Understanding Guerrilla Marketing and Advertisement Strategy.
                     Understanding 
Guerrilla Marketing and 
Advertisement Strategy
What Is 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. 
Source: www.investopedia.com
Types of Guerrilla Marketing
• Outdoor Guerrilla Marketing
• Indoor Guerilla Marketing
• Event Ambush Guerilla Marketing
• Experiential Guerilla Marketing
Source: www.investopedia.com
ADVERTISEMENT STRATEGY
AMBIENT MARKING
• Effective use of the environment and certain 
locations to elicit appropriate engagement.
• Example: Copenhagen Zoo bus campaign, 2010.
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AMBUSH MARKETING
• Involves marketing campaigns featured at an 
event that the product or service is not directly 
affiliated with but is used in a way to make it 
appear so.
• Example: Nike’s 2012 London Olympics 
campaign, “Find your Greatness”, in direct 
competition with Adidas who was the official 
London 2012 sponsor.
Source: www. dontpaniclondon.com
GUERRILLA PROJECTION ADVERTISING
• The (sometimes unlawful) use of a digital 
billboard or building to project an 
advertisement.
• Example: H&M advertising campaign for their 
new flagship store in Amsterdam in 2010.
Source: www. dontpaniclondon.com
GRASSROOTS MARKETING
• Focuses on building a personal and unique 
connection with the individual consumer and the 
brand. Often charity based.
• Example: The 2013 One Fund Boston Strong 
campaign in the wake of the Boston Marathon 
bombings.
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STEALTH MARKETING
• The discrete act of involving or exposing 
consumers in/to a campaign without their 
knowledge of it.
• Example: The focus on use of FedEx parcels in 
the Tom Hanks movie Cast Away.
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STREET MARKETING
• Use of unconventional advertising of brands and 
products in public areas such as parks, streets, 
etc.
• Example: 2017 Ikea campaign that saw Ikea sofas 
used at bus stops.
Source: www. dontpaniclondon.com
WILD POSTING
• Sometimes also referred to as flyposting. The use 
of posters, magnets, stickers, etc., in high traffic 
areas, sometimes without permission.
• Example: 2009 Weight watchers campaign 
featuring tear off contact details that make the 
model on the flyer lose weight with every tear.
Source: www. dontpaniclondon.com