HomeDigital MarketingWhat is Guerrilla Marketing? Meaning, Types, And Examples

What is Guerrilla Marketing? Meaning, Types, And Examples

Guerrilla marketing is one of the most inventive strategies that has shaken up the marketing world. It is used when businesses stand out from their competition. It is one of the unconventional methods to promote your brand, product, or service worldwide. 

This tactic is very impressive in boosting sales for a brand or business. You can increase the popularity of your product by connecting with the emotions or interests of your audience.

But how can you revolutionize your marketing campaigns?

In this article, we will cover what guerilla marketing is and why this marketing technique is so effective with some interesting examples.

What is guerrilla marketing?

The name was inspired by Gorilla Tactics, small independent military organizations fighting against armies much larger than themselves using the surprise Factor. 

Guerrilla Marketing Meaning

Guerilla marketing is an unconventional approach that aims to capture the audience’s attention uniquely and memorably. This digital marketing strategy leverages creativity and surprise elements to create a buzz around your brand. 

Therefore, guerrilla marketing is based on the maximum use of resources looking for specific actions that achieve great results as it requires little budget. This strategy is highly suitable for small companies but brands of all sizes have successfully used it. 

This method of marketing is to give your audience an experience as unexpected as it is unforgettable.

For instance, imagine walking down the street and suddenly finding yourself amid a flash mob promoting a brand. It’s this kind of strategies that make Guerrilla Marketing stand out but what kinds of actions could you take? Let’s see some of the main types of guerrilla marketing.

Main Types of Guerrilla Marketing Strategy

Ambient advertising

This technique appropriates public spaces indoors or outdoors to place installations that surprise users and encourage them to interact with them. 

For example, taking a photo and sharing it on social media is a perfect example of this technique and is what Golto did in 2010. They dressed the famous bowl of Wall Street with their new line of boxers to promote them. It didn’t need great investment and it turned out simple but memorable experimental. 

In this type of guerrilla marketing what matters is interaction the aim is to directly involve the public and make them participate directly.

Another Example is from Frontline Fleas with their ‘Get them off Your Dog’ campaign. Frontline Fleas purchased floor space in a shopping mall and placed an image of an itchy Golden Retriever dog. Shoppers on the upper floors looking down saw a dog covered in fleas that were humans walking over the picture oblivious to the fact that they were now part of Frontline’s advertising. 

This environmental campaign worked because it made customers look twice getting surprised when they saw the fleas in motion and shocked when they realized those fleas were people performing. 

Performance Marketing

In this technique, they use actors to set up the staging. They might not be as popular now as they were a few years ago but we have some memorable flash mobs that are not easy to forget. 

For Example, the one that T-Mobile did in 2009 in the Liverpool Street Station they danced around the whole station and got viral on YouTube after. It’s an easy way to surprise an audience and get a funny moment to be remembered by ambushes at events. 

You’ll probably remember this one at the 2019 Golden Globes Awards, Paparazzi Snap photos of celebrities posing on the red carpet as usual but behind the unsuspecting movie stars a model dressed in a dark blue dress holding a tray of Fiji Water photobombed almost every shot. She looked directly at the camera to create an eerie effect. 

The photos went instantly viral all over the internet wondering who the Fiji Water girl was and if was it intentional.

Why should you choose guerrilla marketing?

What sets this Guerrilla marketing strategy apart from the rest?

Guerrilla Marketing strategy can foster a strong emotional connection with the audience. It goes beyond mere advertisements and it’s about creating experiences because it often surprises consumers sparks curiosity and encourages them to engage with your brand on a deeper level plus it’s often more cost-effective compared to traditional advertising channels now. It’s time to think about how you can integrate guerrilla marketing into your strategy.

Start by understanding your audience’s preferences and behaviors from there brainstorm ideas that are not only creative but also resonate with your target audience and your budget. 

Remember the goal is to create memorable experiences that leave a lasting impression and there you have it.


Q. Is Guerrilla Marketing Legal?

Yes, Guerrilla Marketing is completely legal. But there are some approaches in history used by companies that do not go as expected which is why some techniques used were ethically questionable. 

Q. What makes Guerrilla marketing campaigns so successful?

Guerrilla marketing works on creativity and memorable unconventional approaches which makes them so unique. The audience will connect with the approaches directly and it becomes successful. The audience is amazed by the approaches and the primary goal of this technique is to impress the client with some simple yet more creative strategies.


We have provided some of the best examples of guerrilla marketing that amazed the audience of that time and the technique went viral. Those marketing campaigns became very successful for the companies and provided them with worldwide fame.

For smaller brands, Guerrilla marketing is one of the best unconventional methods to reach their target audience in the most creative way.

The creativity and exclusive approaches make guerrilla marketing a budget-friendly technique. If you are interested in knowing more about the techniques, you can learn social media marketing and digital marketing with the Delhi Institute of Digital Marketing.

DIDM is one of the most promising brands for learning digital marketing training in India. Learn with us to become a successful marketer. Contact us today at +91-8800505151 or email us at info@didm.in.

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