Expect the Unexpected: Guerrilla Marketing Campaigns That Leave a Mark

If you’re tired of the same old marketing strategies and ready to make a splash with unconventional tactics that’ll leave people in awe, you’ve got to know a thing or two about guerrilla marketing. We won’t leave you in the dark – we’ll tell you what guerrilla marketing is all about before exploring some epic examples to get your creative juices flowing.

Guerrilla marketing is a way to drive publicity and, as a result, brand awareness by promoting using unconventional methods designed to evoke surprise, wonder, or shock. The term itself was created in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books about guerrilla tactics in a number of professional areas. The concept is inspired by guerrilla warfare, where a loosely organized, non-tactical army fights a bigger, more organized force. In the marketing world, this “bigger organized force” is the competitors in the market.

Why Businesses Go Bananas for Guerrilla Marketing 

woman shouting into megaphone

Guerrilla marketing might sound like a lot of work, but the rewards can be phenomenal! Here are some reasons why businesses are embracing guerrilla marketing:

Promotes Word-of-Mouth Marketing

In a world where we’re bombarded with ads left, right, and centre, it’s easy for marketing messages to get lost in the noise. Guerrilla marketing helps businesses cut through the clutter and create campaigns that truly stand out. By using unique and unexpected tactics, businesses can grab their audience’s attention and make a lasting impact. 

And we all know, when campaigns make an impact, people are more likely to talk. When your campaign is so creative and engaging that people can’t help but share their experience with friends, family, and social media followers, you know you’ve hit the marketing jackpot. And the best part? This organic buzz is absolutely free!

Opportunity to Flex Your Creative Muscles 

Guerrilla marketing is a playground for marketers looking to flex their creative muscles. With no set rules or boundaries, businesses can let their imaginations run wild and come up with innovative ideas that truly reflect their brand’s personality. Just imagine that feeling of satisfaction if your brand was behind the next big marketing success story!

Creates Emotional Connections 

One of the keys to successful marketing is creating an emotional connection with your audience, rather than just focusing on a hard-sell approach. Guerrilla marketing allows businesses to do just that by creating unforgettable experiences that evoke a range of emotions, from joy and wonder to shock and awe. When people feel a strong emotional connection to your brand, they’re more likely to become loyal customers and brand advocates.

Fosters Brand Loyalty 

Speaking of brand loyalty, guerrilla marketing is a fabulous way to turn casual customers into die-hard fans. By creating unique and memorable experiences that resonate with your audience, you can foster a sense of loyalty that keeps them coming back for more. After all, who wouldn’t want to support a brand that continually surprises and delights them?

Guerrilla Marketing Show-stoppers

So, what makes guerrilla marketing so damn cool? It’s all about disrupting consumers in their daily routines by presenting them with unconventional methods of brand interaction. There are various tactics used in guerrilla marketing, from hijacking events to larger-than-life public displays. 

Let’s dive into some examples and see how brands have used guerrilla marketing to create unforgettable experiences.



Founded by the ultra-talented Simon Porte Jacquemus, the brand has quickly become a shining star among the new French fashion houses. 

Jacquemus is known for playing with proportions, creating intriguing structures, and captivating us all with their eye-catching accessories – who could forget the iconic ‘Le Chiquito’ or ‘Le Bambino’ bag? But like seriously – who could forget it with the brand’s latest guerrilla marketing campaign?

The much-loved ‘Le Bambino’ bag took a supersized makeover as it raced through the streets of Paris on wheels. And yes – there were indeed passengers literally coming along for the ride inside the bag-shaped vehicles! It’s something that almost needs to be seen to be believed – but thanks to spectators sharing on social media, people all around the world could stare in disbelief at the creative campaign.

This perfectly ties in with Jacquemus’ recent surreal Paris pop-up at none other than Galeries Lafayette, which displays massive branded bucket hats, toasters and of course – another supersized ‘Le Bambino’ bag minus the wheels.

From women’s and men’s fashion to shoes and handbags, Jacquemus’ marketing strategy shows how the brand is the epitome of chic and playful. It’s no wonder why celebrities like Dua Lipa, Hailey Bieber and Rihanna get around it!

Louis Vuitton

Yayoi Kusama Louis Vuitton

There are only a handful of luxury fashion brands that have stood the test of time the way Louis Vuitton has. Louis Vuitton’s iconic monogram is recognised all around the world, and the brand has truly made its mark in the world of fashion – from shoes and handbags to  jewellery and clothes. 

But these days, it’s not enough to sell based on status alone.  That’s why even well-established brands like Louis Vuitton need to be innovative with their marketing strategies, to ensure they maintain top-of-mind status among consumers. 

As part of its own guerrilla marketing strategy, Louis Vuitton collaborated with none other than Yayoi Kusama. The Japanese artist is known for her quirky work and love of bright colors, which isn’t something that people would naturally associate with Louis Vuitton.

This unexpected collaboration worked in the brand’s favour as it helped to generate buzz about the novelty of it all. Louis Vuitton decked out several locations worldwide with Kusama-inspired polka dots and life-like animatronics, all to celebrate the launch of their capsule collection inspired by her awe-inspiring career.

For example, the Champs-Élysées flagship store featured Kusama’s iconic polka dot designs all over the historic building. There was also a massive sculpture of the Japanese artist herself, hovering above the building and visible from all around the Parisian streets. 



Now, let’s take a trip down memory lane to 2010. This is the year that UNICEF concocted a super creative guerrilla marketing campaign to raise awareness about the clean drinking water crisis in some of the world’s poorest regions. 

They set up special vending machines all over the Big Apple where passersbys could insert a one-dollar bill  and receive a bottle of water in return. Except it wasn’t your average bottle of water… All the bottled “flavors” were actually colored to mimic dirty,  disease-ridden water. 

New Yorkers were equal parts surprised and curious, and UNICEF had no idea their campaign would be such a massive hit. The colored water helped to open people’s eyes about the dire condition of the water that some people are forced to drink in disadvantaged parts of the world. Social media went wild, and all the money they raised went straight to providing clean H2O to those in need. 

This UNICEF campaign showed the world that you don’t even need to sell a product or service to make waves, with some clever and thought-provoking guerrilla marketing by your side.

It’s Never Too Late to Innovate With First Page

It’s 2023 – which means it’s time to experiment with the unconventional, and let your creativity run wild! Your bottom line could very well thank you for it!

But where do you start?

With First Page, of course!

We can be your go-to team of marketing wizards, ready to add our magic touch and transform your brand into the talk of the town. We’re all about crafting innovative marketing campaigns that’ll make you stand out from the competition and leave a lasting impression on your audience.

We’ll keep your brand fresh, exciting, and unforgettable, so you can skyrocket to the top and claim your rightful spot in the limelight. 

Contact us today to get started!

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