grassroots
MarketingLv.4 (900)adjective
Definition
starting naturally among ordinary people rather than being directed from the top
Examples
The brand ran a grassroots campaign relying on word of mouth instead of ads.
Grassroots support from small shops grew the movement.
Collocations
a grassroots campaigngrassroots supportgrassroots marketing
Paraphrase
community-basedbottom-up