Digital Marketing Dictionary

What is Guerrilla Marketing?

Guerrilla marketing is a technique that can be applied in both digital and online marketing and consists of creating the maximum impact on users while minimizing expenses; through creativity, they seek to make their campaign a viral phenomenon.

The term guerrilla marketing began to be used by Jay Conrad Levison, who was inspired by paramilitary gangs or guerrillas, having few resources and only the element of surprise to their advantage.

Therefore, we could say that guerrilla marketing is all about making the most of resources.

Advantages of Guerrilla Marketing

  • You don’t need to invest large amounts of money in advertising campaigns
  • In case of being a star-up or being a having new product, you can make it known in a short time.
  • It shows dynamism and ingenuity, in a world where advertising is everywhere, making a difference; and surprising is synonymous with success.
  • You’re more likely to become a viral phenomenon
  • Knowing which social network to use makes it easy to impact your target audience.

In short, with guerrilla marketing we look to obtain the best results at a low cost by going all out using humor, virality, all the resources we have at our disposal and imagination, even using unconventional methods.

Types of guerrilla marketing

Viral campaigns

With the advent of social networks, it is perhaps the advertising technique that has reported the best results in recent years. The generated content is shared and disseminated giving a great diffusion at a very low price.

Environmental advertising

This technique, despite being in the offline world, has positive results on social networks.  Users can take a funny photo in the environment that you have created and upload it to social networks, tag yourself and thus gain greater visibility. Why not? More followers.

Experience Campaigns

These campaigns seek to involve the public directly and to involve them in your campaign in a direct way.


This group includes flashmobs, where a group of people perform an unexpected show in open spaces.

The main objective is to attract the attention of users and encourage interaction. Encourage your followers to be part of your campaign: with challenges in Tik Tok or Instagram posts and stories.

Create your guerrilla marketing campaign

  1. Identifying your buyer persona is the starting point for any marketing campaign; first of all, you must be very clear about the person you are going to target. For example, if your buyer persona is a young and dynamic person, create a Tik Tok challenge; on the other hand, if you are looking for a more mature audience, create sweepstakes in the Instagram statuses so that they share your content.
  2. Detect which are the best channels of contact: traditional advertising, email marketing with the help of our platform, SMS or viral advertising through social networks as mentioned in the previous point.
  3. Define your own SMART objectives: this is a very important part of any marketing plan or campaign you want to carry out. It consists of setting real objectives that are specific, measurable, achievable, relevant and with a set timeframe for achievement.

Best examples of guerrilla marketing

Not only small businesses with few resources use this marketing, large companies have launched unique campaigns to surprise their users. Here are the best examples:


The iconic red of this brand is unmistakable, and wherever we go we can find their latest ingenious idea; this image defines it perfectly, everywhere in the world they know and enjoy this soft drink.


If when we talk about the color red you think of Coca-Cola, it is very likely that if we say blue, one of the brands that comes to mind is NIVEA, that cream with an unmistakable scent and multiple benefits that we have known since our grandmothers. With the arrival of summer, it launched this campaign to fight cellulite. What do you think about it?

Guerrilla marketing as a protest

This image belongs to the Russian embassy in Helsinki as a protest against the approval of Russian laws discriminating against the LGTBIQ+ community.

Guerrilla marketing in public transportation

Buses travel around our city every day and this bus is one of the most original ideas to advertise the city zoo.

And you? Have you ever carried out a guerrilla digital marketing campaign? Feel free to share it with us.