Guerrilla marketing and commentary: non-standard ways of promotion

We understand the digital tools of guerrilla marketing together with Nina Zinchenko, co-owner of the PR agency 2L.

Creatives have been worked out, targeting is accurate, and the budget has been mastered. But instead of a surge in sales, there is silence. Is it familiar? Today, consumers don’t just ignore ads—they’ve developed an immunity to them. At the same time, the demand for high-quality content and live communication is only growing. Guerrilla marketing flourishes in this contrast. This is not a substitute for traditional advertising, but an independent tool. Its strength lies in relevance and ability to build a trusting dialogue with the audience, without loud slogans and intrusive appeals.

Nina Zinchenko, co—owner and lead account manager of the 2L communications agency, explains how digital guerrilla marketing tools work.

What is guerrilla marketing?

Guerrilla marketing, in the classical definition, is a strategy for promoting goods and services with a minimal budget, based on the originality of solutions and the nativeness of brand integration.

It includes, among others:

• Hidden advertising (product placement).
• Viral content and gamification solutions: memes, challenges, mini-games, witty videos that users themselves send to each other.
• Interactive zones and creative event formats offline.
• Geppermarketing technologies (QR codes, projections).
• Hidden marketing (buzz marketing): unobtrusive mentions by bloggers or opinion leaders.
• Creation of micro‑communities: niche chats, private interest clubs with careful brand involvement.
• Comments: actively participate in discussions on relevant sites, forums, under the posts of competitors or influencers.

But since many of the above have been allocated to separate areas (viral solutions, product placement), or are associated with the main tool niche (event marketing, SMM), today we usually mean working with comments by guerrilla marketing.

Comments as a guerrilla marketing tool

In the field of reputation management, comments are a powerful but underrated tool. Its essence is not to thoughtlessly and massively sow advertising messages, but to appear and communicate where your audience is: in thematic groups, under expert posts, on specialized forums. This can be done by both company representatives and partisans. Both are useful.

We wrote about how the brand itself can operate in niche communities quite recently. In this article, we will focus on the partisans. In simple terms, partisans are «mercenaries» who, in the role of ordinary users, leave recommendations, comment, and direct the discussion in the right way. This method creates the effect of «natural» approval and involves users in informal communication. Where and how it works:

• Answers to questions from other participants in chats and forums: with unobtrusive recommendations, links to useful materials (for example, on your website or on the blog of the CEO).
• Inclusion of the brand in current topics. For example, in a discussion of a popular TV series, write about the hero’s favorite dish and that it can be ordered at your cafe. 
• Support for a product or service through personal experience. Especially under opinion leaders’ reviews, comparisons, and integrations.
• Smoothing corners in case of negativity. For example, someone posted a video or a review with complaints about the manufacturer of wall paint. The brand can respond officially with information and links to instructions for use, and the guerrillas can shift the focus with questions: «What was the primer for the paint? How many layers were applied?» etc. Naturally, all this makes sense only if the truth is on your side.

Where is the line and how not to cross the ethical line?

See. Mass mailing of a template offer, intrusive advertising, attempts to insert themselves into a conversation without understanding the context are spam. Deliberately false product information, sugary laudatory reviews from non—existent customers are misleading and deceptive. Negativity about competitors is generally black PR or, even worse, slander.

We can’t speak for everyone, but in 2L, commentary marketing through guerrillas is about appropriate participation in a discussion, meaning, wit, facts, and necessarily honesty. Today, sincerity is generally the No. 1 value in interacting with the consumer. What exactly does this mean?

• Openly declare both the advantages and disadvantages of the product. It is better to admit that this washing machine is noisy, because it is unrealistically powerful, and this one is as quiet as possible, however, with a load of up to 5 kg.
• Respect the rules of the sites and communities. Don’t push links where it’s not accepted. Maintain the local tone of voice.
• Not to attack competitors. It is unprofessional.
• Add value to messages, whether it’s information, problem solving, or just humor…

When you act honestly and with respect for your target audience, even an unconventional approach will be perceived positively.

Nina Zinchenko, co-owner and lead account manager of 2L agency

«Don’t forget that the guerrillas are part of the overall marketing and PR strategy. If you actively comment on social media, but the message doesn’t match what the official website or staff are broadcasting, people will get confused. The messages should be unified.»

Conclusion

Digital guerrilla marketing and, in particular, commentary is not a magic wand, but a technology that needs to be used wisely. Its strength lies in surprise, virality, and the ability to speak to a target audience in their language. But in order to achieve a real effect, it is important to keep in mind three things: naturalness, ethics, and unity of messages within the overall strategy. In this case, even a small budget can bring impressive results.

Would you like to learn more about how to enhance your reputation through guerrilla marketing or an online commentary program? — Leave a request using the button below or email us at sales@2l-pr.ru