Guerrilla marketing Archives - YouCom

Yarn Bombing

Philip Wimbledon — Wed, 31 Jul 2019 13:48:51 +0000

Guerrilla Marketing is a form of advertising that can be highly effective. It is where a company uses unconventional and often unexpected interactions with the public that promote a product or service or brand.

Yarn Bombing is one form of Guerrilla Marketing. In short it is where pre-crocheted squares or other large segments of material are suddenly sewn together with a few quick inter-linking stitches to form a colourful change of an ordinary everyday outdoor object (shown above a tree).

Guerrilla marketing uses a series of techniques to establish direct contact with customers. If the goal is to create an emotional reaction in potential customers (which it is) then Yarn Bombing ticks all the boxes.

The ultimate goal of advertising is to get others to remember products, services or brands in a different way than they are accustomed to (because that cuts through the advertising noise). Yarn Bombing such as that shown outside the museum of Comic Art in Frankfurt, Germany on a previously unambiguous sculpture of a moose*, certainly achieves memorability.

In 2013 Toyota commissioned the Yarn Bombing group known as Knit the City to create an outdoor advertising and guerrilla marketing piece. As Toyota are the sixth largest company in the world (by revenue as of late 2018), Yarn Bombing is no longer the province of ‘risk-taking young brands’ but should be considered by all marketing managers.

Knit the City is a group of “graffiti knitting and crochet” street artists founded in London, UK in 2009 and consist of four members known as Deadly Knitshade, The Fastener, Shorn-a the Dead and Lady Loop (which we think is fantastically funny and suits the light-heartedness of this medium).

Miller Lite are another international brand known to have used Yarn Bombing in their marketing campaigns.

Above the Jan Karski bench in New York, USA is a yarn bombing piece that achieved notoriety (though we presume Jan Karski or anyone else wasn’t sitting there at the time of the yarn bombing..).

Yarn Bombing has spread worldwide showing wide-spread appeal which means it becomes a useful platform for a clever brand and one can imagine the above installation** in Alicante, Spain depicting Pepsi for instance (Pepsi being said to be seen as more young and edgy than Coca-Cola).

When you consider that some yarn bombing installations don’t last more than a few hours (once can imagine the owner of the car in Alicante removed it before he/she went to work in the morning), its obvious careful planning is required.

YouCom Media plan and execute advertising strategies based on meticulous planning and focus group testing ensuring your brand is croch(yay) rather than (k)not.

Follow the YouCom Media news posts to see the next developments.

Data source:

* By Superbass – Own work, CC BY-SA 3.0

** By Joanbanjo – Own work, CC BY-SA 3.0

Required reference:

YouCom Media News, Aug 2019, London, ‘Yarn Bombing.’

The post Yarn Bombing appeared first on YouCom.

Guerrilla Marketing

Philip Wimbledon — Thu, 05 May 2016 17:34:30 +0000

Guerrilla Marketing is the choice of every brand. It’s fun, engaging and low budget versus other channels. There is some risk involved, but it is often surpassed by the results (and of course outweighed by a huge budget saving).

Wikipedia catalogs it as an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.

Above GuerillaComm.com has some good examples of effective Guerrilla tactics at an obviously low cost. Of course such examples would be unlikely to attract much publicity for your brand. This is where a good brand marketing team will have a multi-channel marketing approach bringing it to the attention of wider media publishers and audiences.

Guerrilla Marketing is often misunderstood for a requirement of outdoor placement. Not so as the above example illustrates (although this was used as a billboard ad too). 78 percent of millennials are more inclined to become part of a brand if they have the face-to-face interaction offered by Guerrilla Marketing.

Further reading / Attribution: http://www.creativeguerrillamarketing.com/guerrilla-marketing/50-awesome-guerrilla-marketing-ideas/

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Apr 2016, London, ‘Guerrilla Marketing the Brand’s Choice.’

The post Guerrilla Marketing appeared first on YouCom.

Data Dead-Drops

Philip Wimbledon — Wed, 03 Jun 2015 10:37:57 +0000

You’ve just found data you shouldn’t have access to. Men in grey suits are coming to kill you. What do you do? YouCom identified a new viral craze with the answer. Data dead-drops.

Imagine the scene. Highly sensitive files, the sort of data that Hollywood tells us attracts men in grey suits ready to kill. Where do you offload it? A new viral craze has the answer. A media artist, Aram Bartholl, created ‘data dead-drops’. USB sticks embedded in walls all around the city, all around the world. Peer-to-peer file sharing in the physical world in true Banksy style.

YouCom has found the idea is spreading, growing to 1,500 dead-drop locations worldwide. It allows for anonymous, offline, file-sharing as a new kind of social network. If you have some homework or coursework for a friend, leave it in the wall by the side of Starbucks. Possibilities are endless and a new form of media sharing is born.

USB flash drives are embedded into walls, buildings and even curbs! Accessible to anybody in public space. Aram Bartholl invites everyone to take part and drop or find files on a dead drop. Each dead drop is installed empty except a readme.txt file explaining the project. If you want to install a dead drop in your city or neighbourhood follow the ‘how to’ instructions and submit the location and pictures.

To find out more, watch this upbeat video https://vimeo.com/16620712 or follow these instructions https://deaddrops.com/dead-drops/participate/

And don’t forget to Tweet YouCom Media about what you uploaded and where.

To reference data from this article, please use: ‘YouCom Media News, Mar 2015, London, ‘Peer-to-peer file sharing goes viral.’

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