1) Guerrilla Marketing:

“Fearless Girl” statue campaign by State Street Global Advisors involved placing a bronze statue of a young girl facing the famous “Charging Bull” statue on Wall Street in New York City. The statue was meant to represent the power and potential of women in leadership and was launched to coincide with International Women’s Day. It generated a lot of attention and quickly became a viral sensation on social media, with many people sharing photos and expressing support for the message. The campaign helped to build awareness of State Street Global Advisors as a company that supports gender diversity and equality.

2) Viral Marketing:

The “Ice Bucket Challenge” by the ALS Association. The challenge involved participants dumping a bucket of ice water on their heads and then challenging others to do the same or make a donation to the ALS Association. The campaign went viral on social media, with millions of people around the world participating and sharing their videos online. The ALS Association leveraged the virality of the campaign to raise awareness of amyotrophic lateral sclerosis (ALS) and to raise funds for research into the disease.

3) Influencer Marketing:

In 2019, Airbnb partnered with the singer Mariah Carey to promote its luxury home rental service, Airbnb Luxe. As part of the campaign, Carey stayed in a luxurious Airbnb Luxe property in Aspen, Colorado, and shared photos and videos of her stay on her social media accounts, including Instagram and Twitter. She also wrote a blog post about her experience, which was shared on Airbnb’s website. The partnership helped to promote Airbnb’s luxury home rental service to a wider audience and demonstrated the level of luxury and comfort that Airbnb Luxe properties offer

4) Product Placement:

Paperboat partnered with the Bollywood movie, ‘Dil Dhadakne Do’, to promote their products, featuring several scenes with the actors drinking Paperboat beverages, and the branding was prominently displayed. Zomato partnered with the Bollywood movie, ‘Khoobsurat’, where the lead character in the movie was shown using the Zomato app to order food, and the company’s branding was prominently displayed in several scenes.

5) Experiential Marketing:

Startups may create immersive experiences that allow customers to interact with their products or services in a unique way. Casper mattress startup Casper created “The Dreamery,” a nap lounge where customers could try out Casper mattresses and take a nap in a private pod. The experience was designed to promote the company’s focus on promoting better sleep.

In a nutshell, startups / companies need to be creative and innovative in their marketing tactics to stand out from established competitors and grab the attention of potential customers.