We’re trying something new here - Part and Summed Up dissects how our favorite brand strategies fare in the real-world. We’ll track how well brands connect the dots between concept and audience. Join us as we unravel the secrets behind the most thought-provoking brand experiences and test just how effective those strategies really are.

Here’s The Sum

You don’t sell 1 million activity tracking rings without rock solid product market fit. Oura’s strength lies in their channel strategy and the specific ways they articulate the ring's value to each of their key audiences. Where can they improve? Clearly communicating subscription benefits would reinforce the value consumers are paying for. And rather than trying to push to form communities (a la Whoop) by sharing stats, they can recognize that providing users a deeper understanding of themselves to optimize their wellbeing is where they get their core brand magic.

Reading Time: 5 minutes (perfect for a Friday afternoon cup of coffee)

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Let’s Look At the Parts

Oura is a smart ring that delivers personalized health data, insights, and daily guidance. Their business model is 2-fold: purchase the smart ring at a 1-time cost ($299-$549), and subscribe to a membership ($5.99/month) for access to all the metrics and customized recommendations. After selling their one-millionth ring, Oura announced in 2022 that their latest funding would fuel further research and development, product and science innovation, and personalized and guided content. We’ve been keeping an eye on what they’re up to, and taking note of how they connect the dots from brand to customer experience. Here’s our take.

Idea & Execution - Smart Channel Strategy

There are few things we love more than an effective owned channel strategy. Oura has a clear purpose for their owned channels, and leverages each at different levels of the marketing funnel.

By analyzing these channels, we’ve identified 4 key audience targets:

• Wellness Lifestylers: Those who want insights to better understand their body as it relates to their wellbeing.
• Wellness Optimizers: Those who want the most accurate device to efficiently optimize their health with data-driven decisions.
• Women’s Functional Health: Those who want to access more reproductive health data and insights.
• Employers: Those who want to empower employees and teams to be proactive about their health and performance.