“Join the search party” - Learn how posters of missing animals generated lots of attention for this brand!
Personally, I find this marketing tactic incredibly enjoyable and intriguing because it shows that you don’t always have to be conventional in promoting a brand or product. Today, let’s take a look at a guerrilla marketing campaign that was conducted in early 2023. Keep reading below to know how this tour company cleverly generated buzz for its service and offerings!
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“Join the search party” - Learn how posters of missing animals generated lots of attention for this brand! Imagine coming across a poster of a missing animal during a leisurely stroll in your neighborhood. Would you take a picture of the poster and share it on social media, or would you unleash your inner detective to find the missing animal? This is exactly the same situation that passersby faced in the streets of Europe in early 2023! You see, WeRoad UK, a travel organizer, launched a clever guerrilla marketing campaign that got people in Europe talking about its brand and services both online and offline. The "Missing Animals" guerrilla marketing campaign involved the placement of posters of missing animals in European cities. According to WeRoad's head of Global Brand Marketing, Margherita Galluzzo, the idea behind the campaign came from employees who brought up their experiences of encountering different animal species during their travels abroad. Passersby who found the posters in the streets of Europe were urged to join the search party for the missing animals by clicking the QR code.
It’s reasonable to assume that the purpose of the QR code was to give folks a way of working with the persons behind the posters of the missing animals. However, that wasn’t really the case. When the QR code in these posters were scanned by the unsuspecting passersby, these people were immediately redirected to WeRoad’s website, offering discounts of up to GBP 200 on selected destinations for 2023. What’s more? The destinations that were featured were located in countries where the animals in those posters were frequently found or originated from!
So, did WeRoad succeed in generating buzz through its “Missing Animals” campaign? YES! The posters of missing animals gained lots of attention online as these led over 20,000 website visits. Additionally, word about the campaign spread like wildfire on social media since it was shared on popular platforms like Instagram. The guerrilla marketing campaign was also featured in reputable media publications like Engage Magazine, Marketing Beat UK, and PR Week UK. Last but not least, WeRoad experienced a spike in bookings and sales during and after the campaign. Now that’s what you call an effective guerrilla marketing campaign! — What can you learn from WeRoad’s “Missing Animals” campaign? The guerrilla marketing campaign of WeRoad was a success because it resonated with its target audience by taking advantage of the emotional connection people have with animals. The campaign’s concept of finding missing animals was a surefire way of generating buzz for WeRoad’s brand and services. This now leads us to our main point: In marketing, forming a strong connection with the target audience is necessary in generating buzz and sales for a brand. Overall, WeRoad’s “Missing Animal” campaign encourages you to think outside the box. By doing so, you are not only armed with a creative and unconventional marketing approach that can capture attention. More importantly, it can set you apart from competitors and help you stay relevant in a rapidly evolving marketing landscape. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how one blender company used guerrilla marketing to advertise its products? See it in next week’s article! |
