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Guerilla Marketing
As the Covid 19 outbreak has shut all the doors leading to the physical world which has resulted in low foot fall in retail sector, brands are taking a leap of faith forward by initiating guerrilla marketing tactics to expand their reach. It can be witnesses in the advertising budget and of various eminent brands as digital advertising spend surpassed non-digital for the first time in 2019, capturing more than half of all dollars spent by advertisers. However, this tactics is hard to track and evaluation of ROI is quite an irksome task but the exposure and the relationship a brand can make directly with its customers is evidently more effective than any shortcomings.
AR Filter in Guerilla Marketing
AR Instagram filter uplifted the new Gucci Beauty product to users in the digital world amid Pandemic. The “Eyes-o-Matic” filter features a gold robot that digitally applies mascara onto the user, which evokes a sense of living in the future As Gucci advocates its new product as “buildable” for both a subtle or bold look, users can control how many times the robot tops up their lashes.
Traditional TV and billboard commercials are rapidly declining.
When Gucci Beauty launched its first-ever mascara in early March, the brand celebrated with an interactive pop-up shop in Los Angeles. In the warehouse-like space, models including punk singer Dani Miller, who went viral for her imperfect teeth in the brand’s lipstick ads was seen dancing wearing Gucci
That shift has prompted more luxury brands to embrace “guerilla marketing”, or unconventional advertising methods, says Nick Stickland, founder and executive creative director of Odd, an integrated creative agency specializing in consumer marketing for fashion and lifestyle brands.
By creating a buzz or memorable experience in which the user has a sense of authorization while handling the filter , guerilla marketing tactics increase the likelihood that someone who has interacted with the campaign will tell their friends about it. The exact campaign or the awareness of the same can reach millions of people at a time in a playful way not in the form of push marketing. Guerrilla campaigns are lower budget, giving the customers or the leads a chance to know the brand and at the same time to get allure by the products they are offering thus, helping the relieve brands to relieve the pressure of rising customer acquisition costs in online channels.
That shift has prompted more luxury brands to embrace “guerilla marketing”, or unconventional advertising methods, says Nick Stickland, founder and executive creative director of Odd, an integrated creative agency specialising in consumer marketing for fashion and lifestyle brands.
By creating a buzz or memorable experience in which the user has a sense of authorization while handling the filter , guerilla marketing tactics increase the likelihood that someone who has interacted with the campaign will tell their friends about it. The exact campaign or the awareness of the same can reach millions of people at a time in a playful way not in the form of push marketing. Guerrilla campaigns are lower budget, giving the customers or the leads a chance to know the brand and at the same time to get allure by the products they are offering thus, helping the relieve brands to relieve the pressure of rising customer acquisition costs in online channels.
Generally people despise traditional advertisements. Guerilla marketing is a way to enhance the customer engagement in a not so serious way hence not being persuasive.
New technologies and social platforms have also enabled companies to guerrilla market their brand in ways that were not possible before. It has led to more store closures, a decline in retail shop footfall and a greater shift to online shopping. As brands are striving hard to gain profit and keep their feet affirm in the retail environment, being creative can help foster a feeling of community nurturing under the brand's name therefore, paving way for brand loyalty. In the world of social media and retail space brands have to think creatively — online and offline in order to be seen, heard and, most importantly now, shared.
The impact of a successful campaign “lies in the element of surprise, humour and uniqueness”, says Natalie Hughes, founding director of social media agency The Fashion Digital.
When Gucci launched the Instagram account @GucciBeauty for its beauty line dedicated to creative director Alessandro Michele’s “vision of beauty”, it also introduced its first AR filter where users could pick from three different looks, each reminiscent of the renaissance or baroque-period portraits the brand often shares on its feed.
Instagrammers can be seen playing with the AR filter. Many make up artists, beauty bloggers and influencers are creating buzz worthy creativity which are posted by the brand handle itself.
