Definition of Unconventional Strategy

Unconventional Strategy in digital marketing refers to the use of creative, innovative, and non-traditional marketing methods to reach target audiences, increase brand engagement, and drive sales. These strategies often involve a high level of ingenuity and risk-taking, as they diverge from traditional marketing paradigms. Common examples include guerrilla marketing, viral campaigns, and experiential marketing events.


The phonetic pronunciation of “Unconventional Strategy” is: ʌnkənˈvɛnʃənəl ˈstrætəʤi

Key Takeaways

  1. Unconventional strategies often involve thinking outside the box and adapting creative problem-solving techniques, allowing for a unique approach to challenges in personal and professional settings.
  2. These strategies can help organizations and individuals differentiate themselves from competitors, create new market opportunities, and foster innovation.
  3. Successful execution of unconventional strategies requires embracing change, taking calculated risks, and staying open to learning from failures and feedback.

Importance of Unconventional Strategy

Unconventional Strategy holds significant importance in digital marketing as it refers to the adoption of innovative, out-of-the-box methods to achieve marketing goals and capture audience attention in an increasingly competitive digital landscape.

Unlike traditional marketing techniques, unconventional strategies involve creativity and risk-taking to create memorable and engaging campaigns.

By leveraging unique and unexpected channels, these approaches can lead to increased brand awareness, customer acquisition, and retention.

In a world inundated with marketing messages, an unconventional strategy helps a brand stand out from the competition, making a lasting impression on audiences and driving overall business growth.


The purpose of an unconventional strategy in digital marketing is to make a brand or product stand out from its competition by implementing creative and resourceful practices. This approach deviates from the traditional marketing playbook, preferring to focus on novel tactics that are designed to catch the attention of a target audience, often on an emotional level.

By employing these innovative techniques, marketers aim to evoke curiosity in potential customers, which can lead to increased interest, brand awareness, and ultimately, conversion. Consequently, businesses harness unconventional strategies to influence consumer behavior, strengthen their brand identity, and differentiate themselves in an increasingly saturated market.

Unconventional strategies are smartly used to exploit opportunities in digital marketing, taking advantage of the unique characteristics and platforms available online. For instance, marketers might use guerrilla marketing techniques, viral campaigns, or experiential approaches to create unforgettable, shareable experiences for their audience.

These campaigns are often tailor-made for their specific context, leveraging the power of social media, influencer partnerships, and user-generated content to amplify their reach and resonance. By engaging users with interactive and immersive experiences, unconventional strategies help forge deep connections between consumers and brands, turning marketing from an intrusion into an invitation to participate in a mutually beneficial relationship.

Examples of Unconventional Strategy

Burger King’s “Whopper Detour” campaign: In 2018, Burger King launched an unconventional digital marketing strategy where they offered their Whopper burger at just $

01, but only if customers were within 600 feet of a McDonald’s location. Users were required to download the Burger King app, which utilized geofencing technology to verify their proximity to a McDonald’s. Once they placed the order, they were directed to the nearest Burger King to pick up their burger. This cheeky campaign not only used technology to create a unique experience but also encouraged app downloads and drove traffic to their stores, all while playfully taking aim at their rival.

ALS Ice Bucket Challenge: In 2014, the ALS Association launched a highly unconventional digital marketing campaign to raise awareness and funds for ALS research. The campaign involved people dumping a bucket of ice water over their heads while challenging others to do the same within 24 hours, or donate to the ALS Association. The challenge went viral on social media platforms, with celebrities, politicians, and everyday people participating. As a result, the ALS Association raised over $115 million and significantly increased awareness about the disease, proving the power of an unconventional strategy that focused primarily on user-generated content and social media engagement.

Spotify Wrapped Campaign: In recent years, music streaming platform Spotify has been engaging users with their unconventional “Wrapped” campaign, which compiles each user’s listening data from the past year and presents it in a visually appealing and shareable format. Users can find out their most-streamed songs, artists, and genres, along with other interesting statistics about their listening habits. Spotify has also incorporated outdoor advertising into the campaign, featuring humorous, data-driven messages that showcase unusual listening habits. This whimsical, data-focused approach has successfully turned users’ own streaming habits into shareable content that spreads across various social media platforms, attracting new users and increasing brand engagement.

FAQs on Unconventional Strategy

What is an unconventional strategy?

An unconventional strategy refers to a unique or innovative approach taken in a particular situation or field. It typically goes against conventional wisdom or established practices, allowing individuals or organizations to create a competitive advantage and find creative solutions to challenges by thinking outside the box.

Why should businesses consider using unconventional strategies?

Businesses should consider using unconventional strategies in order to gain a competitive advantage in their industry, disrupt existing market norms, and encourage innovation within their organization. By exploring unconventional approaches, businesses can find new opportunities, improve efficiency, and effectively differentiate themselves from competitors.

What are some examples of unconventional strategies?

Some examples of unconventional strategies include embracing failure as a learning opportunity, employing guerrilla marketing tactics, prioritizing customer experience over profit, and developing cross-industry partnerships. Another example is using crowdsourcing to drive innovation or investing in socially and environmentally responsible initiatives.

How can organizations implement unconventional strategies?

Organizations can implement unconventional strategies by first being open to thinking beyond traditional norms and practices. Encourage employees to think creatively and challenge the status quo. Secondly, leaders should engage in continuous learning and stay informed about trends and innovative techniques in their industry. Lastly, organizations can experiment with unconventional approaches on a small scale before committing significant resources to ensure the strategy aligns with the company’s goals and objectives.

What are the risks associated with unconventional strategies?

While unconventional strategies can provide significant benefits, they also come with risks. These risks may include potential backlash or criticism from traditionalists, a lack of support from stakeholders, and potential failure due to a lack of proven results. It’s essential for organizations to carefully evaluate the potential risks and rewards of any unconventional strategy before implementation, and be prepared to adapt and pivot as necessary.

Related Digital Marketing Terms

  • Guerrilla Marketing
  • Viral Campaigns
  • Influencer Partnerships
  • Experiential Activation
  • Gamification

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