How Oura keys into self-expression to reach Gen Z, millennials

Oura, a health tech company and a number one maker of smart rings, is running a brand new multichannel campaign to boost the launch of its Oura Ring 4 Ceramic, per details shared with Marketing Dive. The color-led effort — consistent with the 4 colours through which the brand new product is obtainable — positions Oura as a flexible lifestyle brand with Gen Z and millennials in mind.

“Instead of tech that’s mixing in and disappears into the background readily available, that is the other. It’s tech that stands out,” said Oura CMO Doug Sweeny. “It gets into self-expression and elegance, and it has a fashion component that we thought was a extremely powerful idea.”

Oura’s largest hardware launch might be accompanied by a campaign that surpasses previous efforts when it comes to spend and media channels and focuses on the channels where the brand sees the perfect return on investment. Ads will run on TV and through 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 specific deal with TikTok (where the brand has activated before around women’s health) and, for the primary time, Snapchat, with a virtual try-on lens.

“This is a broader approach to each 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 individuals and showing the breadth of the 4 colours.”

Ringing true

To raise awareness, the campaign features 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, amongst other activities (several of that are featured in their very own vignette videos). Agency Buck worked on the video spots.

Oura this yr launched a “Give Us The Finger” campaign that portrayed an aspirational vision of health and vision, as an alternative of leaning into the anxiety around aging shared by many Gen Z and millennial consumers. The latest effort has an identical lifestyle focus, however the insights about its target market were more intuitive than data-driven.

“We’re not doing a ton of quantitative research on this stuff. It’s as much about design expression and internal conversations about who we predict 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 since it’s a high-end tech product and still relatively latest available on the market. The latest campaign, which can proceed to run in 2026, and partnerships across 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’s on the core of its value proposition.

“Health is wealth,” Sweeny said. “What persons are spending on an Oura ring, and what it’s able to to do for them from a health standpoint… persons are willing to spend money on that.”