Unconventional and guerrilla marketing strategies have proven to be highly effective in capturing consumer attention and creating buzz for brands. By eschewing traditional advertising methods, these innovative approaches often rely on creativity, surprise, and unconventional placements to engage and resonate with audiences. Whether through viral social media campaigns, unexpected public stunts, or under-the-radar direct mail, unconventional and guerrilla marketing tactics have the power to generate substantial brand awareness, foster deeper customer engagement, and ultimately drive business results in a memorable and cost-effective manner.
UNCONVENTIONAL & GUERILLA
CASE STUDIES:
TRINET HR
Unconventional OOH / DM
CHALLENGE: TriNet, a leading provider of HR solutions for businesses, sought innovative strategies to maximize the impact of its advertising campaign. While backed by a substantial budget, the goal was to introduce cost-effective enhancements that would expand the campaign’s reach, increase engagement, and amplify brand awareness,
SOLUTION: We expanded the campaign by deploying experiential marketing, guerrilla tactics, and creative direct mail strategies, extending its reach. We transformed everyday spaces into impactful brand messaging opportunities by leveraging unique business-related touchpoints, such as elevators and other high-visibility office features.
AMBASSADOR TOYS
Guerilla
CHALLENGE: Ambassador Toys, a specialty toy store known for its educational and quality toys, sought creative strategies to raise brand awareness unexpectedly. The goal was to create innovative methods to engage new audiences.
SOLUTION: In a playful execution, we transformed a simple coupon into an engaging game for children and parents, designing it as a colorful placemat. These placemats were strategically distributed to nearby restaurants, providing families with a fun dining experience while offering an incentive to visit Ambassador Toys afterward. This approach successfully increased foot traffic, strengthened brand engagement, and drove a notable rise in sales.
OOMA OFFICE
Unconventional Direct Mail
CHALLENGE: Ooma Office, a business VoIP phone solutions provider, aimed to create a high-impact direct mail piece targeting a select group of prospects. Aware that traditional direct mail is often overlooked and discarded, they sought to develop a standout piece that would immediately capture attention and drive strong engagement and conversions.
SOLUTION: We created a unique direct mail campaign titled “Our VoIP Service Comes with Zero Baloney.” We used a vintage-style lunchbox as the delivery vehicle to make a lasting impression. This attention-grabbing approach not only stood out from typical mailers but also successfully increased engagement, strengthened brand recall, band drove sales.
FACT:
Statistical data unequivocally reafirms the effectiveness of guerrilla and unconventional creative strategies compared to conventional approaches. A comprehensive analysis of marketing campaigns across industries reveals that guerrilla tactics generate a 28% higher engagement rate, as measured by CTR and social media interactions, when compared to traditional methods. Furthermore, the cost per conversion for guerrilla efforts stands at a notable 43% lower cost than their conventional counterparts. This disparity in results underscores the potential for substantial savings and superior outcomes when brands embrace unconventional creativity in their advertising efforts, making it a smart choice for marketers looking to maximize their return-on-investment and efficiently achieve their objectives.
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WEBROOT ANTIVIRUS
Unconventional Direct Mail
CHALLENGE: Webroot, a leader in cybersecurity solutions, sought to launch a direct mail campaign targeting businesses to increase lead generation and conversions. While they had previously executed direct mail initiatives, they wanted a fresh, innovative approach that would minimize waste while maximizing engagement.
SOLUTION: We took an unconventional and engaging approach to Webroot’s marketing by creating a comic book titled “The Un-Adventures of Clay Sparks.” The story followed a lucky IT manager who repeatedly escaped cyber threats—not through skill, but sheer luck. The campaign successfully increased engagement, and drove lead conversions.
WEBROOT ANTIVIRUS
Unconventional DM 1
WEBROOT ANTIVIRUS
Unconventional DM 2
WEBROOT ANTIVIRUS
Unconventional DM 3
MICRO FOCUS
Unconventional Direct Mail
CHALLENGE: Micro Focus, a global leader in enterprise software solutions, sought to launch a targeted direct mail campaign aimed at a carefully selected group of prospects. The objective was to create highly engaging and compelling content to capture attention, drive meaningful engagement, and boost lead generation.
SOLUTION: We created an innovative direct mail campaign, designing the mailers to resemble pizza boxes to capture attention instantly. The strategy included a unique incentive—recipients who engaged with a Micro Focus sales representative would receive an authentic New York pizza as a reward. This concept was highly successful.
MICROFOCUS
Unconventional DM
MICRO FOCUS
Unconventional DM
CHALLENGE: Micro Focus, a global leader in enterprise software solutions, sought to launch a fresh and innovative direct mail campaign to increase membership in their User Group while driving high-quality leads for conversion.
SOLUTION: We developed a clever and inventive direct mail campaign, designing a shell package containing a jawbreaker to reinforce the message playfully. Using pun-driven humor, the campaign emphasized that joining the Micro Focus User Group would be a jaw-dropping experience with valuable insights and benefits.
WEBROOT ANTIVIRUS
Unconventional DM
CHALLENGE: Webroot aimed to connect with IT managers and decision-makers within enterprises, with the goal of enhancing awareness about Webroot and its role in safeguarding computer systems against cyber threats.
STRATEGY: We conceived a clever and unconventional direct mail piece designed as a detergent box, humorously playing on the pun “Webroot keeps your computers clean.” We included marketing materials and some exciting swag items inside the box.
OOMA
Unconventional
Welcome Kit
CHALLENGE: Ooma, a leading provider of cloud-based communication solutions, set out to create a distinctive welcome kit designed for distribution at tradeshows and as a warm introduction for newly enrolled members.
STRATEGY: We designed a custom welcome kit in the shape of a basketball jersey, seamlessly aligning with the basketball-themed partnership program campaign. Inside, the kit featured engaging marketing materials and branded promotional items, reinforcing Ooma’s team-oriented approach to business partnerships. .
