Coursera defines guerrilla marketing as “an advertising approach that borrows the concept of ‘guerrilla’ warfare, or the element of surprise, to communicate with your target market.”
Unlike the typical campaigns that directly encourage people to take the desired action, guerrilla marketing uses surprising strategies and creative installations to ignite curiosity and excitement within a brand’s target audience.
What makes guerrilla marketing so effective?
The inventive, humorous, and clever nature of guerrilla marketing can create a connection with consumers by appealing to their emotions and surprising them with unexpected experiences.
This distinctive and captivating approach enables businesses to leave a lasting impression on their audience, expand their reach, and differentiate themselves from competitors.
Pros and Cons of Guerrilla Marketing
Although guerrilla marketing stands out for its distinctive customer engagement, this approach can also carry certain potential risks. Take a look at these pros and cons before deciding whether guerrilla marketing suits your brand.
Guerrilla Marketing Pros
Cost-effectiveness
One of the biggest advantages of guerrilla marketing is its low cost compared to traditional marketing methods. Instead of relying on expensive media buys or large advertising budgets, guerrilla campaigns focus on creativity and innovation to capture attention.
Viral potential
Unexpected marketing campaigns often spark social media sharing, press coverage, and word-of-mouth promotion, which can boost brand awareness far beyond the initial audience.
Build valuable partnerships
Executing guerrilla marketing often involves collaboration with local authorities, retailers, or community organisations, which can open doors for future marketing opportunities.
Guerrilla Marketing Cons
Unpredictable outcome
Unlike traditional marketing, where results can be more reliably forecasted, guerrilla campaigns depend heavily on timing, context, and public reaction, making their success uncertain.
Potential backlash
Because guerrilla marketing often uses surprise, there is a risk that the message may be misunderstood or misinterpreted by consumers. This can lead to confusion, offence, or even public backlash, damaging the brand’s reputation. In 2007, Cartoon Network placed LED signs of their Aqua Teen Hunger Force characters around Boston, USA. The devices, with visible wires and batteries, were mistaken for bombs, causing a citywide panic, road closures, and police intervention.
Legal and regulatory challenges
Many guerrilla marketing tactics operate in a legal grey area, sometimes involving unauthorised use of public or private spaces. This can attract intervention from authorities, resulting in fines, forced removal of campaign materials, or legal disputes.
Examples of Successful Guerrilla Marketing
Burger King’s mouldy Whopper
Source: Ogilvy
From overly perfect burgers seen in ads, Burger King took a different approach by showcasing a more natural, less polished look to highlight their success in eliminating artificial preservatives from the Whopper sandwich in both European countries and the United States.
Netflix Series: Stranger Things
So, Netflix turned this pizza restaurant into a creepy portal. Fancy a journey to the Upside Down?
Source: AdWeek
Is Guerrilla Marketing Right for Your Brand?
Brands that want to stand out in crowded markets and engage younger, social-media-savvy consumers often find guerrilla marketing a great fit. However, it requires careful planning and consideration of potential risks.
If your brand values innovation and is prepared to manage these challenges, guerrilla marketing could be a highly rewarding approach to expand your reach.