Oura's chief marketing officer on 'empathetic' advertising, sports sponsorship and building awareness
The Marketing Week PodcastShow Notes
Oura is one of the fastest growing health wearable brands, with revenues increasing fourfold in the last two years and the business on track to surpass 5 million users. In this episode of The Marketing Week Podcast, CMO Doug Sweeny joins host Molly Innes, work and careers editor & podcast lead, to explore the brand's approach to marketing, from sports sponsorship to its recent brand repositioning and platform 'Give us the Finger'.
Since Sweeny last spoke to Marketing Week in October - when the brand repositioned from fitness tracker to 'holistic' health brand - its brand awareness has jumped from 20% to 30% in the UK.
He also discusses his team's relationship with the product function. "We work incredibly tightly with the product team. It's left hand, right hand," he says, noting that the "idea of a baton hand off" to marketing just doesn't cut it.
This episode of The Marketing Week Podcast is sponsored by Kantar. Its LINK AI creator content insights turn influencer ads into predictive insight you can act on. Discover how you can invest with confidence, not guesswork with LINK AI by Kantar. Hosted on Acast. See acast.com/privacy for more information.
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