Updated November 2026
The recall percentages of 75% to 90% quoted for guerrilla marketing do not trace back to any primary study that we could find. The academic work available is small and mostly shows a favourable attitude, not a proven effect on purchase.
Guerrilla marketing statistics: what is established
- According to a University of Malta thesis (2014) based on fifteen in-depth interviews, the consumers interviewed have a positive attitude towards the guerrilla advertising of certain brands, without this necessarily leading to purchase.
- According to a questionnaire study conducted in Turkey, the vast majority of participants know what guerrilla marketing is, but the study concludes that it is not very effective at triggering purchase.
- According to a marketing metrics guide (Ignition), a recall rate of at least 50% is a reasonable target for a successful campaign: this is a practitioner's benchmark, not a survey result.
- The recall rates of 75%, 84%, 86% or 90% repeated by many articles are not tied to any identifiable primary study: we do not publish them.
Sources
- University of Malta, 2014 thesis on guerrilla advertising
- Süleyman Demirel University, questionnaire study
- Ignition, recall benchmark
Why we do not publish the popular percentages
A statistic without an original study can be copied from article to article until it seems established. We prefer to publish fewer figures, each with its source, year and limits, and to flag those we could not verify.
What this means for a street campaign
To measure a street campaign, set your own indicators before you start: brand recall, visits, quote requests. A mascot can serve as a visible point of contact; its effectiveness is measured on your target audience, not with a percentage found online.
Frequently asked questions
What is the recall rate of guerrilla marketing?
No reliable general figure is established. Values of 75% to 90% circulate without an original study; measure recall on your own target instead.
Does guerrilla marketing trigger purchases?
The academic studies found show a positive attitude but no demonstrated effect on purchase. The effect of your own campaign needs to be measured.