Case study · Mizuno · 2024
Mizuno “Enerzy in the Dark” Tour
Running reimagined: to strengthen Mizuno in the German running market, B2M developed and delivered a community tour across 12 cities, from Berlin and Munich to Jena and Marburg.
- Client: Mizuno
- Services: Community marketing, Field marketing
- Location: 12 cities in Germany
- Year: 2024
The idea
At its core was a special night run: product testing, community energy and emotional brand moments in one experience. A shoe presentation turned into a real connection between the brand and runners.
What we did
Branded light design, premium content production and genuine encounters created an atmosphere people remember. Sign-ups ran on a custom eventpage.ai platform with a clean CRM flow from registration to product seeding and follow-up.
The impact
Targeted social ads, local activations and strong storytelling amplified the tour online and on the ground. Mizuno turned awareness into long-term engagement, with measurable results.
Our role
- Concept and strategy
- Locations and logistics in 12 cities
- Community outreach and sign-up flow
- CRM setup via eventpage.ai
- Product seeding and lead generation
- On-site delivery and brand experience
- Paid media, content and reporting
Results
- 1,360 registrations
- 1,901 qualified leads
- 463,183 impressions
- around 8x ROAS
- Concept ready to scale across Europe
In short
- What: Running reimagined: to strengthen Mizuno in the German running market, B2M developed and delivered a community tour across 12 cities, from Berlin and Munich to Jena and Marburg.
- Client: Mizuno
- Where: 12 cities in Germany
- When: 2024
- Delivered by: B2M Creative GmbH, München (Community marketing / Field marketing)
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