Have you heard of the term Guerilla marketing? Guerrilla marketing is a unique strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Using the element of surprise, brands can run successful advertising campaigns without spending big bucks. These campaigns also often spin-off to become viral marketing campaigns on the internet, generating active discussion on social media.
With marketing budgets shrinking due to the impact of the pandemic, many brands are now looking for more cost-effective strategies to implement their campaigns. In fact, guerilla marketing is considered to be the best marketing strategy for small businesses, given their limited budget and limited resources.
Curious about how guerilla marketing can give your content marketing strategy a boost? Let’s take a look at some inspirational examples of guerilla marketing strategies and how to implement them!
Getting your creative juices going is one of the first steps to a successful guerilla marketing campaign. As audiences on social media have short attention spans, it is important to come up with a shocking visual or message that can capture the attention of your target audience. More often than not, an impactful message and creativity is half the battle won.
A noteworthy example is a Singaporean influencer, Noah Yap’s (@onlynoah) collaboration with @pringglessingapore. Bringing attention to Pringles’ new packaging #poppinnewlook, Noah did a playful dress-up as Mr. Pringles himself and brought the brand to life! His short video on Instagram attracted over 12k views with Noah changing into different outfits to introduce a variety of Pringles’ flavours. By breaking the monotony using a fun and lively video, the influencer marketing campaign was wildly successful in creating engagement on social media.
In fact, playing dress-up seems to be a trend on social media nowadays! Last May, Royal Chaos, a mobile card-based adventure game, also launched a creative campaign featuring influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. Dressed to look like characters in the game, engagement rates were high as followers were rewarded with a pleasant surprise. After all, what better way to advertise about a game than to bring it to real life and live it out with gaming influencers?
Beyond playing dress-up, video marketing is also a cost-effective social media strategy that can wow audiences. In a partnership with @monsterenergy, rapper and singer, Fariz Jabba (@farizjabba), used his talents to release a catchy rap song on Instagram. The rap featured Monster Energy’s Mango Loco drink and was a brilliant new way to introduce the product. With over 5k views for the video and followers asking for more in the comments section, Fariz’s creativity and talent was definitely a big plus!
Following the explosion of TikTok and IG Reels, brands are now looking for more exciting ways to connect with their audiences on social media. If you’re interested to find out how to amplify your marketing strategy with videos, check out our other blog on the 4 Biggest Video Marketing Trends in 2021!
Another way is to create exceptional results with limited spending is to appeal to humor which is what @sgagsg did. In a partnership with @lifebuoysg during the Chinese New Year period, they jokingly used Lifebuoy’s hand sanitisers as a decoration for a plant. While this might seem like an evil prank at first glance, @sgagsg highlighted the visual appeal of Lifebuoy’s hand sanitisers and how they looked festive and eye-catching. By using humour to bring the message across, the post received a whopping 9,399 likes and succeeded in attracting the audience's attention.
Besides using memes, @sgagsg also used an alternative way to bring the message across using a comic strip to introduce Samsung’s devices to consumers. By personalising the content to cater to audiences in each Zodiac sign and what Samsung device they should own, Samsung’s products became more relevant to consumers. With personalisation, brands can increase the cost-effectiveness of their campaigns by reaching out to their audiences using targeted messaging that appeals to their needs.
While creative content and humour can increase marketing effectiveness of individual posts, brands can also create greater impact by launching an organic movement that resonates with their target audience.
An example is @gomobysingtel’s #DataforGood campaign encouraging people to spread love, kindness and positivity online to encourage a more mentally well Singapore. The campaign includes a #behindthescreens challenge where users share their screen time & tell what good they have been doing online. By partnering with micro-influencers like @kattariya._, @gomobysingtel was able to create greater awareness within the community while showcasing a positive brand image. Encouraging your target audience to take part in a hashtag campaign is also one of the ways your brand can increase reach organically.
And...that’s not the only interesting campaign! Just last month, Guinness launched a St. Patrick’s Day campaign asking people to nominate their friends and family for half a pint of free Guinness beer at selected bars across Singapore. Popular social media influencer, @j.jaikishan collaborated with Guinness for a social media post where he nominated his mother as his “Saint” for St. Patrick’s Day. The heartwarming post received over 1k worth of likes and helped to raise awareness of the campaign online. By using a unique referral program for audiences’ to nominate “Saints” in their life, Guinness successfully drove online word of mouth on social media platforms. Hence, brands that want to implement cost-effective marketing campaigns can take advantage of the shareability of the virality of social media platforms to boost their referral programs and campaigns.
Last but not least, for cost-effective influencer marketing campaigns, brands can consider working with micro-influencers instead of celebrity influencers. Influencer marketing is considered to be a guerilla marketing tactic on social media as it generates high marketing ROI. Working with micro or even nano-influencers can help to lower cost further and connect your brand with niche communities on social media.
Can’t wait to find out more top performing micro-influencers to work with for an effective influencer marketing campaign? Contact us for a free demo to learn more about our influencer data analytics platform and discover authentic influencers for your brand!
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