#United States #Washington #Saucony #HarrisX #Marathumb

HarrisX's Remarkable Achievement at the 2025 Effie Awards

HarrisX, a leading strategic research advisory firm, has recently announced a remarkable accomplishment: its contribution to the Saucony Marathumb Challenge campaign has earned two prestigious Effie Awards in 2025. This recognition underscores the innovative spirit and effectiveness of the campaign, which promotes an active lifestyle while tapping into modern behavioral insights.

The Saucony Marathumb Challenge: A Digital Triumph

The Saucony Marathumb Challenge was not just any marketing campaign; it was a thoughtfully crafted initiative aimed at addressing the sedentary habits prevalent in today's digital age. The campaign encourages individuals to understand their scrolling habits by encouraging more physical activity and less time on screens. HarrisX's research revealed that the average person scrolls the equivalent of three marathons—over 78 miles—annually. This fascinating insight served as the foundation for the campaign's strategy to instill healthier behaviors: run more than you scroll.

Behind the Scenes of a Winning Strategy

The success of the Marathumb Challenge is a result of a collaborative effort spearheaded by Saucony in partnership with agencies including Doner, KWT Global, Wolfgang Studios, and Huncwot. This combination of creativity and data yielded impressive outcomes, achieving a silver award in the Experiential Marketing - Digital category and a bronze in Fashion Accessories at the Effie Awards.

Over six weeks, the campaign invited participants to track their screen time and physical activity through a specially designed app. Participants were rewarded for their achievements with branded merchandise, creating an engaging and motivating environment. The engagement was multi-faceted, featuring digital strategies, social media components, retail involvement, and outdoor promotions that reached audiences across six global markets: the U.S., U.K., Canada, France, Sweden, Italy, and Australia.

Campaign Impact and Results

The Marathumb Challenge not only succeeded in capturing the attention of international audiences but also demonstrated measurable results, which included:

• - A striking 140% increase in earned media exposure
• - A 25% rise in new users engaging with the app
• - A 14% boost in the sell-through rate of Saucony products on their website
• - An impressive 50% higher app retention rate compared to industry standards

Such outcomes speak volumes about how effective a strong data-driven foundation can be when combined with creative marketing strategies.

Expert Insights and Reflections

Dritan Nesho, CEO of HarrisX, highlighted the connection between data-driven insights and groundbreaking creativity by stating, "This campaign is a perfect example of how data-driven insights can unlock breakthrough creativity. We're honored to have contributed research that helped shape such an impactful and inspiring global campaign."

Similarly, David DeMuth, CEO of Doner, praised this collaboration: "Many of the most engaging and successful brand ideas today are fueled by the synthesis of data and creativity. Through our partnership with HarrisX, we're able to tap into foundational data points that inspire ideas like the Saucony Marathumb Challenge."

Conclusion

HarrisX continues to push the boundaries in research and market strategy, providing insightful data that informs initiatives like the Saucony Marathumb Challenge. Their ability to blend creativity with quantitative insights sets a standard for modern marketing—one that not only promotes products but also fosters a healthier lifestyle in a screen-centric world. As two-time Effie Award winners in 2025, HarrisX and its partners exemplify the potential of research-backed creativity to drive meaningful changes in consumer behavior and business results.

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HarrisX stands as an influential player in the realms of consumer research and strategy development, ensuring their clients can navigate complex markets with confidence and agility. With offices in the U.S., Canada, the U.K., and Australia, they provide critical insights that empower Fortune 100 companies and innovative startups alike to succeed in today’s dynamic landscape.