Guerrilla Marketing: Examples & Strategies for Viral Success
What's Guerrilla Marketing?
Guerrilla marketing is an innovative and non-traditional advertising strategy aimed at attracting customers and promoting publicity. It captures the attention of the target audience through bold and striking methods to achieve word-of-mouth and social media dissemination. For example, displaying oversized objects on city streets or creating unique scenes and installation art to engage the public, increase brand awareness, and generate shareable experiences.Today, brand promotions often employ unique methods such as giant objects to attract more attention and garner increased exposure.
With the advancement of technology, contemporary Guerrilla Marketing models often leverage digital technologies and online platforms such as AR, VR, 3D, CGI, etc., to amplify the impact of product features. It also serves as an excellent alternative to traditional marketing, emphasizing original thinking and creativity, while highlighting imagination and innovation as its cornerstone.
Guerrilla Marketing: Digital Ads Growing in Popularity
In recent years we witnessed numerous surrealistic examples of guerrilla marketing. From Louis Vuitton giant handbags seemingly dropping out of thin air across the country to The North Face down jackets adorning Big Ben in the UK, the concept of enlarging a single item to exaggerated proportions and seamlessly integrating it into familiar real-world settings has resulted in a series of fantastical visual spectacles. Whether achieved through physical art installations or digital technologies such as AR/AI/CGI, these creations have captivated social media audiences with their striking and impactful imagery. By blending them into familiar real-life environments, they have sparked conversations and garnered widespread attention, contributing to the creation of one mesmerizing visual landscape after another across social media platforms.
Compared to physical installations, virtual giant installations allow brands to bring more creativity and interactive experiences at a smaller cost. Fashion, sports, beauty, all industries can incorporate them into their brand image, easily pinpointing young people’s preferences with the XXXXL number, and creating more business opportunities with a longer-lasting narrative.
Without further ado, let’s go on a fantastical visual creative journey together!
Best 8 examples for insights.
Isabel Marant丨Mega CGI Campaign
VALENTINO丨CGI Makeup Tour China
Loewe | Inflatable Boats by the Tower
LEGO | Mega Crane
HUGO BOSS 丨CGI Ad Shines Brightly on Stage
Yili 丨CGI Wealth God ‘Takes Over’ Wukang Building
Jingdong丨AI Invites You for a Wardrobe Refresh
Guerrilla Marketing: Integrating Traffic for Efficient Conversion in AR
In the wave of digital marketing, giant object marketing with its unique and shocking visual performance and innovative online and offline integration strategy, for the brand to open a new window to integrate the traffic and enhance the conversion. Through the virtual and real fusion of giant object device, the online browsing volume will be effectively converted into offline physical customer flow, realizing the gorgeous transformation from “eyeball economy” to “action economy”.
vodafone丨Unleashing Romantic AR Balloons
Vodafone, one of the world’s mobile network giants, is staging a guerrilla marketing AR romance storm that is sweeping the streets of Germany. Users scan the QR code to enter the Vodafone AR world, and can directly release large 3D emoticons and colorful balloons, so that the urban space is revitalized and fun like never before.
The visually stunning AR experience and generous reward mechanism attracted the public to share, experience and consume at the store, and the guerrilla marketing effectively enhanced the brand’s exposure and goodwill.
Isabel Marant丨Mega CGI Campaign
To promote the latest menswear collection, Isabel Marant utilized the MarTech marketing strategy, squeezing a giant tube of toothpaste in front of the store like a magical paintbrush to create the brand’s avant-garde, eclectic fashion statement.
The brand synchronized the giveaway distribution activities in several offline stores to accurately divert online traffic to the physical stores, realizing a seamless connection from awareness to purchase. The guerrilla marketing allowed more consumers to know about Isabel Marant’s new store in St. Germain, thus effectively broadening the market share and enhancing the brand’s influence.
Guerrilla Marketing: Crafting Visual Magic for Landmarks
Choosing a city landmark and enlarging and re-enlarging the logo is a common formula for guerrilla marketing. It can add novel spatial interest to familiar scenes, making the product quickly become a visual focus and attracting pedestrians to take a souvenir. At the same time, it catches people’s attention with close-ups and triggers wide dissemination and discussion in the self-media.
VALENTINO丨CGI Makeup Tour China
To coincide with the login of Valentino’s new beauty products, the brand empowered creativity with technology, playing out in landmarks in multiple cities in China.
The giant lip cream tipped over like dominoes on the streets of Ningbo, and then transformed into a light rail into Chongqing’s iconic Century Xindu, together with the air cushion box and new perfume leaping between the buildings, the easy and interesting visual magic blurred the boundaries between the real and the virtual, and strongly implanted the information of the new product and the brand’s presence in the mind, which is a successful case of the brand’s localization and deepening of the cultivation.
Loewe | Inflatable Boats by the Tower
Loewe collaborated with the Japanese fantasy movie “Howl’s Moving Castle” to create a giant inflatable boat that stands next to the Eiffel Tower. This inflatable boat is not only impressive, but also a perfect reflection of Loewe’s unique style.
This collaboration is not only a tribute to the movie, but also a wonderful encounter between the Loewe brand and the world of fantasy. Through this new situation of guerrilla marketing , the brand can show the world the spirit of innovation and love of art, injecting more vitality and charm.
LEGO | Mega Crane
In one of the most influential landmarks in the city of San Diego, an oversized crane suddenly became a hanging platform for giant Legos and signs. This unusual form of guerrilla marketing immediately attracted the attention and curiosity of passersby. The giant virtual Legos and clear logo hang high in the sky like a striking tower of signage that is impossible to ignore.
This giant LEGO advertisement not only breaks through the limitations of traditional advertising forms, but also skillfully combines the brand characteristics and city landmarks. Both pedestrians and motorists can’t ignore this huge sign, which deepens the impression and cognition of the brand. It makes the brand more attractive and unique.
HUGO BOSS 丨CGI Ad Shines Brightly on Stage
To celebrate the launch of DoubeB series, the brand skillfully utilized the urban space to infiltrate the recognizable DoubleB logo into the veins of major cities, and the guerrilla marketing demonstrated the brand’s self-mastery of the BOSS spirit in an eye-catching art form.
CGI giant bags hit the streets of London, giant eyewear signposts light up Shanghai. BOSS has successfully constructed an immersive scene experience of guerrilla marketing, focusing consumers’ attention on giant objects, which not only deepens consumers’ awareness of the new series, but also helps the brand break through the traditional marketing boundaries and activate the brand’s vitality!
Yili 丨CGI Wealth God ‘Takes Over’ Wukang Building
Yili (One of China’s largest dairy product manufacturers) launched a marketing combo around the “God of Fortune”. Through CGI technology, the God of Fortune “took over” the Wukang Building in Shanghai, and the gold coins emerging from the waves delivered fortune to more people, bringing visual impact to the public and promoting the discussion of topics related to Yili’s God of Fortune packaging. The CGI technology allowed the God of Fortune to “take over” the Shanghai Wukang Building, and the gold coins in the wave delivered the fortune to more people.
At the same time, clever use of the hot drama “Flourishing” topic degree, the use of cutting-edge AI technology to launch a series of AI God of Fortune posters with topic extension, so that the topic out of the circle at the same time to promote the conversion and growth of product sales.
Guerrilla Marketing : content co-creation to achieve deep resonance
AIGC has been not uncommon in brand marketing. Combining giant objects with AI, it spreads the brand message in a novel way, while realizing the brand’s high-quality content precipitation through the influence of content co-creation, and ultimately achieving a deep resonance between the brand and the public.
Jingdong丨AI Invites You for a Wardrobe Refresh
In this year’s Jingdong （China’s amazon-like platform）Clothing launched the # AI Dressing can be how good to play # topic collection contest, inviting users to landmark buildings to change the new clothes, to win a total of 100,000 worth of exquisite winter clothing awards.
Under the marvelous brain of building recommendation officers across the country, famous landmarks such as the Oriental Pearl Tower in Shanghai, the Little Barbarian Waist in Guangzhou, and the Twin Towers in Xiamen all put on various kinds of fashionable winter clothes, showing a different kind of winter fun. Through this activity, Jingdong Clothing not only transmitted the platform’s winter warm clothing promotion information in a novel way, but also showed the temperature of technology and the influence of content co-creation, realizing the brand’s high-quality content precipitation.
Whether zoomed in or zoomed out, the extreme itself is creativity. Although in the long run, the enduring charm of the product itself is the key to a brand’s success, a shocking appearance of guerrilla marketing creativity can also trigger the public’s interest in and recognition of the brand, which is just as valuable to brand marketing. It can be expected that in the future, CGI/MR/AR/3D/AI and other technologies will be more and more used in the field of guerrilla marketing advertising, bringing more inspiration and ways for brands. Once high-cost, difficult to land the idea, or with the power of science and technology will be vividly presented, so that consumers can enjoy a more novel and interesting brand experience!
Benefits of Guerrilla Marketing in digital Advertising
- Innovative: Through the use of unconventional and creative methods, this advertising format grabs the attention of the target audience, setting itself apart from traditional advertising approaches. This uniqueness helps brands stand out in competitive markets and effectively capture consumer attention
- Sparks Word-of-Mouth and Social Sharing: Due to its often unique and creative nature, this advertising format easily piques people’s interest and generates discussions, thereby further amplifying the brand’s influence. People are willing to share these innovative advertising formats with their friends and family, thereby increasing the brand’s exposure and awareness.
- Direct Engagement with Target Audience:This advertising format often involves flash mobs or events in public spaces, directly engaging with the target audience. This direct interaction allows brands to connect more closely with consumers, fostering deeper emotional connections and enhancing brand loyalty and recognition.
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