In today’s dynamic marketing landscape, combining digital strategies with more traditional techniques, such as guerilla marketing, should not be overlooked. Guerilla and digital marketing tactics provide an opportunity for businesses to create impactful campaigns.
If you’re looking for the wow factor, something a little unconventional which is designed to help you go viral and generate a buzz, read on.
This might just be the perfect fit.
What exactly is guerilla marketing?
If you’re not across the term, you probably think it sounds odd.
Guerrilla marketing involves creating unconventional methods to boost sale and brand awareness. Frequently you’ll notice them in a public space – a novel approach to marketing through a physical item or human interaction, for example this great concept by The Umbrella Academy. It can also be used in a social media setting through viral messaging or content.
How can digital and guerilla marketing work hand in hand?
Synergy between digital and guerilla tactics can achieve remarkable results when a strategic approach is taken. Digital marketing provides scalability, precision targeting and real-time engagement for reaching diverse audiences across various platforms. Meanwhile, guerrilla marketing injects creativity, spontaneity and disruptive elements into campaigns, whilst generating a buzz in unconventional ways.
Merged together, they offer a personalised and immersive journey to your potential clients and the ability to actually track ROI. Digital methods can be used to add to your guerrilla stunts, such as through the use of QR codes on your guerrilla marketing site which link back to more information on the aligned product or service, or geo-targeted ads which specifically reach people who have visited the location of a guerilla marketing site.
Sounds a bit ying and yang, but they work tremendously together. Kind of like McDonalds chips and a soft serve (don’t come at us!).
How to leverage guerilla marketing for your business
If you’re feeling a bit stuck in a rut with your current approach to marketing, send in the guerillas.
Guerilla marketing offers an exciting approach and way for brands to stand out and make an impact. Aligned with digital campaigns which relay or add to the story and message, you’ve got a fully immersive marketing approach which can win over customers, your already loyal community, and even the media.
When approached with creativity and strategy, guerrilla marketing has the power to ignite conversations, grab consumers’ attention, and spread like wildfire across digital platforms.
One of the standout benefits of digital guerrilla marketing is its knack for breaking through the noise of traditional advertising. By embracing unconventional tactics and surprising messaging, guerrilla campaigns catch the eye of customers who might have grown weary of traditional ads.
But it’s not just about catching attention – guerrilla marketing is all about crafting memorable experiences. It’s an effective technique, especially for small businesses, startups, and those working with tight budgets. Think limited time offers, exclusive promotions, or one-of-a-kind experiences reserved for a lucky few. These create a buzz of excitement and anticipation among customers, driving up sales and fostering deep brand loyalty.
What to consider ahead of your campaign
Like any marketing approach, you need to consider and plan for your guerilla and digital marketing combo with detail.
Guerrilla marketing in particular can push the boundaries of what you can and can’t do as a business, so make sure you’ve dotted your I’s before proceeding.
- Legalities
Guerrilla marketing often involves unconventional tactics that may push the boundaries of legality and ethics. Businesses must thoroughly research and adhere to local regulations, permits and permissions to avoid potential legal issues or public backlash. - Costs
Campaigns can range in budget, depending on the scale of the activations. It’s crucial for businesses to evaluate their budgetary constraints and allocate resources effectively to ensure maximum ROI. - Risks
Pushing marketing boundaries in search of an emotional connection with people naturally carries risks, including potential negative reactions from the public or authorities. Businesses should anticipate and prepare for unforeseen challenges, devising contingency plans to address any issues that may arise during the campaign.
Ready to think outside of the box? Take inspiration from some of these standout guerrilla/digital marketing match-ups
Barbie and Oppenheimer battle it out
It’s no surprise that two of the highest-grossing films of 2023 shook the marketing world – in all the right ways of course. In an interview with Variety, Margot Robbie told Oppenheimer star Cillian Murphy that she denied Charles Roven’s request to change the Barbie movie’s premieres to different dates, responding:
“If you’re scared to be up against us, then you move your date.”
Marketing tactics included global street installations that boasted the iconic barbie pink. Don’t even get us started on Margot Robbi’s press tour wardrobe…
Robbi’s stylists worked closely with Jeremy Scott, Chanel, Donatella Versace, and Balmain’s Oliver Rousteing, creating custom-designed pieces inspired by real-life Barbie dolls.
A staple digital element in the campaign was the Barbie selfie generator, which allowed Barbie fans to create their own Barbie avatar. The avatar skyrocketed in popularity across social media channels, with many celebrities jumping on the Barbie-avatar-bandwagon. The launch of the movie proved to be a masterclass in leveraging social media to propel a product or brand into the digital world with force.
The campaign resonated with audiences on both nostalgic and creative levels, exemplifying the power of guerrilla marketing to create memorable brand experiences.
KitKat’s outdoor marketing campaigns
Utilising strategically placed billboards and interactive installations, the popular KitKat guerrilla campaign invited passersbys to take a break and indulge in a moment of relaxation with a KitKat. This took their key messaging “Have a break, have a KitKat” to a whole new level.
By transforming mundane urban spaces into playful havens of respite, KitKat effectively captured the attention of consumers and reinforced its brand message of indulgence and enjoyment.
The playful KitKat installations we’re kitted out with swings and hammocks, enticing people to interact, and of course, share themselves interacting on social media.
This approach not only fostered positive brand associations but also generated organic buzz and social media sharing, demonstrating the power of guerrilla marketing in driving consumer engagement.
Putting theory into practice.
In the ever-changing world of marketing, the fusion of digital strategies with guerrilla tactics could offer a recipe for success. By embracing the complementary strengths of these approaches and leveraging them strategically, businesses can unlock new avenues for creativity, engagement, and brand awareness.
Considering guerilla marketing as part of a larger marketing strategy?
Book a meeting with our chief marketer.
