Guerrilla marketing

This cost-effective advertising strategy, introduced by Jay C. Levinson in 1984, uses unexpected methods to promote an offering or a brand. It aims to leave lasting impressions and generate buzz through unconventional tactics, such as street acts or digital campaigns. Done right, it subtly integrates a brand into consumers’ routines, often going unnoticed as advertising. Take Hermès, for example. The brand, famed for its luxury scarves, took a surprising step by launching a “SilkBar” pop-up in New York. Though the bar had the appearance of a diner, it didn’t serve food; instead, it hosted interactive scarf-tying workshops.