FIGS pre-IPO guerilla marketing projections on hospitals nationwide
How did FIGS, the nurse scrubs apparel company, leverage guerilla marketing pre-IPO?
They strategy centered on celebrating their customers.
For National Nurses Week, during the height of the pandemic, they thanked their customers via projections onto hospital buildings.
When a company prepares for a public offering there are many SEC restrictions, although brands are free to create advertising and activate stunts to build up visibility, momentum, and content.
This tactic, with the help of public relations, elevated them into the business and mainstream news.
Plus, this marketing tactic gave the brand engaging content for Instagram and other social channels.
To cap it off, the brand leveraged the guerilla marketing stunt to promote their National Nurses Week brand sale.
Why is pre-IPO guerilla marketing smart?
1.) Celebrating your customers is always a good marketing strategy
2.) Activations surrounding a national holiday boosts content and press coverage; an easy layup
3.) Pre-IPO is a long grueling process, this gave the brand something heartwarming to share
4.) Leveraging guerilla marketing stunts provide nationwide reach
If you would like to explore how a guerilla marketing can help your company pre-IPO, reach out for ideas, strategies, and a recommendation.