Sweeny said he wants Mediahub—whose other clients include Lyft, Pinterest and Nerdwallet—to help provide more targeted advertising efforts to acquire new customers. This comes as the brand continues to transition from being known as a “biohacker” company to one that makes products for the mass market. The brand currently does not have a creative agency of record.
Ōura has also launched collaborations with Gucci, Equinox and Natural Cycles.
The U.S. is the company’s largest market, according to Sweeny, adding that it was looking for a media partner to help the brand expand globally, starting with the EMEA region.
More than 50% of Ōura’s media spend is in digital channels. While Sweeny declined to provide specifics on ad spend numbers, Ōura spent $20 million on measured media last year according to Vivvix, including paid social data from Pathmatics.
Retail has also become an important part of the company’s plans. In April, Ōura partnered with Best Buy to sell Oura rings in stores across the U.S. and Canada.