\n
The girlies are all in on Oura rings. Now, the wellness-tracking wearables brand is hoping Tom Cruise can help get the boys on board, too.<\/p>\n
Ahead of Mission Impossible \u2014The Final Reckoning<\/em>\u2019s Memorial Day weekend premiere, the fitness tech brand ran an adrenaline-filled campaign featuring exclusive stunt footage from the film in partnership with Paramount Studios. The spot shows main character Ethan Hunt, played by Cruise, climbing out of a biplane mid-flight as part of one of the most daring stunts out of the film, alongside messaging about the Oura ring\u2019s ability to help track stress.<\/p>\nThe ad appeared in 15- and 30-second versions that primarily aired on national broadcast TV with additional social support throughout the first three weeks of May leading up to the movie\u2019s record-breaking release.<\/p>\n
The partnership marked the first time Oura, a 12-year-old company, had waded into the movie marketing waters, Doug Sweeny, CMO, told us. But the partnership wasn\u2019t just about tapping into an iconic franchise\u2014it was aimed at helping Oura further resonate with men.<\/p>\n
\u201cWe\u2019ve had amazing growth on the women\u2019s side of the business through our women\u2019s health product,\u201d Sweeny said. \u201cOur men\u2019s business is growing as well, but we wanted to put a finer point on that, and have a dedicated effort in this window of time in the spring to really focus on the male target overall.\u201d<\/p>\n
It\u2019s raining men<\/h2>\n
A quick scroll through #OuraRing on TikTok reveals legions of young women reviewing the fitness tech, with many focused on the ring\u2019s ability to help track menstrual cycles, score sleep, and predict readiness for the day. In 2024, Oura was valued at $5.2 billion and had sold more than 2.5 million rings, with more than half of its customer base identifying as women.<\/p>\n
While women seem to have buoyed the company\u2019s success, Sweeny said there\u2019s room for growth among men interested in tracking wellness markers. In designing the Mission: Impossible<\/em> campaign, the team wanted to highlight the product\u2019s ability to help track stress and fitness, two components that Sweeny said are particularly important to men.<\/p>\n\u201cWe\u2019re always balancing between rigorous health storytelling on cardiovascular age, or women\u2019s health and some of our fertility products, or sleep and resilience,\u201d Sweeny said. \u201cThis clearly leans on the pop culture side, and then leaning on stress [and] an underlying activity component.\u201d<\/p>\n
To reach men who might be interested in the product, Oura ran the ad against programming like the NBA conference finals, the PGA championship, and the Survivor<\/em> finale. It was an atypical media buy for the company, according to Sweeny, although he noted that running ads during appointment-based live viewing like sports will continue to be key to future campaigns. The company declined to share specific results, but said that it saw strong engagement with older (age 45+) males.<\/p>\nYour mission, should you choose to accept it\u2026<\/h2>\n
To create the ad, Oura got the rights to work with Mission: Impossible IP, which meant the Oura team got access to behind-the-scenes stunt footage that wasn\u2019t being used in the film. Sweeny said the footage showed off how \u201cinsane\u201d and physically demanding the biplane stunt was\u2014something that aligned well with its messaging about tracking stress levels.<\/p>\n
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\u201cWe wanted to come at it in a different way than the trailers or whatever else was being shown out on social media,\u201d Sweeny said.<\/p>\n
Working with a massive franchise, though, doesn\u2019t come without challenges. While concepting the spot, Oura, UEG, and Paramount worked together on initial ideas, and after arriving at two different concepts, the final approval had to go through what Sweeny called \u201ca Tom review.\u201d<\/p>\n
\u201cHe is approving every piece of creative related to the franchise,\u201d Sweeny said. \u201cWe were kind of very quickly on the same page, which allowed us to get this off the ground. But it is a three- or four-legged stool, if you will, in terms of the partners involved.\u201d<\/p>\n
While the campaign was Oura\u2019s first official film franchise partnership, the brand isn\u2019t brand-new to Hollywood, albeit in a different way. Sweeny said that alongside its wider consumer audience, Oura specifically sells its rings to subsects including stunt performers.<\/p>\n
\u201cThere are a lot of [stunt] trainers who we have connections with. The person who trains Ryan Reynolds for Deadpool is a close friend of the brand,\u201d Sweeny said. \u201cOura actually is organically integrated into those communities, because it\u2019s about wellness and well-being and your overall health and performance and being ready.\u201d<\/p>\n
Sweeny said Oura wouldn\u2019t work with just any film for movie-based marketing. With Mission: Impossible<\/em>, Sweeny said the team was attracted to the quality tied to Tom Cruise movies, the franchise\u2019s built-in audience, and its air of exclusivity\u2014for Mission: Impossible \u2014 The Final Reckoning<\/em>, <\/em>Paramount worked with just three brands in addition to Oura: Delta, Jeep, and Oakley.<\/p>\nBut if Wicked: For Good<\/em> or a second Barbie<\/em> film were to come knocking? According to Sweeny, \u201cNever say never.\u201d<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"The girlies are all in on Oura rings. Now, the wellness-tracking wearables brand is hoping Tom Cruise can help get the boys on board, too. Ahead of Mission Impossible \u2014The Final Reckoning\u2019s Memorial Day weekend premiere, the fitness tech brand ran an adrenaline-filled campaign featuring exclusive stunt footage from the film in partnership with Paramount […]<\/p>\n","protected":false},"author":1,"featured_media":22336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22335","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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