Small Budget, Big Impact: A Case study exploration of Guerrilla Marketing 2.0 and its societal impact

Abstract

Guerrilla Marketing 2.0 is the first phase of guerrilla marketing in its digitalized modification that is socially aware and has the capability to be expressed technologically. Founding itself on the original beliefs of surprise, creativity, and low-cost innovation, this new paradigm makes use of artificial intelligence (AI), social media networks, and participatory culture to accomplish both commercial success and social change. In this paper, we discuss the evolution of modern guerrilla strategies beyond brand promotion toward awareness, communal mobilization, and behavioral transformation on matters related to sustainability, equality and civic participation. This study gathers through the analysis of real-life campaigns such as those by Pidlite Industries and Amazon that Guerrilla Marketing 2.0 serves as a cannon call to cultural discourse and ethical branding. These aspects of AI and data analytics promote accuracy and customization and present concerns of authenticity, privacy, and manipulation. Finally, Guerrilla Marketing 2.0 demonstrates that creativity and conscience can meet each other resulting in a significant social change and changing the definition of marketing and social innovation