Guerrilla Marketing Strategy, a marketing strategy that utilizes unconventional and unexpected tactics to promote a product or service. Guerrilla marketing aims to generate excitement and interest in a product or service by employing novel and unexpected strategies. Thinking outside the box is one of the most important elements of Guerrilla marketing. Instead of using traditional advertising methods, such as television, print, or mail ads, guerrilla marketers use unique and unexpected tactics to capture the attention of potential customers. Viral videos, flash mobs, street performances are examples of the strategy. Making fun and a memorable experience that people will talk about to spread the word about is the signs of successful execution, but not necessarily positive outcomes.
Guerrilla marketing can be highly effective when done correctly, but it is important to note that it can also be risky. The unconventional nature of the tactics means that there is a higher likelihood of failure. It is essential to be prepared for potential backlash if things don’t go as planned. Furthermore, Guerrilla marketing campaigns should be carefully planned and executed to ensure that they align with the overall brand strategy and messaging.
Before I came to the U.S, I was living in Saudi Arabia. I have witnessed the Guerrilla marketing campaign for the first time. The Saudi Banks have lunched this marketing campaign called “Khakaha Lk”, which means keep it to yourself, referring to personal banking information. There are many people are been defrauded by fraudulent that would call people, pretending to be a bank representative, and ask for their confirmation codes or personal banking information. Many people have fallen into these kinds of frauds and lost a lot of money. The communication objective of this campaign was to raise awareness of the population of Saudi Arabia on financial fraudulent acts and fighting fraudsters.
It first started in street signs, then TVs and radio. Last stage was executed after a while of the first stage, which was a group of people on streets wearing a thief mask. Those group of people would enter restaurants or malls and making an eye content with random people; and they tell them that “We are coming for you”. This campaign went viral, people were talking about everywhere and all the time. In social media platforms such as Twitter, the hashtag associated with this campaign was top trending for couple of days since the launch of the last stage, which was a group of people walk on the streets. I believe that 80% of the population of Saudi Arabia interacted with the campaign.