Oura, a health tech company and a leading maker of smart rings, is running a new multichannel campaign to boost the launch of its Oura Ring 4 Ceramic, per details shared with Marketing Dive. The color-led effort — in line with the four colors in which the new product is available — positions Oura as a versatile lifestyle brand with Gen Z and millennials in mind.
“Instead of tech that is blending in and disappears into the background on hand, this is the opposite. It’s tech that stands out,” said Oura CMO Doug Sweeny. “It gets into self-expression and style, and it has a fashion component that we thought was a really powerful idea.”
Oura’s largest hardware launch will be accompanied by a campaign that surpasses previous efforts in terms of spend and media channels and focuses on the channels where the brand sees the best return on investment. Ads will run on TV and during live sports programming via “Thursday Night Football” on Prime Video. The brand already sees “huge engagement” with young demographics on live sports, Sweeny said.
The campaign also includes digital out-of-home ads in New York, Los Angeles, London, Helsinki and Berlin, with a particular focus on TikTok (where the brand has activated before around women’s health) and, for the first time, Snapchat, with a virtual try-on lens.
“This is a broader approach to both TikTok and Snapchat, and we prioritize those given the younger audiences, specifically,” the exec said. “It's as much about awareness as getting this in front of people and showing the breadth of the four colors.”
Ringing true
To raise awareness, the campaign includes a 30-second, design-focused video called “Ring True To You” that intercuts glossy product shots with stylish consumers working on secret handshakes, engaging in nighttime rituals and exploring art museums, among other activities (several of which are featured in their own vignette videos). Agency Buck worked on the video spots.
Oura this year launched a “Give Us The Finger” campaign that portrayed an aspirational vision of health and vision, instead of leaning into the anxiety around aging shared by many Gen Z and millennial consumers. The new effort has a similar lifestyle focus, but the insights about its target audience were more intuitive than data-driven.
“We're not doing a ton of quantitative research on these things. It's as much about design expression and internal conversations about who we think it's appealing to that gave us confidence in it,” Sweeny said.
Despite ongoing macroeconomic turmoil, Oura has yet to feel the affect on sales, perhaps because it’s a high-end tech product and still relatively new on the market. The new campaign, which will continue to run in 2026, and partnerships around the globe with key retailers including Target, Best Buy and John Lewis, look to expand the brand’s awareness while delivering a health-based message that is at the core of its value proposition.
“Health is wealth,” Sweeny said. “What people are spending on an Oura ring, and what it's able to to do for them from a health standpoint… people are willing to spend money on that.”
