Introduction to Guerrilla Marketing

Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Aka “Guerilla Marketing is like the Banksy side of Marketing.”

This 5 minute case study will explore

– What is Guerrilla Marketing?

– Types of Guerrilla Advertising

– Advantages of Guerrilla Advertisings

What is Guerrilla Marketing?

Guerilla marketing is a set of marketing actions employed to launch a marketing campaign at a fraction of the cost it normally would cost, with multiple times the impact of the money spent on that.

Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerilla marketing acts as an amplifying impact of a marketing campaign launch.

Guerilla marketing relies heavily on the definition of “guerilla warfare”.  It is a non-tactical army, loosely organized, fighting a bigger, more organized force.  In the advertising  landscape this would represent the smaller brand taking on the larger entities.

Guerrilla Advertising often relies on personal interaction, has a smaller budget, and focuses on smaller groups of opinion leaders that can gett the word out in a particular location rather than through widespread traditional campaigns.

Investing in guerrilla marketing says that your business is ready to capture the public’s attention in creative ways.

Cheap to execute

With guerrilla marketing, imagination is more important than budget. 

Grows with word-of-mouth

Get people to talk about your campaign on their own accord.

Publicity can snowball

Unique guerrilla marketing campaigns will get picked up by local (and even national) news sources


Guerrilla Marketing Agencies


Torkecc is an internationally awarded creative consultancy agency. Their creative brains have come up with inspiring campaigns for their brands.


Spiritmedia is an award winning Scottish advertising and marketing agency. Their guerilla marketing tactics have captured  noteworthy media coverage – raising the profile of  their offerings.


Ogilvy is a New York City-based British advertising and marketing agency. Their behaviral shift campaigns are noteworthy for all marketeers.

Guerrilla Marketing Tactics

There are several kinds of guerrilla marketing. Some examples include:


Street Marketing (Wild Posting)

An outdoor guerilla marketing type, refers to all marketing actions taking place outdoors, bringing street elements into play. (i.e. Grafiti)


Ambient Marketing

Ambient Marketing promote a products by interfering with the flow and placing ads at unconventional places. (i.e. Brand Placements)


Ambush Marketing

 Ambush marketing is when marketers take advantage of the audience of one event and use it to promote their own product or service.


Guerrilla Projections

Guerilla projections involve showcasing  projectors onto high-rise buildings at high-traffic streets to generate buzz. Usually illegally. 

Experiential Marketing

Experiential marketing  is the design of experiences which invite users to “engage” with the brand live.

Viral Mrketing

Viral marketing is the snowball impact brought on by the marketing action. Controvery or standout content are key enablers.