Unorthodox Marketing Campaigns

"I shall be telling this with a sigh

Somewhere ages and ages hence:

Two roads diverged in a wood, and I—

I took the one less traveled by,

And that has made all the difference." - Robert Frost

To first talk about Unorthodox Marketing (aka guerrilla marketing), we must establish the meaning behind it. Simply put, it is the use of non-traditional tactics to promote a product, service, or brand. It often involves creative and unexpected approaches - risk-taking, to capture the audience’s attention and stand out in a crowded marketplace.

Here are some examples to give you that ah-ha moment.

The Ice Bucket Challenge: A Chilling Success

Have you heard of amyotrophic lateral sclerosis, or ALS? I can give you three words to "refresh" your memory... Ice Bucket Challenge.

The concept was simple: dump a bucket of ice water on your head and challenge three people to do the same within 24 hours. If they didn't pour ice water on their heads, they were asked to donate to ALS research. Not only did this challenge raise millions of dollars that year, but it also created nationwide awareness of this neurological condition.

Dollar Shave Club: Shaving with a Smile

Another great example is Dollar Shave Club. They took a boring topic (like shaving) and made it entertaining. When you see a men's shaving ad on TV, can you pick out which company the ad is for? Normally, you see a guy in front of a mirror shaving, and millions of dollars are spent on creating and launching this ad. Dollar Shave Club, however, took a different approach. They went behind the scenes of their factory and added some humor to it, without really showing the product. A simple minute-and-a-half YouTube video garnered over 12,000 new orders that day (if I am not mistaken, I believe their site even crashed for a bit due to so many signups).

IKEA's Moving Showroom: Home on the Monorail

Not all guerilla marketing is digital. Let's take IKEA, for example. They wanted to promote their new location in Tokyo. Their store happened to be near a train station. IKEA had this brilliant idea to transform an entire monorail into a showroom. The concept: they can turn even a monorail into a great living space. Plush couches and pillows were placed, food and coffee were served on end tables, and vibrant colors of rugs and wall hangings were placed throughout the cars. It was a great surprise and treat to those commuting in the morning. And their idea? Successful.

Conclusion: The Power of Unorthodox Marketing

Unorthodox marketing campaigns show us that stepping outside the box can lead to remarkable results. Whether it's dumping ice water on our heads, turning a mundane task like shaving into a laugh riot, or transforming a commuter train into a cozy showroom, these creative strategies capture our attention and leave a lasting impression.

The key takeaway? Don't be afraid to take risks and think differently. In a world saturated with conventional advertising, it's the unexpected and the imaginative that truly stand out.

What about you? Have you encountered any memorable guerrilla marketing campaigns? Share your experiences in the comments below and let’s keep the conversation going!