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Mizuno Uses Word-of-Foot Marketing to Propel Their Brand

September 12, 2013

In this presentation, Mizuno had just seven percent brand favorability, a running shoe that felt hard and stiff on the sales floor, and one percent of the industry’s ad spend. Knowing that runners who log more than 20 miles a week would prefer Mizuno shoes if they could just run in them first, the brand developed a word-of-mouth campaign that put shoes on running feet, and both favorability and store sales increased.

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