HarrisX Research and Saucony Celebrate Award-Winning Campaign
Acknowledging HarrisX's Achievement
HarrisX has recently achieved significant recognition for its contribution to the Saucony Marathumb Challenge, a brilliant digital initiative that showcases the power of creative marketing grounded in data. The campaign achieved remarkable honors, specifically Silver in Experiential Marketing – Digital and Bronze in Fashion & Accessories at the prestigious Effie Awards.
The Essence of the Marathumb Challenge
This innovative campaign encouraged participants to engage more in physical activities than in screen time. HarrisX played a pivotal role by providing unique research that revealed the average individual scrolls the equivalent of three marathons every year, highlighting a staggering 78 miles of digital engagement. This insight was the foundation for the Marathumb Challenge, which ran globally for six weeks, motivating people to “move more than they scroll.”
Engagement Strategy and Campaign Execution
The Marathumb Challenge utilized a specially designed app that allowed participants to track their screen time alongside their physical activities. In turn, this encouraged them to earn rewards for running more than they scrolled—a fun and practical incentive. The campaign captured the attention of audiences across various markets, reaching not only local participants but also global users from multiple countries, further amplifying its impact.
Campaign Success Metrics
The results of the Marathumb Challenge speak volumes about its success:
- A striking 140% increase in earned media, indicating a surge of public interest.
- A 25% boost in new users, showcasing the campaign’s ability to attract a diverse audience.
- A 14% increase in the sell-through rate on Saucony’s official website, translating to significant sales growth.
- An impressive 50% higher app retention rate compared to industry averages, reflecting participant commitment and enjoyment.
Voices Behind the Campaign
Leadership at HarrisX celebrated the campaign as a prime illustration of how data-driven insights can lead to groundbreaking creativity. Dritan Nesho, CEO of HarrisX, expressed pride in their contribution to the research that informed such a significant global initiative. This perspective is echoed by David DeMuth, CEO of Doner, who emphasized the value of partnership in utilizing foundational data to spark compelling and transformative brand ideas.
About HarrisX
HarrisX, a member of the Stagwell network, stands out as a strategic research advisory firm focused on delivering clear and actionable insights for a diverse range of clients. Using its proprietary technology and a campaign-oriented approach, the firm efficiently navigates complex questions, helping clients make informed decisions. With a presence spanning multiple countries like the United States, Canada, the United Kingdom, and Australia, HarrisX collaborates with notable entities such as Fortune 100 businesses, global leaders, and various non-profits, always aiming for impactful outcomes.
About the Doner Partners Network
The Doner Partners Network is dedicated to ensuring brands resonate deeply with culture while remaining effective in driving business results. Their approach is centered on creating precisely coordinated teams capable of scaling operations as required. This network includes diverse agencies, contributing to a holistic branding strategy.
About Stagwell
Stagwell is recognized as a transformative network in marketing, focused on creating engaging and effective campaigns across various sectors. Comprising over 13,000 specialists across 34 countries, Stagwell is committed to blending creativity with cutting-edge technology to enhance marketing effectiveness and drive measurable improvements in business results. Their commitment inspires collaboration towards shared goals in the marketing arena.
Frequently Asked Questions
What is the Marathumb Challenge?
The Marathumb Challenge is a digital campaign aimed at encouraging participants to engage more physically while reducing their screen time.
What awards did the campaign receive?
The Saucony Marathumb Challenge received Silver in Experiential Marketing – Digital and Bronze in Fashion & Accessories at the Effie Awards.
Who conducted the research for the Marathumb Challenge?
HarrisX conducted the research that provided insights into the amount of screen time the average person engages in annually.
What were some notable results of the campaign?
There was a 140% increase in earned media, a 25% rise in new users, and a 14% boost in sell-through rates on Saucony's website.
How does HarrisX support its clients?
HarrisX offers detailed, data-driven insights to help clients make confident business decisions and drive impactful marketing strategies.
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