Yes, this is another The Ordinary blog, but this time instead of 10 step routines, peptides and molecular technologies, we will focus on their marketing techniques.
“Huh” - you say? Then maybe you are not into skincare, so let me explain myself.
The Ordinary is a Canadian skincare brand, under the umbrella company of DECIEM. Launched in 2016 it has sent the beauty industry into a meltdown, forced major beauty brands to change their marketing techniques, established a customer base of religious followers and most of its products are just under £10.
So what is the trick and how did they do it? I thought it would be fun to break down their marketing, branding, packaging and outreach techniques and see what is the secret of The Ordinary’s success.
Avengers: Endgame has stolen the spotlight for the last few weeks and is the main topic of conversation but if anybody can take a bit of that attention, it’s Ryan Reynolds as Detective Pikachu.
This week a mysterious ‘Inspector Pikachu’ Twitter account was created to share a single link titled Detective Pikachu - The Full Movie and was a link to YouTube. Ryan Reynolds retweeted the tweet, bringing it to the attention of Warner Brothers and Detective Pikachu and his monumental following.
When I see the word ‘guerilla’ it comes across as very intense and I think of a form of combat and conflict. Add the word ‘marketing’ to it and it sounds like companies are trying to create some sort of combative communication with their audience.
However, guerilla marketing and guerilla warfare do share some similarities in that it aims to surprise the audience and essentially ambush them with an unconventional marketing strategy, high energy and lots of imagination. Guerilla marketing campaigns aim to strike the audience at a more personal and memorable level that is due to leave a lasting impression.