Campaign Imminent: Oura expands into Best Buy (Score 57)

Sales Lead: Oura is ringing (you're welcome) in a new era with its first major foray into brick-and-mortar.

• The company's ring devices, designed for troubled sleepers, are now available in Best Buy.
• 850 stores will offer ring sizing, shipping, and in-store services; 300 of them will stock Oura products; and 50 will include an elaborate Oura experience involving videos and the chance to explore various Oura rings.
• The company will likely:
  • Launch a new campaign
  • Return to higher spend
• Target demographic: 
  • Millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Oura has allocated roughly $1.7m toward national TV commercials YTD, 32% less than the roughly $2.5m allocated by this point last year.
  • Last year: The company allocated around $9.9m toward this channel in 2022 after having allocated almost a third of this, around $3.7m, in 2021.
  • 2023 ad programming: Oura's 2023 commercials have targeted the male-skewed audience of shows such as College Football, The Masked Singer, NBA Basketball, Next Level Chef, and America's Got Talent: All-Stars.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $2.2m on digital ads, less than half of the approximately $5.4m spent within the same 2022 timeframe.
  • YTD data: Oura has earned ~2.2m digital impressions YTD via Instagram (38%), desktop video (37%), Facebook (18%), and YouTube (7%) ads.
    • The company has placed most of this year's desktop video ads site direct (98%) onto destinations such as weather.com (37%), espn.com, heraldweekly.com, abcnews.go.com, and washingtonpost.com.
  • Last year: Oura's estimated full-year 2022 spend reached $10.6m, 17% less than that of $12.8m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with Facebook, Instagram, and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Doug Sweeny, Oura's CMO since October 2022.
• Current agency roster:
  • No Fixed Address Inc.​​​​​​​: Creative AOR​​​​​​​

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.