ambient: Ambient marketing surprises consumers by placing ads in unexpected locations, enhancing engagement through novelty and creativity.
- Projection: This tactic uses projections of images or videos on buildings or public spaces, capturing attention with dramatic and visually striking displays.
- Astroturfing: This involves creating the illusion of grassroots support through paid reviews and discussions on social media, influencing public perception subconsciously.
- Grassroots: Focusing on small communities, grassroots marketing builds awareness through local events and initiatives, fostering a sense of community connection to the brand.
- Wild Posting: This strategy places posters in eye-catching locations, directly reaching audiences and driving curiosity and foot traffic.
- Pop-up Retail: Temporary retail spaces capitalize on trends or events, creating unique shopping experiences that generate excitement and urgency, ultimately boosting sales and brand awareness.
8 Killer Guerrilla marketing Examples
Here are some of the best guerrilla marketing examples, you’ll come through; check out
1. Spotify’s Cosmic Playlists
Spotify has effectively harnessed its music streaming platform to create significant buzz for its brand over the years. Notable initiatives include annual highlights like personalized year-end summaries and the Discover Weekly feature, which curates music based on individual listening habits.
In January 2019, Spotify introduced an innovative guerrilla marketing campaign: the Cosmic Playlists. Partnering with acclaimed astrologer Chani Nicholas, the company created playlists inspired by the horoscopes of U.S. listeners. Each playlist encapsulates the astrological themes relevant to each zodiac sign, providing a unique and engaging listening experience.
As with many of Spotify’s creative campaigns, the Cosmic Playlists attracted extensive media attention, showcasing the power of digital marketing in igniting viral interest.
This example illustrates that marketing strategies don’t always need to be entirely new; adapting and enhancing successful concepts can lead to impressive outcomes.
2. CalTex Emerges as CahillTex
The 2018 Football World Cup opened doors for brands to creatively engage audiences around the globe, and Caltex Australia seized the moment. To honor one of Australia’s most cherished footballers, Tim Cahill, CalTex, a service station network operated by Chevron, temporarily rebranded five of its locations as CahillTex from May to June 2018.
This playful initiative was a hit, drawing attention and generating excitement. However, it wasn’t without controversy; some critics claimed that the rebranding was linked to Cahill’s selection for the World Cup team, despite concerns about his recent performance.
The takeaway from this guerrilla marketing example is that while rebranding can effectively engage customers and create buzz, it’s essential to navigate such initiatives carefully.
3. Paving for Pizza with Dominos
Receiving a pizza that’s arrived with toppings sliding around, and cheese stuck to the lid is never a pleasant experience. Unfortunately, this happens all too often.
In 2018, Domino’s uncovered an unexpected culprit: it wasn’t just bad driving, but rather America’s deteriorating infrastructure riddled with potholes.
This revelation led to the creation of the “Paving for Pizza” campaign, where Domino’s took proactive steps to tackle the issue. By pledging to repair roads, the brand aimed to ensure that its pizzas reach customers in perfect condition. With this particular approach, they not only ended up fixing the public’s everyday problems, but also received significant growth in business as their marketing went viral.
4. Carlsberg’s Beer Caviar
During the 2018 Football World Cup, Danish beer brand Carlsberg pulled off a clever marketing move as a sponsor of the Danish national team. Eager to give fans a taste of Russia, where the World Cup was held that year, Carlsberg decided to put a unique spin on a classic delicacy.
Instead of the usual caviar, the brand introduced its own innovative creation: beer caviar. This unexpected offering delighted Danish football fans and garnered extensive media coverage, establishing Carlsberg as the first brewer to produce beer caviar.
The main takeaway of this guerrilla marketing example is that by connecting your brand with significant events and creating unique experiences, you can enhance engagement and improve your return on investment.
5. Fiji Water at the Golden Globes
At the 2019 Golden Globe Awards, a standout moment in guerrilla marketing emerged that overshadowed many Hollywood stars. Model Kelleth Cuthbert, affectionately known as #FijiGirl, became the talk of the evening.
By donning a stunning blue dress and carrying a tray of Fiji Water, Cuthbert strategically positioned herself in the background of celebrity photos. Her photobombing skills not only generated countless memes, but also provided the water brand with an unexpected surge of free publicity.
Overall, it showed us that the power of creative positioning cannot be underestimated. Whether it involves a person or a marketing initiative, the placement within an event can dramatically enhance visibility and impact.
6. Samsung’s ‘Appel’ Giveaway
While giving away free Galaxy S9 phones to the entire Apple community might lead Samsung to financial ruin, a unique marketing strategy emerged when the company decided to distribute hundreds of Galaxy S9s to the small Dutch village of Appel.
This delightful stunt not only garnered attention but also fostered a sense of community, welcoming the residents of Appel into Samsung’s brand family. The major takeaway of this is to say – leverage competition in innovative ways to your advantage. A thoughtful giveaway can effectively convert potential customers in even the smallest of towns, which makes it a great guerrilla marketing tactic for small businesses too
7. Subway’s Subliminal Sandwiches
In the summer of 2018, Subway tapped into guerrilla marketing and subconscious messaging to attract attention in Chicago. The campaign, titled “SUBliminal Messaging,” showcased images of footlong subs projected onto buildings and featured chalk art on the streets over a span of three days.
This innovative tactic aimed to generate buzz and reconnect with consumers as part of Subway’s efforts to revitalize its brand after experiencing a decline in recent years. Sometimes, the key to engagement is creating moments that make your audience pause and wonder what they’ve just encountered.
8. Chipotle’s Burrito Baby Shower
A few years ago, Chipotle faced a significant challenge in rebuilding its reputation following a major health scare. Seeking positive press, the brand found a unique opportunity in the spring of 2018 when Adrianna Alvarez gave birth in one of its parking lots.
To celebrate this memorable event, Chipotle invited the new parents, 911 dispatchers, and their families for a special gathering. As a gesture of goodwill, they gifted baby Jaden a swaddle designed to look like a tortilla.
The takeaway from this guerilla marketing campaign is that – when a special occasion arises, seize the opportunity to create a positive narrative by adding your brand’s unique touch to the celebration.
9. Burger King’s Influencer Stunt
To promote the return of its funnel cake fries, Burger King launched a creative guerrilla marketing campaign leveraging influencers. Since the treat hadn’t been on the menu since 2010, BK’s Twitter account began liking tweets from influencers and verified accounts from that year to create buzz around the revival.
However, the stunt backfired when popular influencer Casey Neistat voiced his frustration, claiming he and others felt exploited, which led to an apology from the fast-food chain.
The approach conveyed that, in guerrilla marketing, it’s essential to consider how your participants might react. A negative response can overshadow your campaign and harm your brand’s image.
Is Guerrilla Marketing Right for your Brand?
We know now that guerrilla marketing comes with its pros and cons; it can leave a lasting emotional impression, but it also presents certain risks if not executed properly.
Here are some questions to help you determine if this tactic is suitable for your brand:
- Do you have a creative and engaging idea? Think about whether your concept can effectively surprise or delight potential customers.
- Does your idea respect the local culture and space? Ensure that your campaign honors community values and norms.
- Can passersby get involved? Consider how people can actively participate in your campaign and define the nature of that interaction.
- Is it consistent with your brand’s positioning? Reflect on how your idea aligns with your brand identity and the message you want to convey.
- Is it legal and appropriate? Evaluate whether your campaign could lead to legal issues or be perceived as controversial.
- Can you measure its impact? Plan how you will document and assess the results of your campaign.
- Does it have the potential to go viral? Consider if your idea is likely to generate widespread sharing on social media.
After considering the potential risks and a tentative return on investment, you may feel prepared to launch a guerrilla marketing campaign. This strategy typically works best for larger brands targeting specific locations and relying on word-of-mouth to expand their reach.
However, smaller, local brands can also gain credibility by participating in events. No matter the industry, guerrilla marketing offers a cost-effective way to engage and delight potential customers.
Tried-and-Tested Tips on Guerrilla Marketing
Here are some of the experts’s tips on guerrilla marketing –
- Know Your Audience – Understand their interests and routines to create resonant campaigns. Deep audience insight is the key to success.
- Be Creative – Embrace originality and surprise. Integrate your message naturally into the environment to engage your audience effectively.
- Test Your Idea – Before launching, validate your concept with a focus group to refine your strategy. Understand audience limits to avoid backlash.
- Promote Online – Amplify your campaign through social media and other online channels. Creating a hashtag to unify your messaging will keep the buzz alive.
- Don’t Chase Virality – Focus on delivering value instead of just going viral. Meaningful engagement is more important than sheer numbers.
- Analyze Results – Evaluate performance using both quantitative and qualitative metrics. Document insights for future campaigns to improve continually.
By applying these tips, you can run successful guerrilla marketing campaigns that connect with your audience and achieve your goals.
Bottom Line
Guerrilla marketing looks easy, but to create a separate marketing approach for promoting your products and services, you need to be creative and skilled.
In addition to that, based on the types of guerrilla marketing, you need to see which one makes sense for your business and implement it accordingly. And then seek inspiration from these guerrilla marketing examples in your business to grab your audience’s attention, wow them and build a brand reputation unlike any other!
FAQs
Guerrilla marketing is often ideal for small businesses due to its low cost and the potential for high impact, allowing them to compete with larger brands.
There can be risks such as negative public reaction, legal issues, or misinterpretation of the message. It’s essential to plan carefully and align with your brand values.
