We encounter advertising almost everywhere in everyday life. It is so common that we often don’t even notice it. With guerrilla marketing, companies try to penetrate the consciousness of their target group and stand out from the background noise of the omnipresent flood of advertising.
Guerrilla Marketing: Unusual, surprising and yet simple
When you get up in the morning, it starts: advertising on the radio or your favorite podcast, ads while scrolling through social media feeds. On the way to work there are countless billboards and posters. Ads on YouTube, spots on television. No matter whether offline or online: the daily flood of advertising that hits us is so enormous that our brain can’t help but ignore most of it. Most advertising messages leave us cold. We see them, but no longer take them in.
Companies that still need to reach their target group have two options for successful advertising: be particularly relevant or particularly surprising – at best, both.
Greenpeace launched a particularly impressive guerrilla marketing campaign in 2017 to draw attention to the threat posed to whales by plastic waste:
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Guerrilla marketing is nothing new. The concept goes back to the US management consultant Jay C. Levinson, who developed the idea in the 1980s. Essentially, guerrilla marketing is about the unusual combination of different elements in order to achieve the greatest possible surprise effect and entertainment value – all with the simplest, most cost-saving means possible, which was particularly important in the tense economic situation in the USA in the 1980s was. Today, the cost-saving aspect is no longer the focus for many companies. Above all, it is the great attention of the target group that makes guerrilla marketing so attractive. And thanks to social media, guerrilla marketing that takes place offline can be extended online and the effect can be increased.
Guerrilla marketing for startups: These strategies went through the roof
Creative advertising not only penetrates our consciousness, but even goes one step further. We become emotional with advertising because it makes us laugh, think and briefly breaks us out of our everyday routine. These are also good ingredients for viral distribution, which can bring additional attention to advertising. If we are made aware of an advertisement by someone we know, it is usually automatically associated with more attention than if we stumbled upon an advertisement by chance.
But such actions do not always succeed. In June 2019, for example, The North Face smuggled product images into Wikipedia articles and received sharp criticism for it.
Creative examples of guerrilla marketing
Enough of the theory. So what does successful guerrilla marketing really look like? We have selected particularly successful examples of guerrilla marketing from the last few years for you. Have fun clicking through!
Creative examples of guerrilla marketing
This article was updated on March 6, 2023 by Stella-Sophie Wojtczak.
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2024-03-10 11:06:17
#Guerrilla #Marketing #creative #examples