Guerrilla Marketing is a strategy focused on creativity and unconventional dissemination of a product or service. The goal is to create a memorable experience with limited resources, increasing the impact of the action on the public with a low investment.

The dictionary defines guerrilla warfare as a type of armed struggle in which the enemy is attacked with actions taken by surprise. When applied to marketing, this idea describes unexpected campaigns that are carried out with more creativity than budget. Guerrilla marketing is a strategy used by companies that want to promote products and services in unconventional ways. It is an alternative tactic, designed to create a memorable consumer experience.

For a guerrilla marketing campaign to be successful, it is not necessary to spend large amounts of money. More important is to have creativity and energy. That is why actions of this type are often carried out in public places with a large circulation of people. Although it is known today for campaigns that go viral, guerrilla marketing appeared before the Internet, in the media traditional.

The concept was created by the American writer Jay Conrad Levinson, who in 1984 published the book "Guerrilla Marketing", with a concept inspired by the Vietnam War. With the abandonment of more traditional channels, the idea was also migrating to the virtual environment. Today, the measure of success of a guerrilla marketing campaign is the viralization in social networks. It is an alternative for small companies, because it allows, through creative solutions, to reach their target audience without the high investments of traditional media. In large companies it is an additional strategy to their campaigns.

By implementing Marketing Communication actions aimed at transforming the information conveyed about products and services into perceptions about their attributes and positioning, SayU awareness development around the brand and the organization.





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