Running shoe brand Mizuno faced low awareness and a perception its shoes weren’t comfortable -- and a 30 percent price premium. It countered this by working with its ad agency McKinney to target “running junkies” in a word-of-mouth campaign that grew a community from scratch to over 40,000. Using half of 1% of the industry’s ad spend to place 2,500 free pairs of shoes on running feet, Mizuno increased in-store sales and built a sustainable community of fans. McKinney’s Chief Digital Officer Jim Russell will share The Mezamashii Run Project, winner of 5 Effies that led Mizuno to be named Effie/WARC’s Most Effective Brand in North America.
Jim Russell, chief innovation officer, McKinney