If you just look at the word Guerilla, it stands for an unconventional combat strategy or something incredibly intense. But the meaning is entirely changed when you put the word “marketing” after this term. Guerilla marketing is a creative marketing strategy often used by various businesses and marketers.

In the past few years, the number of businesses has risen incredibly. As of 2023, there are 333.34 million businesses running in 2023. This has made almost every industry competitive. That’s where Guerilla marketing comes in to save your business and make you truly stand out from the crowd.

If you are also looking out for unique and fresh marketing ideas. A strategy that can just that can work wonders for promoting your business and bringing back life to fading customer bases. Then this article is for you.

In this ultimate guide, I’ll describe guerilla marketing comprehensively. By the end of this article, I’m sure you’ll have no doubt about this strategy. Moreover, you’ll be ready to start a campaign using this strategy for your business. So keep reading.

What Is Guerrilla Marketing?

Guerilla marketing is a unique strategy that has the power to make your customers feel emotions. It should make them go “Wow” and “OMG” with its unconventional and unforgettable tactics. 

It helps in forging a deep impact on the audience. It increases brand loyalty and awareness and generates customers’ genuine interest in the offer.

However, you must think of out-of-the-box ideas because that’s the core of this strategy.

You might be surprised to know that guerrilla marketing is not a new term at all. Do you remember traditional marketing techniques? Such as TV ads, billboards, newspaper ads, etc.

They even smartly use this tactic. Remember, it’s all about catching the attention of your audience. Even after they stop seeing the ad, their mind still subconsciously thinks about your offer.

With the rise in social media, it’s much easier to run a Guerilla marketing campaign. You can get your product in front of the target audience and make a huge impact.

You might need a high budget for strategies like lead gen and SEO. But the best part about this strategy is you don’t have to spend a fortune, and still, the ROI is high.

What Is The History Of Guerrilla Marketing?

It started in the 1980s when an advertising expert coined a term in his book titled “Guerrilla Advertising.” His name was Conrad Levinson, and he was highly inspired by guerrilla warfare.

What is it, you may wonder?

It is a tactic that involves unconventional and surprise attacks. Leaving your opponent completely shocked.

As a marketer, you need to understand that guerrilla marketing also uses a similar approach. Basically, you find a creative marketing idea that surprises your audience.

It’s that simple!

In the 90s, businesses were heavily reliant on traditional methods of marketing. But guerilla marketing was like a fresh breeze of air. Many brands, such as Sony, Volkswagen, and Sprite, implemented this strategy in their marketing campaigns.

They recognized the huge potential of this marketing tactic. The result was a lasting impact on customers and word-of-mouth buzz.

Is Guerrilla Marketing the Same As Other Marketing Techniques?

The primary thing you need to understand is that guerilla marketing targets a very specific part of our brain. It’s a limbic system and neocortex in the brain.

As a marketer, you need to know this because it’s very crucial to the context of this strategy. These systems are responsible for the following;

  • Emotions
  • Memories
  • Motivation
  • Processing rational and logical information

So what can you do to make your strategy successful?

Make your campaign memorable. Allow customers to experience something that they’ve never seen before. It’ll strengthen the connection customers feel with your brand. And eventually, they’ll feel persuaded to act on CTA.

Just imagine how many ads you see every day.

Maybe 10,20, or even more.

But the question is, which ones do you still remember?

Even after years, people still remember Coca-Cola’s “Share a Bottle” campaign.

Do you know how many bottles Coca-Cola sold using this marketing strategy?

Around 23 million, which is a huge number.

Remember that, unlike other strategies, the guerrilla campaign is quite unconventional. You don’t need money, but you need creativity.

Loads of Creative Thinking!

You’ll be surprised to see results from this strategy. Every business should leverage guerrilla marketing.

But you might think, WHY?

It’s to tell your customers that you are unique. You’re not like millions of other brands in the same niche. You are in a league of your own. And most importantly, you understand your customers better than anyone else.

Types Of Guerrilla Marketing

If you’re reading this far, then you might be thinking about running a similar campaign. But before we move forward to the nitty gritty, you need to know the types of guerrilla marketing. Knowing these will give you better insight into which strategy is best for your business.

Viral Marketing

Do you want your customers to spread information about your business? Forge a connection with them so they become your unpaid brand ambassadors. And become genuinely excited about your product?

You might be asking, is that even possible?

Yes, it is 100% possible.

In viral marketing, marketers create content that has a high chance of getting viral. It can be a reel, meme, idea, hashtag, or anything relevant to your business that can gain popularity in an instant.

If you want to create a better image of your company and increase your customer base through word-of-mouth, then this is best for you.

Suppose you start a challenge like an ice bucket challenge. More people get involved in this, and even celebrities participate. And that’s how your customers indirectly start promoting your business. It’s also include buying social media growth services.

Stealth Marketing

In this strategy, the customer doesn’t know they are being persuaded. Let’s shed some more light on it so this becomes crystal clear to you.

Remember the last time you had free time and decided to watch television? Or you just wanted to watch a match of your favorite football players.

During the breaks, there were a lot of commercial ads. Although you were inattentive, it feeds into your subconscious mind and alters your buying decision.

That’s why even in this digital age, many brands still pay for television ads.

Ambient Marketing

Look around yourself. There are buses and benches which look so boring. There are many people who use them daily and look at them. They can be used in marketing your business to great heights.

Ambient marketing ads blend in with the environment. Instead of commercial ads, ambient marketing ads are placed in very unusual places. Can you think of any examples?

One of the most common is a promotion on buses, benches, and bus stops. You’re bored, waiting for the bus, and the ad at the bus stop will likely stick out.

However, it must be done in the right manner. It shouldn’t make your audience feel disconnected. Otherwise, the results can backfire.

Ambush Marketing

Suppose you’re watching the final of FIFA. There are tons of advertisements everywhere. But let me ask you a question. Are all of them event or player sponsors?

Yup, you guessed it right. Not all of them are official sponsors.

In this marketing tactic, companies attempt to create an impression of being event sponsors, even when they hold no official sponsorship status.

How do they make it look seamless?

Strategically placing their advertisements to capitalize on the event’s popularity and association with renowned sponsors. It’s used by companies to save cash while jumping on the hype train of a big event.

Projection Advertising

Imagine if a boring big wall you see every day on your way to the office becomes covered with eye-catching ads. Thus turning dull surfaces into marketing wonders.

It is projection marketing.

With projection advertising, companies can customize promotions, making major events extra special. And guess what?

Unlike traditional ads that need big investments and long-term deals, projection advertising is casual and costs less upfront.

Grassroots Marketing

It is the best marketing strategy for businesses with a limited budget. Remember when you went to the mall, and a person handed you flyers for their brand-new offer? Even though you initially resisted but later on accepted to take the flyers. It’s a prime example of this strategy.

Local and small companies love grassroots campaigns because it’s simple and effective. It’s like taking a smart shortcut on the marketing journey, using creativity and community connections to make a big impact.

Other Types Of Guerrilla Marketing

There are many more types of guerrilla marketing. Some of them are listed below so you can choose which fits your business values and campaign goals the most.

  • Experiential Marketing: Focuses on creating immersive experiences that involve the target audience. Brands host events or workshops that allow people to interact with the brand and its products firsthand.
  • Flash Mobs: Spontaneous gatherings of people in a public place to perform a brief, unexpected act, often related to a brand or product. They quickly capture attention and spread through social media.
  • Street Art and Guerrilla Installations: Brands use street art, graffiti, or temporary installations in public spaces to grab attention and create a conversation around their products.
  • PR Stunts: This includes attention-grabbing stunts or acts in public spaces to generate media coverage and increase brand visibility.

Advantages of Guerrilla Marketing

Guerrilla marketing has a lot of benefits for your business. This campaign isn’t short-lived. It produces high-quality and long-lasting results which last for years. Here are some of the most important benefits of applying this strategy.

No Need To Break The Bank

Businesses focus on ROI, so they don’t step back on implementing marketing strategies that cost thousands. But let’s just assume you get an offer;

  1. A person who’ll market your book for $1000 USD.
  2. B person who’ll do the same but at a much lesser price and in a more engaging way. That’ll attract readers and publishers as well.

Which one you’ll choose?

Obviously, Person B. Because the results are the same, it doesn’t make a huge difference.

It’s the same with guerrilla marketing, where you get high returns without any financial strain.

Have Fun While Building the Empire

As a marketer, you must understand that guerrilla marketing differs greatly from other strategies. You don’t need to approach it with a stoic attitude.

It’s a fun and cool marketing strategy where only creative ideas work. I’ve seen many marketers follow this creative approach but cannot think of any good idea.

Do you know why?

Because they are too focused on MONEY.

In guerrilla marketing, you need to focus more on customers. Think about two things;

  • How can I bring excitement to this idea?
  • How to make this experience memorable for the audience as well as the brand?

If you follow this unconventional approach, then eventually, you’ll think of the next best idea that’ll dominate the industry.

Make Customers Your Marketers

Yes, big brands have been doing this for years. So what makes you think you can’t?

Whenever Gucci or BMW launches a new project, then, people are more hyped about it. Why?

Because they have already positioned themselves as BEST in the industry.

They leveraged guerrilla marketing at the right time. And now they are reaping its long-term benefits. This marketing tactic makes your customers your biggest brand advocates.

So if you’re implementing this advertising strategy for your business, then get ready for explosive customer growth.

Increase Your Popularity

The essence of this marketing lies in becoming viral in an instant. Due to social media, becoming viral isn’t a far-fetched idea anymore.

It offers flexibility to tailor campaigns to suit the broader audience and marketing objectives. However, you need to use the right channels and mediums for that.

For example, if your target audience is teenagers who mindlessly scroll all day. Then using LinkedIn to promote your brand won’t be of much good. Because on LinkedIn, a larger audience is usually CEOs, entrepreneurs, or people who focus on career growth. And mindlessly scrolling will probably be the last thing they will do on their to-do list.

Form Long-term High-value Partnerships

Guerrilla marketing is an amazingly helpful way of building mutually beneficial partnerships. Such as doing events where you give everyone a chance to connect with your audience. But what’s so amazing about that?

Basically, you get access to resources and creativity and connect with different brands.

Just think about the Barbie movie that came out this year. To market the movie, they did cross-promotions. They collaborated with many brands, such as;

  • Primark’s Barbie® Capsule Collection
  • Barefoot Dreams x Barbie™
  • Burger King x Barbie
  • Alex and Ani x Barbie™
  • Barbie™ X Cotton On
  • Barbie™ x Fossil
  • Pinkberry’s Barbie Land Berry Pink

The list of collaborations goes on and on. And thanks to these unique marketing tactics, Barbie made more than $356m in just opening weekend.

These mutually beneficial partnerships increase brand loyalty and sales for both parties. So use them wisely to your fullest advantage.

Step-by-step Guide on Successful Guerrilla Marketing Campaign

If you think you can collaborate with some brands uniquely and make some graffiti, and boom, your marketing strategy is done.

Then let me burst your bubble. You’re entirely wrong.

A successful guerrilla marketing campaign isn’t executed like that. To experience heights of success and skyrocket your business, you need to implement this strategy step-by-step.

Here’s a step-by-step breakdown for you.

Let’s get started.

Step 1: Learn Deeply About Your Target Audience

Every marketer knows the importance of understanding their target audience. It’s the key to the success of every marketing campaign.

But what things should you know about their target audience? Their address? Security number?

As a marketer, you must understand your audience. Know about their;

  • Fears
  • Desires
  • Pain points

If you don’t know where to get started. Then study your current customers, and it’ll give you an idea about your target audience.

I highly recommend checking communities, groups, and forums where your target audience is present and active.

Step 2: Make SMART Goals

Yes, Guerilla marketing gives you creative freedom and a chance to have fun while working. But don’t forget that in the end, you are doing it to achieve results. Your ultimate goal might be to;

  • Increase app downloads
  • Improve brand awareness
  • Expand business
  • Increase brand awareness

Or maybe anything else.

Set a SMART goal for your creative marketing campaign, and don’t forget to set KPIs. Researching your competitors will give you deep insights into how to set KPIs.

Step 3: Mindfully Observe Your Surroundings

Your job is to catch your target audience off guard in familiar places. Add the element of surprise and make them happy. But how can you do that?

You need to learn, research, and understand. See what’s trending.

Take the first step by using social listening tools to see what people discuss. You can check out Google Trends to see what’s trending in searches.

Once again, it’s time to research your competitors. Study their guerrilla marketing campaigns, both good and bad.

You’ll learn a lot and come up with awesome ideas. Don’t copy their ideas; instead, be unique and stand out from the crowd.

Step 4: Brainstorm With Your Team

Round up your team and brainstorm some ideas. Give everyone the freedom to think without any rules or boundaries.

The crazier, the better!

Remember one thing during the brainstorming session.

Don’t Judge Any Idea.

Instead, jot it down. Gather all those awesome ideas and see which ones fit best.

  • Think about what your customers want
  • Your business goals
  • What’s trending right now

However, be realistic about what you can do with your resources.

Step 5: Put Plan Into Action

Finally, it’s time to make it happen. Your guerrilla marketing plan is no simple task. It’s a team effort, and you’ll need to put in lots of work. From designing posters to sticking them up in public places, each step counts.

Before you launch, double-check everything. How will potential customers react to your message?

Look for any potential problems and be ready to handle them.

Remember, not everything will go perfectly. So, be prepared for the worst and have a backup plan.

Step 6: Measure ROI

Keep checking if your guerrilla marketing hit the bullseye. Measuring results can be tricky, especially when applying a strategy for the first time. Here are a few tips you can apply.

  • Check out if your brand got some spotlight in the media. A successful campaign will make headlines.
  • Do some digging. Ask your customers and random folks if they heard about your campaign and what they think of your brand now.
  • Check your results “before” and “after” the campaign. See if your sales got a boost thanks to your guerrilla marketing moves.

Most Successful Guerrilla Marketing Campaigns

The best way to learn is by looking at what others are doing. Here are the top 3 guerrilla marketing campaigns that you should know.

1) IKEA’s Staircase Slide

To promote their new store in Germany, IKEA transformed a regular staircase in a mall into a fun slide. Shoppers could slide down to the bottom floor. Thus adding an element of excitement and playfulness to the shopping experience.

2) Red Bull’s Stratos Space Jump

In 2012, Red Bull sponsored Felix Baumgartner’s space jump from the stratosphere, breaking multiple records. This daring stunt got immense media coverage and social media attention.

3) UNICEF’s Dirty Water Vending Machine

UNICEF installed a vending machine in a Swedish mall that dispensed “dirty water” in exchange for money. The machine displayed a video illustrating the poor situation of children in developing countries who lack access to clean water.

Donations made at the machine were used to provide clean water to those in need.

Is Guerrilla Marketing For Your Business?

Guerilla marketing can have a long-lasting impact on your brand. So if it’s not well executed, then results can backfire. What should you do then?

Ask yourself these 3 questions to get clarity.

  1. Does your idea match your brand’s values and message?
  2. Is your idea in any way disrespecting any community, religious group, people, or anyone in general?
  3. Will you face any legal consequences because of these guerrilla marketing tactics?

You might be ready to go, guerrilla, if you weigh the risks and rewards.


Guerrilla marketing presents an exciting and highly effective approach. If executed thoughtfully, this strategy has the potential to leave a lasting impact on the audience and propel a brand to new heights of success. However, one minor mistake can ruin a business’s reputation. EchoFish helps businesses unlock their fullest potential. Contact us today to 10x your business growth.

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I'm a very hard-working, motivated, and committed individual with a positive attitude towards life and a passion for doing new things that help people.I love challenges in my career because they make you more robust than before when you overcome them.

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