Unleash your brand’s potential: Explore a Collection of the best guerrilla marketing examples to inspire yours this year. Discover how creative campaigns break convention and drive unforgettable impact.
Table of Contents
What Is Guerrilla Marketing?
When you hear the term, “guerrilla marketing,” what comes to mind?
Perhaps, a gorilla, the sense of danger, or guerrilla warfare, which makes sense, given that guerrilla marketing is derived from guerrilla warfare. Guerrilla tactics in war rely heavily on the element of surprise. Consider raids, ambushes, and sabotage.
In marketing, guerrilla techniques create highly unconventional campaigns to promote a product or service. In 1984, the late business author Jay Conrad Levinson, who wrote the book “Guerrilla Marketing,” invented the phrase “guerrilla marketing.”
What Is Guerrilla Marketing | How It Works!
People are tired of traditional marketing. With Guerrilla marketing, brands have the chance to pay significantly more attention to their products. It helps to evoke emotions. And around 75% of customers' purchase decisions are based on their emotions.
Guerrilla marketing aims to create awareness of a good or service so that consumers will buy it or recommend it to other prospective customers.
It arose due to the shift away from print, radio, and television marketing toward ubiquitous mobile and connected technologies that can amplify messaging and focus on specific consumer groups. This strategy is frequently used to reach out to younger consumers, who are more likely to respond positively.
Guerrilla marketing is frequently conducted in public places with a large audience, such as streets, public parks, beaches, concerts, shopping malls, stadiums, and festivals. Choosing the right place and time to conduct a guerilla campaign is expedient to avoid potential legal issues.
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Differences Between Guerilla Marketing and Traditional Marketing
Guerrilla marketing is distinct from traditional marketing in the following ways:
Unlike traditional marketing techniques, guerrilla marketing techniques create highly unusual campaigns to promote a product or service.
Guerrilla marketing relies on in-your-face promotions by small groups of promoters to get the word out about a product or service rather than widespread media campaigns as prioritized in traditional marketing.
Guerrilla marketing seeks to reach a larger audience without spending money on advertising. Small businesses can benefit significantly from it, especially if they can create a viral marketing phenomenon. The significant investment in guerrilla marketing is, thus, creative and intellectual rather than financial because it does not have to be expensive.
Types of Guerrilla Marketing
Various forms of guerilla marketing are described below:
Outdoor Guerrilla Marketing
Outdoor guerrilla marketing encompasses all forms of marketing that take place outdoors by incorporating street elements. This guerrilla marketing works by repurposing your target audience’s existing urban environments to include your brands, such as affixing something removable to a statue or displaying temporary artwork on sidewalks and streets.
Indoor Guerilla Marketing
This type of guerrilla marketing is similar to outdoor guerrilla marketing, but it occurs indoors, such as in houses, shops, train stations, and university campuses.
Experiential Marketing
This type of guerrilla marketing can take place indoors or outdoors and requires the general public to interact with a brand. It is also known as participation marketing or live marketing.
Event Ambush Marketing
This guerrilla marketing leverages the audience of a live event, such as a concert or festival to noticeably promote a product or service, usually without permission from the event sponsors.
Wild Posting
This is a form of advertising in which static signs are posted in numerous locations, especially in heavily populated urban areas, to garner as much attention as possible.
Projection Advertising
This type of marketing entails mastering the installation of hidden projectors onto high-rise buildings on busy streets. This practice will pique the interest of passers-by and increase foot traffic and brand awareness in retail establishments. While projection advertising is beautiful and clever, it also poses severe legal risks if done haphazardly.
Ambient Marketing
This type of guerrilla marketing refers to marketing practices that disrupt the flow of things to promote a product. A common practice is for brands to place advertisements in unusual places to increase brand awareness creatively. For example, are you mowing the lawn? Try BIC razor mowing.
Viral Marketing
Viral marketing relies heavily on word-of-mouth to create campaigns that spread like wildfire. However, to win, viral campaigns must be creative and intelligent enough to “wow” one’s target audience. No one, however, can guarantee that an idea will go viral. It is up to the audience to make the decision, not the marketers.
Grassroots Marketing
Grassroots marketing is a strategy in which brands create highly targeted content for a specific niche or audience. Because the goal of grassroots marketing is to create content that your target audience wants to share, it is similar to viral marketing. However, this may be more cost-effective because you’re creating a campaign for a smaller, more specific audience.
Astroturfing
Astroturfing is an organized activity that aims to give the impression of a widespread, spontaneously arising grassroots movement in support or opposition to something, although it is initiated and sponsored by a group or organization.
Hiring a crowd, for example, can be a strategy for bringing in new customers. It can create excitement, make a business appear busy, and give potential customers the impression that the company is good; this may pique the interest of passers-by or other observers.
Stealth Marketing
Stealth marketing, also known as buzz marketing, is a marketing technique that advertises to people without their knowledge. As a stealth marketing strategy, companies have used fake viral videos, purposefully manufactured media attention, undisclosed paid advertising with influencers, and hired actors to persuade the public. Product placement and covert marketing are two of the most famous stealth marketing strategies.
The primary goal of stealth marketing is to pique people’s interest and enthusiasm to be more open to direct advertising in the future. Despite its efficiency, stealth marketing is considered unethical because of its deceitfulness. This is especially true when consumers aren’t aware of the advertisement until the end.
Pop-up Retail
Pop-up retail refers to temporary retail stores that open for a limited time to capitalize on a fad or seasonal demand. Pop-up shops are found in holiday markets and limited engagement in experiential retail.
Guerrilla Marketing Examples and Lessons to Inspire Your Brand
Learn from these Guerrilla marketing examples:
Frontline’s Interactive Floor Ad
I will admit that I was duped when I first saw this photograph.
Then, I realized that neither the dog nor the flies were real. The “flies” were humans. This is because Frontline, a manufacturer of flea and tick prevention products for dogs, could cover the entire floor of this ample public space with this image.
The brand foresaw that many people would walk through that space every day, and many more would see it from the building’s upper levels, creating the dog-and-insect illusion, which is challenging to overlook.
This campaign allows for unintentional human interaction, which reminds the viewer of what the product does.
Lesson: Make room for people to interact with your marketing strategy.
Public Breakup on Burger King’s Instagram
Breaking up is difficult enough in person, let alone when your private emotional moment is streamed live to the entire Twitterverse. Two reportedly ex-lovers seated next to famous Twitter user Andy Boyle at a Burger King in their hometown of Boston received this lesson.
“I am listening to a marriage disintegrate at a table next to me in this restaurant. Aaron Sorkin couldn’t write this any better,” Andy Boyle stated on Twitter.
Andy Boyle used the microblogging site to share photos, videos, and even a description of the background music playing in the fast-food restaurant where the relationship ended. His live tweets captured the couple’s emotional conversation about housework, dishonesty, and infidelity.
Even though his live tweets about the couple’s emotional conversation about housework, dishonesty, infidelity, and the eventual breakup were limited to 140 characters or less, they still took viewers on an emotional roller coaster. “These kids must be no older than 21. His main grouse? She doesn’t clean the dishes when his mother asks her to,” Boyle stated on Twitter.
“These kids must be no older than 21. His main grouse? She doesn’t clean the dishes when his mother asks her to,” Andy Boyle recounted on Twitter.
“She is sobbing quite loud,” Boyle said in his retelling. “He gets up and walks out. She stays. We all feel quite awkward. Do we console her? No one does anything.”
“I don’t want to hear it!” she yelled. “The tables have turned: she is now accusing him of lying about something we don’t know,” Boyle said.
“Why did you even marry me?” he asked at the end. “Because I loved you,” she replied.
Boyle assured Boston-area restaurant patrons via Twitter that this was an isolated incident, assuaging their fears that they might also become the target of his propensity for tweeting.
Lesson: Consider where your audience already exists digitally, and then put on a show for them. We cannot condone lying, but we can applaud creativity.
UNICEF’s Dirty Water Vending Machines
UNICEF distributed dirty water bottles, asking the public, “What if those bottles of water you waste money on were filled with dirty water?”
This was done by setting up makeshift vending machines that distributed contaminated water bottles labelled with diseases brought on by a lack of safe drinking water.
It was a way to remind the privileged masses that clean drinking water was a luxury.
Instead of squandering that money on bottled water, UNICEF suggested directing it toward efforts to bring clean drinking water to underdeveloped areas.
Lesson: Guerrilla marketing is also effective in the non-profit sector. While scary, sad images are often an effective way of communicating your mission, there is a way to convey it that is less aggressive and more interactive for the public.
Deadpool’s Tinder Profile
Some Tinder users were surprised to see Deadpool, the comic anti-hero, appear on their app.
If the Tinder user “swiped right” to match Deadpool, they were sent a link to buy tickets before the movie’s Valentine’s Day release.
While it is technically illegal to use Tinder for promotional purposes, screenshots of this joke quickly spread on social media and gained much attention.
Lesson: Promotions that employ “interruptive” techniques may be unexpectedly delightful.
Childish Gambino’s Ice Cream Pop-Up
Do you realize that free food is always a winner?
When Childish Gambino held his “Summertime Starts Here” pop-up events, where he gave away free ice cream, he most likely had this in mind.
A loudspeaker played Gambino’s two singles as people waited in the heat for some delicious ice cream. It was an excellent way to introduce listeners to his EP, Summer Pack.
Lesson: Sometimes, you have to entice an audience with incentives to get their attention.
McDonald’s “Chips Crossing”
McDonald’s “chips crossing” is a clever guerrilla marketing strategy.
If you doubt it, consider going for a walk with your children. They’ll want a happy meal and delicious french fries when they see it.
Mission accomplished!
Lesson: Where applicable, win the kids over. They are your most significant advantage.
GoldToe’s Giant Briefs
When GoldToe needed a way to tease and promote the release of its new undergarments, it simply placed these new garments on statues throughout New York.
We can’t make this stuff up.
Lesson: Don’t overthink things. Your most ridiculous idea may succeed at times.
Always #LikeAGirl Campaign
Always, a well-known menstrual hygiene company launched the #LikeAGirl campaign in 2014. The campaign’s goal was to address society’s constraints on young girls.
When teen boys and girls were asked to “run like a girl” and “hit like a girl,” they all mockingly attempted both.
On the other hand, younger girls, ten and under, were then asked to demonstrate what it means to
“run like a girl” and “hit like a girl,” and they all ran as fast and as intently as they could.
The video dispelled the negative stereotypes associated with acting “girly.” It also highlighted the impact that is saying “like a girl” can have on how girls perceive themselves, their skills, and abilities.
Lesson: Do not be afraid to address societal issues intelligently and creatively. Beyond making money, make an impact.
Fiji Water’s #FijiGirl
One guerilla marketing tactic for gaining attention in subtle ways is strategic product placement.
One such instance was Fiji Water’s attendance at the 2019 Golden Globes, where models delivered water trays for thirsty viewers while dressed in blue.
However, it didn’t end there.
Model Kelleth Cuthbert successfully photobombed prominent celebrities by setting up in the background during photo sessions. Cuthbert was dubbed #FijiGirl as the images started to go viral on social media and became a common denominator.
She ultimately gained popularity and became one of the night’s highlights, attracting admirers and enhancing the standing of Fiji Water.
Lesson: Your brand does not have to be the focal point of an event to stand out.
BBC’s Dracula Billboard
What images spring to mind when you hear the term “Dracula,” for instance? Indeed, the night’s dark villain. The BBC wanted to use this emotion to promote their show Dracula.
By day, their billboard was simple, with red text on a white background and a few bloody stakes. The billboard, like its subject, changed when night fell.
They stakes strategically placed the stakes to cast a shadow on Dracula himself.
The installation was featured in Adweek and achieved viral success due to its creativity and skilful execution.
Lesson: When it comes to advertising materials, think outside the box.
Go Wild
Is it starting to make sense?
These guerilla marketing examples should inspire you, especially if you promote a growing brand. Do not be afraid to crowdsource content for these campaigns.
After all, creative approaches to your work keep guerrilla marketing budget-friendly and inbound. Remember to be where your customers are by integrating your brand into their environments.
But Don’t Go Home
Some campaigns have gone wrong due to the risks inherent in guerrilla marketing and the sometimes uncharted territory it travels in.
In 2007, Cartoon Network promoted a show in Boston by plastering LED signs throughout Boston. The signs sparked a bomb scare and resulted in a $2 million fine for Turner Broadcasting (the network’s parent company).
In 2005, Snapple attempted to set a Guinness World Record by erecting a 25-foot popsicle in a New York City Park to promote its new frozen treats.
It melted faster than expected, covering the entire park in sticky goo and necessitating the fire department’s arrival to hose it down.
Although you want your campaign to be interactive, do not be careless with your strategy.
FAQs
Why is Guerrilla Marketing Effective?
Guerrilla marketing can be very effective because it is unexpected and memorable. It can also be very cost-effective, as it does not require the use of traditional advertising channels such as television, radio, or print.
What are some other Famous Guerrilla Marketing Examples?
Other famous guerrilla marketing examples include the “Free Hugs” campaign by the Body Shop, the “Flash Mob” by T-Mobile, and the “Subvertising” campaign by Greenpeace.
What are some Tips for Creating a Successful Guerrilla Marketing Campaign?
Some tips for creating a successful guerrilla marketing campaign include: think outside the box, be creative, be relevant to your target audience, use social media, and measure your results.
What are some Industries That are Well-Suited for Guerrilla Marketing?
Guerrilla marketing can be effective for a variety of industries, but it is particularly well-suited for industries that target young, tech-savvy consumers, such as technology, entertainment, and fashion.
What are the best ways to Use Guerilla Marketing for Business Growth?
Here are the best ways to use Guerrilla marketing for business growth:
Measure your results: It’s important to measure the results of your guerrilla marketing campaigns to see what’s working and what’s not. This will help you improve your campaigns over time and get the most out of your marketing budget.
Target a specific audience: Guerrilla marketing campaigns should be tailored to a specific target audience. This will help ensure that your message is relevant and engaging.
Be creative and unique: Guerrilla marketing campaigns should be creative and unique to stand out from the competition. This will help you capture attention and generate buzz.
Use social media: Social media is a great way to amplify your guerrilla marketing campaigns and reach a wider audience. Use social media to share photos and videos of your campaigns, and encourage your followers to share their own experiences.
Partner with other businesses: Partnering with other businesses can help you reach a wider audience and pool your resources. This can be a great way to create larger and more impactful guerrilla marketing campaigns.
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Final Thoughts On Guerrilla Marketing Examples & Lessons
Guerrilla marketing, with its unconventional and disruptive approach, has become a formidable force in the marketing landscape. It challenges traditional marketing strategies and seeks to capture the attention of consumers in unexpected and memorable ways.
By thinking outside the box and being creative, businesses of all sizes can harness the power of guerrilla marketing to achieve their marketing goals and stand out from the competition.
However, it’s important to approach guerrilla marketing with caution.
While the potential benefits are significant, there are also risks involved. Campaigns that are poorly executed or insensitive to the target audience can backfire and damage a brand’s reputation. Therefore, careful planning and consideration of potential consequences are crucial.
SEO content writer and post-graduate student of Microbiology. Zealous to learn and provide real-time solutions to the challenges in the polity.
Felix is the Senior Content Editor and Strategist at Adilo, where he harnesses his expertise in social video marketing, online video platforms, video editing, e-commerce, e-learning, and marketing to to help businesses drive results. With a keen eye for storytelling and a pulse on industry trends, Felix crafts actionable content that empowers brands to elevate their video marketing strategies and thrive in the digital landscape.
