How do you create a memorable and viral guerrilla marketing message that resonates with your target audience?

Guerrilla marketing is a type of marketing that uses unconventional methods to get people's attention. It can be a great way to reach your target audience and create a memorable impression.

Ultimately what links together all the content they have shared, aim to find out why they choose to share this instead of other content. What do they respond to, what have they shared, where are they most likely to consume your content. When it comes to emotion, what kind of emotion has usually translated into a share or like or comment, what has driven the response to the campaign.

But not too original. People respond to things that are new, but familiar. Study other viral campaigns in your space or industry. Don't be afraid to imitate (but not outright copy) elements from other creators.

Your message should be unique and stand out from the crowd. It should also be relevant to your target audience. Be unexpected and surprising. People are more likely to remember something that catches them off guard. Be creative and engaging. Your message should be creative and engaging. It should make people think, laugh, or feel something.

On the controversy side, I say if you believe in it, let the controversy come! It will definitely help with increasing your reach and engagement. As far as measurements, yes! Once you've laid out goals find some metrics you can measure to track the efficacy of those goals overtime and against future campaigns. Sometimes, when you are just starting to look at your data, it can seem kind of inconsequential, but the data overtime will be invaluable.

Be interactive and participatory. Encourage people to interact with your message and share it with others. Be measurable and trackable. Make sure you can measure the results of your guerrilla marketing campaign so you can see what's working and what's not.

Encourage people to interact with your message and share it with others. Here are some examples of successful guerrilla marketing campaigns: Oreo's "Dunk in the Dark" campaign. In 2013, Oreo ran a successful guerrilla marketing campaign during the Super Bowl blackout. The company tweeted a picture of an Oreo cookie floating in a glass of milk with the caption, "You can still dunk in the dark." The tweet went viral and helped Oreo generate a lot of positive buzz. Red Bull's "Stratos" jump. In 2012, Red Bull sponsored Felix Baumgartner's jump from the edge of space. The jump was a huge success and was watched by millions of people around the world. It helped Red Bull generate a lot of positive publicity and brand awareness.

Be original and creative. Your message should stand out from the crowd. Don't be afraid to be creative and think outside the box. Be relevant to your brand. Your message should be consistent with your brand identity and values. It should also be relevant to your target audience.

Be unexpected. One of the best ways to create a viral marketing campaign is to do something unexpected. This could mean anything from staging a flash mob to creating a viral video. The goal is to surprise and delight your audience, and make them want to share your message with others. Be flexible and adaptive. Things don't always go according to plan, so it's important to be flexible and adaptive. If your campaign doesn't get the response you were hoping for, don't be afraid to change things up. The key is to keep trying new things until you find something that works.

I think the key word here should be “disruptive.” Guerilla is about the art of surprise - showing up where lease expected to entertain and engage and of course, create a brand memory with consumers.

Here are some examples of memorable and viral guerrilla marketing campaigns: The Dove Real Beauty Sketches campaign. In this campaign, Dove asked people to describe themselves to artists, who then created sketches of their descriptions. The results were often surprising and showed that people have a negative self-image. The campaign was a huge success, and it helped to change the way people think about beauty. The Old Spice "The Man Your Man Could Smell Like" campaign. In this campaign, Old Spice created a series of funny and unexpected commercials that featured actor Isaiah Mustafa. The commercials were a huge hit, and they helped to make Old Spice one of the most popular brands of men's deodorant.

Some of the best guerilla marketing doesn’t follow anything that this article notes. Most follow the rules of culture jamming, a practice of poking fun of culture at the expense of gaining attention. Most are carried out physically in one place but with the scaling of the Internet can go global quickly and reach mass audience. A way to go viral but not using just digital means. The best things to read or watch to understand this phenomenon are: 1. Culture Jam by Kalle Lasn 2. The movie “Exit Through the Gift Shop” 3. Guerilla Marketing by Jay Conrad Levinson

The main challenge with guerrilla marketing is that it can be difficult to stand out from the crowd. There are so many guerrilla marketing campaigns out there, and it can be hard to make yours memorable and effective. There is so much noise and brands all clamoring for attention. Another challenge is that guerrilla marketing can be expensive. While it doesn't require a large marketing budget, it does require a significant investment of time, energy, and creativity. It's also risky. If your campaign is not well-executed, it can backfire and damage your brand.

Be ready to change the way your company or product is positioned. Dove offers a lot of products but most famously, a basic bar of soap. But after a few successful guerrilla campaigns, it is known for being much more than soap - a strong advocate for self-esteem, positive body image, hair acceptance at work, etc. You may not sit down and determine you want to be known for "hair acceptance at work" but if a campaign goes viral that often comes with your psychological positioning changing in the consumer's mind. Lean into it.

A big note: Guerilla is more often than not inexpensive to creatively deploy. Gather the spare change in the seat cushions and have at it - it’s sort of risk-free opportunity to umm, monkey around and generate buzz!