“Join the search party” – Learn how posters of missing animals generated lots of attention for this brand! [Thursday: Gorillas of Guerrilla Marketing]
Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.
A Note from Miles Everson:
Have you heard about the term, “guerrilla marketing?”
If you haven’t yet, allow us to give you a brief explanation: Guerrilla marketing is an unconventional, captivating, and impactful marketing tactic that enables a targeted audience to interact with and remember a brand.
Personally, I find this marketing tactic incredibly enjoyable and intriguing because it shows that you don’t always have to be conventional in promoting a brand or product.
Today, let’s take a look at a guerrilla marketing campaign that was conducted in early 2023.
Keep reading below to know how this tour company cleverly generated buzz for its service and offerings!
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Gorillas of Guerrilla Marketing
Imagine coming across a poster of a missing animal during a leisurely stroll in your neighborhood.
Would you take a picture of the poster and share it on social media, or would you unleash your inner detective to find the missing animal?
This is exactly the same situation that passersby faced in the streets of Europe in early 2023!
You see, WeRoad UK, a travel organizer, launched a clever guerrilla marketing campaign that got people in Europe talking about its brand and services both online and offline.
The “Missing Animals” guerrilla marketing campaign involved the placement of posters of missing animals in European cities.
According to WeRoad’s head of Global Brand Marketing, Margherita Galluzzo, the idea behind the campaign came from employees who brought up their experiences of encountering different animal species during their travels abroad.
Passersby who found the posters in the streets of Europe were urged to join the search party for the missing animals by clicking the QR code.
Photo from: Sustain Health Magazine
It’s reasonable to assume that the purpose of the QR code was to give folks a way of working with the persons behind the posters of the missing animals. However, that wasn’t really the case.
When the QR code in these posters were scanned by the unsuspecting passersby, these people were immediately redirected to WeRoad’s website, offering discounts of up to GBP 200 on selected destinations for 2023.
What’s more?
The destinations that were featured were located in countries where the animals in those posters were frequently found or originated from!
Photo from: London Daily News
So, did WeRoad succeed in generating buzz through its “Missing Animals” campaign?
YES!
The posters of missing animals gained lots of attention online as these led over 20,000 website visits. Additionally, word about the campaign spread like wildfire on social media since it was shared on popular platforms like Instagram.
The guerrilla marketing campaign was also featured in reputable media publications like Engage Magazine, Marketing Beat UK, and PR Week UK.
Last but not least, WeRoad experienced a spike in bookings and sales during and after the campaign.
Now that’s what you call an effective guerrilla marketing campaign!
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What can you learn from WeRoad’s “Missing Animals” campaign?
The guerrilla marketing campaign of WeRoad was a success because it resonated with its target audience by taking advantage of the emotional connection people have with animals.
The campaign’s concept of finding missing animals was a surefire way of generating buzz for WeRoad’s brand and services.
This now leads us to our main point: In marketing, forming a strong connection with the target audience is necessary in generating buzz and sales for a brand.
Overall, WeRoad’s “Missing Animal” campaign encourages you to think outside the box. By doing so, you are not only armed with a creative and unconventional marketing approach that can capture attention. More importantly, it can set you apart from competitors and help you stay relevant in a rapidly evolving marketing landscape.
We hope today’s “Gorillas of Guerrilla Marketing” provided you with fresh and unconventional ideas for your next marketing campaign.
See you next Thursday!
(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)
About The Dynamic Marketing Communiqué’s
“Thursdays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Thursday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com
