Oura Ring
The Problem
Oura Ring was in the middle of a growth surge, but rapid scale brought a credibility gap. New followers needed to understand not just what the product was, but the science behind it. Existing followers needed to be rewarded for their brand loyalty and product enthusiasm.
Oura needed a social presence that could educate, entertain, earn trust, and position Oura as a genuine leader in health science.
The Need
A full, cross-platform social strategy from the ground up was needed. Defined content buckets, established and consistent tone of voice, and recurring series tailored to each platform's audience and behavior were developed accordingly. The framework balanced science-forward credibility content with community-driven, culturally relevant formats.
The Solution
Bringing Followers Behind the Scenes
On Instagram and LinkedIn especially, a point was made to connect Oura Members to the brand's core values by spotlighting Oura's Finnish roots and the employees who contirbute to the company's success.
Supporting New Products
Blanket posting the same creative across channels wasn't enough. Unique, platform-native formats and concepts were developed for new product and feature launches to make sure that each audience recieved content that spoke to them specifically.
Blending Community & Science
Oura had data and health trends from around the world at their disposal. With creative twists on member narratives, I worked to blend storytelling and expert-backed posts with UGC, cultural moments, and platform-native series to reach new audiences while still keeping longtime users engaged.
Cementing Oura's POV
What set Oura apart from competitors was their compassionate approach and desire to avoid the health anxiety often exacerbated by wearables. Being intentional about including this POV in content was an early priority.
The Numbers
700K → 1M
organic followers on Instagram
+200%
TikTok reach YoY
+6.2%
avg. engagement on LinkedIn
6
redefined content buckets to better contextualize Oura's impaact on the feed
