Mizuno Uses Word-of-Foot Marketing to Propel Their Brand
September 12, 2013
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.
Access to this content item is restricted to:
- ANA Corporate Marketer Members
Please login below or create an account.
You may already be a member. Find out if your company is already an ANA member.