Can the future breathe again? Here’s how this firm’s campaign brought attention to air pollution in 2015!

Thursday: Gorillas of Guerrilla Marketing FROM THE DESK OF MILES EVERSON: With more than 3 decades of industry experience, I’ve seen how marketing greatly affects a brand’s success. One strategy that stands out the most to me is guerrilla marketing. According to Jay Conrad Levinson, this type of campaign is simple to appreciate, easy to execute, and inexpensive. Today, allow us to share with you a brilliant example of a guerrilla marketing campaign. Keep reading to discover how this company raised awareness about a critical environmental issue. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Can the future breathe again? Here’s how this firm’s campaign brought attention to air pollution in 2015! Industrialization led to significant technological advancements and economic growth. Unfortunately, the developments brought on by this process also introduced an environmental change that negatively impacts human health—air pollution. With this in mind, how can large groups of people or organizations be inspired to take actions that would mitigate air pollution? In 2015, Xiao Zhu, a Chinese air purifier company, wanted to highlight air pollution as a pressing environmental concern. To do this, the firm came up with a unique way to address the problem. Xiao Zhu’s answer? An advertisement video featuring smoke art! China is known for its bustling industrial sector, characterized by the nation’s numerous power plants, cutting-edge factories, and extensive transportation systems. While these power plants, factories, and transportation networks bring numerous advantages, they’re also responsible for worsening air pollution in many parts of the country. In light of this alarming situation, Xiao Zhu took a step forward to tackle the environmental problem by releasing a video titled “Breathe Again.” The video kicked off by flashing the estimated count of people who lost their lives due to illnesses caused by air pollution. What stood out was that a significant portion of these casualties were CHILDREN! Acknowledging this fact, Xiao Zhu’s video featured faces of Chinese children expressing negative emotions like distress, suffering, and suffocation against the backdrop of billowing factory smoke. Aside from evoking strong emotions and grabbing attention, the video told a powerful story that shed light on the environmental and humanitarian damage caused by air pollution. If you look closely, you’ll notice that Xiao Zhu’s guerrilla marketing campaign focused on factories. This implied that power plants were the primary culprits behind the air pollution in China. Lastly, the video ended with this striking catchphrase: “Clean the air. Let the future breathe again.” This statement urged both viewers and concerned authorities to undertake initiatives to combat the negative effects of air pollution, ensuring a healthy environment for future generations. Was Xiao Zhu’s “Breathe Again” Campaign Successful? YES! Following the launch of the guerrilla marketing campaign, Xiao Zhu faced criticisms from factory owners for speaking up about air pollution. Nevertheless, this reaction didn’t stop the public from gaining awareness, as the initiative amassed over 17 million social media impressions. What else? The guerrilla marketing initiative generated USD 3.15 million worth of media coverage, and the company’s website reached 4.8 million at the height of the “Breathe Again” campaign. Moreover, a week after the campaign’s release, Xiao Zhu obtained a 38% increase in its brand awareness. In addition to these results, Xiao Zhu’s “Breathe Again” campaign received the following accolades: Clio Awards 2015: Bronze Winner for Public Relations - Product/Service: Environmental Category Cannes Lions 2015: Outdoor Gold - Ambient: Non-formatted Digital Outdoor Media Bronze - Product & Service: Corporate Image & Communication PR Bronze - Sectors: Other Consumer Products Red Apple International Advertising Festival 2015: Silver - Outdoor Advertising: Durable Goods A round of applause to the company and the people behind the “Breathe Again” guerrilla marketing campaign! — What is the lesson that can be gained from Xiao Zhu’s guerrilla marketing campaign? Xiao Zhu generated buzz for its brand by raising public awareness and inspiring action about an important environmental concern through a guerrilla marketing campaign. By doing this, the firm showed that it wasn’t just after profits, it was also committed to a better future. The "Breathe Again" campaign served as a rallying cry to protect human health, preserve the environment, and actively contribute to a sustainable future. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.     Do you want to know how this South Korean girl group used guerrilla marketing to connect with their fans? See it in next week’s article!