"Instead of tech that is blending in and disappears into the background on hand, this is the opposite. It's tech that stands out,"
"It gets into self-expression and style, and it has a fashion component that we thought was a really powerful idea."
"This is a broader approach to both TikTok and Snapchat, and we prioritize those given the younger audiences, specifically,"
"It's as much about awareness as getting this in front of people and showing the breadth of the four colors."
Oura is running a multichannel campaign to boost the launch of the Oura Ring 4 Ceramic and positions the product as color-led and lifestyle-focused. The campaign targets Gen Z and millennials and emphasizes self-expression, style, and a fashion component. Media spend and channel breadth surpass previous hardware launches, with ads on TV, Prime Video's Thursday Night Football, and digital out-of-home in New York, Los Angeles, London, Helsinki and Berlin. The effort prioritizes TikTok and Snapchat, including a virtual try-on lens, and features a 30-second video titled "Ring True To You" showcasing product shots and stylish consumers in varied vignettes.
Read at Marketing Dive
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