Fiat Growth Newsletter #11

The Art of Guerrilla Marketing

Hey, it’s Fiat!

This issue takes just 7 minutes to read. Short on time? Here’s the quick rundown:

• The Art of Guerrilla Marketing: Unconventional campaigns that show you don’t need a massive budget to make a massive impact. From Spotify’s “A Song for Every CMO” to Folgers’ steam-powered coffee manhole covers and Severance’s surreal Grand Central activation, these examples redefine creativity.

• Why It Matters: In a world dominated by video, audio, and hyper-targeted campaigns, guerrilla marketing is helping brands cut through the noise and deliver real results.

Happy reading,

Team Fiat 🚀

The Art of Guerrilla Marketing

Creative Ideas That Deliver Big Results

In today’s crowded digital landscape, where AI is driving down the cost of producing quality content, guerrilla marketing stands out as a bold, creative strategy to truly break through. These campaigns aren’t just about making noise—they’re about creating tangible, real-world moments that resonate deeply and spark authentic buzz.

When done right, the perfect campaign at the right moment doesn’t just generate attention; it ignites conversations, builds meaningful connections, and turns audiences into advocates.

Why Guerrilla Marketing Works for Any Brand

It’s easy to think guerrilla marketing is only for big brands with massive budgets, but the truth is, it can work for anyone. The key is targeting your Ideal Customer Profile (ICP) with campaigns designed specifically for them. Awareness doesn’t have to be broad—it can be hyper-focused.

Instead of trying to replicate large-scale activations like Doritos wrapping the Luxor or Severance transforming Grand Central, look for inspiration in smaller, impactful ideas.

• Personalized Songs: Use tools like Suno.ai to create custom songs for top prospects, securing their attention in a way that feels personal. (See spotify example below)

• Meet Your Customer Where They Are: Buy billboards with tailored messaging surrounding the offices of your largest B2B prospects or the locations of your most prized B2C customers exist.

Guerrilla marketing isn’t about size—it’s about creativity. By scaling these ideas to fit your goals, you can create memorable experiences that engage your audience, drive authentic connections, and deliver outsized results. Let these campaigns inspire your next bold move.

A Few of Our Favorite (New & Old) Guerrilla Marketing Campaigns:

1. Apple TV+: Severance Season 2 Pop-Up Activation

• What They Did: Grand Central Terminal was transformed into a surreal office space, immersing commuters in the show’s narrative.

• Why It Worked: The immersive activation brought the show to life and generated viral video content that extended its reach beyond New York.

• Learn More: Watch the activation below.

2. Jimmy Fallon & Bad Bunny’s NYC Subway Takeover

• What They Did: Bad Bunny and Jimmy Fallon performed a surprise show in a New York City subway station, blending live music, video, and human connection.

• Why It Worked: The cultural moment created massive buzz, perfectly energizing the album’s launch while showcasing the artists’ connection with fans.

• Learn More: Watch the performance below.

3. Spotify’s “A Song for Every CMO”

• What They Did: Spotify created personalized songs for 14 CMOs, highlighting their hyper-targeting capabilities for advertising.

• Why It Worked: By personalizing the campaign, Spotify Advertising saw a 75% YOY growth and surpassed $1 billion in ad revenue.

• Learn More: Watch campaign below.

4. Folgers Coffee: Steam-Powered Awareness

• What They Did: Folgers transformed mundane manhole covers in NYC into steaming cups of coffee by overlaying them with creative decals that allowed steam to rise through the design.

• Why It Worked: The campaign cleverly turned an everyday urban feature into an attention-grabbing moment, aligning the visual of steaming manholes with the comforting warmth of a hot cup of coffee. The unexpected placement and creative execution ensured Folgers stayed top-of-mind for busy New Yorkers.

• Learn more: Explore the campaign here.

5. Liquid Death & Yeti’s Casket Cooler

• What They Did: To celebrate Halloween, Liquid Death partnered with Yeti to create a life-sized casket cooler, combining edgy branding with seasonal relevance.

• Why It Worked: The unique and memorable activation resonated with fans and amplified both brands’ bold identities.

• Learn More: Watch the campaign below.

6. Doritos’ Luxor Hotel Wrap for Super Bowl

• What They Did: Doritos turned the Luxor Hotel in Las Vegas into a giant Doritos chip to generate buzz ahead of the Super Bowl.

• Why It Worked: The bold visual stunt dominated social media and positioned Doritos as a standout in the crowded Super Bowl marketing space.

• Learn More: Explore the campaign.

7. Airbnb’s ‘Up’ House Stay

• What They Did: Airbnb brought Disney Pixar’s Up to life by offering guests the chance to stay in the movie’s iconic house, fully recreated for an unforgettable experience.

• Why It Worked: By blending nostalgia with experiential marketing, Airbnb created a magical, shareable moment that tapped into fans’ emotional connections with the beloved film, all while showcasing their unique travel offerings.

• Learn More: Explore campaign here.

Takeaways for Brands

• Prioritize Video & Audio: These mediums dominate digital algorithms and drive engagement, making them essential for creating shareable, impactful campaigns.

• Embrace Real-Time Interaction: Meeting your audience in their environment creates memorable, in-the-moment experiences that foster genuine connections.

• Innovate Within Your Budget: Financial constraints can inspire creativity. Smaller, well-targeted campaigns can deliver outsized results with a high ROI.

• Focus on Authenticity: Campaigns that feel genuine and resonate emotionally with audiences are more likely to build trust and create buzz.

• Hyper-Target Your ICP: Design campaigns that speak directly to your Ideal Customer Profile (ICP). For example, if your audience is CIOs in cybersecurity, craft a focused activation that caters to their interests and professional needs.

• Combine Awareness with Conversion: Guerrilla marketing can do more than build awareness—when designed thoughtfully, it can also drive user acquisition and customer engagement.

Fiat Growth’s Take: Why Guerrilla Marketing Matters

At Fiat Growth, we’re passionate about blending creative guerrilla marketing with performance-driven strategies. By leveraging video, audio, and hyper-targeted campaigns, brands can create standout moments that drive meaningful impact and lasting results.

That’s all for this edition. Cheers!

Fiat Growth Team