Cellulite Be Gone!

One way to deliver a message in a smart, impactful way is through guerilla marketing. Guerilla marketing catches the consumer off-guard. Guerilla marketing makes use of the everyday environment to convey an unexpected, intelligent message that resonates more profoundly than traditional advertising.

This is a good guerilla marketing example from Nivea, who wanted to show the effectiveness of their cellulite cream. The dimples on the couch are a great way of representing the lumpy skin found on thighs of women with cellulite. The couches were strategically placed during Miami Fashion Week, which is an excellent choice of placement because the majority of the audience during Fashion Week is women.  First, fashion and beauty go hand-in-hand and second, Miami for the majority of the time has warm weather, so the removal of cellulite would be essential.

This campaign was strategically developed to resonate and grab the target audiences attention – women with cellulite – at an event, Fashion Week, and location, Miami, that were prime traits for a successful invasion. Effective campaigns are intelligent, unexpected and different and this Nivea guerilla marketing campaign was just that!

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