Bandit character spray painted on wall representing guerrilla marketing.

Going Outside the Box With Guerrilla Marketing

Guerrilla marketing uses unconventional marketing tactics to drive publicity and evoke emotion. This marketing style provides marketers with a cost-efficient approach and the potential to make a big splash. The key is all about implementation and how to make the most out of repurposing content you already have.

HubSpot lists four subcategories:

  • Outdoor Guerrilla Marketing: This includes temporary artwork you might see on the side of a building or sidewalk.
  • Indoor Guerrilla Marketing: Same idea as outdoor guerrilla marketing except indoors, found in places such as shopping centers or inside the walls of college campuses.
  • Event Ambush Guerrilla Marketing: Leveraging the audience of an in-progress event, for example, selling merchandise outside of a concert venue.
  • Experiential Guerrilla Marketing: Also known as engagement marketing, this marketing style includes all of the above and the public’s interaction with the brand.

Guerrilla marketing is different from traditional marketing. It focuses on a smaller group of promoters to get the word out rather than widespread media coverage while on a smaller budget.

Guerrilla marketing has increased in popularity with the rise of mobile technology to amplify a message and target specific audiences. This use of marketing is not intended for all types of products and services. Instead, it is often used to promote trendier products designed to draw a younger crowd who is more likely to respond and interact with the campaign. Typically, this marketing style takes place in public areas that attract large audiences, such as parks, city squares, sporting events, or entertainment venues.

The goal of guerrilla marketing is to generate buzz around a product or brand by converting consumers to customers and increasing word of mouth.

Looking for inspiration? Check out the following successful guerrilla marketing campaigns.


Frontline took to a multi-level mall to display a dog with shoppers appearing to look like fleas. The image is hard to miss and reminds consumers of how their product works.

Image of Front-line Ad in mall with people walking on it looking like fleas.


Nestle uses creativity and imagination to transform an ordinary park bench into a chocolate bar. Have your cravings kicked in yet?

Photo of man sitting on park bench that looks like an opened KitKat Bar.


Snapchat was able to generate buzz using nothing but its logo featured on billboards. Since many passing by did not recognize the logo, this led to a surge in people Googling the brand and familiarizing themselves with it.

Photo of Snapchat billboard with jus their ghost logo.

Are you ready to capture your audience’s attention in a creative and innovative way? Talk to Peabody.