In Episode 5 of this season’s Digital and Dirt Podcast, Ian welcomes Meghan Reynolds, Senior Director of Media and Growth at Oura, for a discussion on how the health technology brand uses data-driven marketing, influencer partnerships, and creative Out of Home strategies to promote holistic health and wellness.

In this episode, Ian and Meghan cover: 

• Meghan’s Career Path: Her passion for fitness and wellness and how it guided her career moves - from Lululemon to Amazon and now Oura.

• Oura’s Product and Mission: An overview of the Oura smart ring and how it helps to improve holistic health by tracking sleep, readiness, and activity. 

• Marketing and OOH Strategy: Oura’s use of OOH, including recent campaigns in New York and London, to drive both brand awareness and sales. 

• Influencers and Social Media: The crucial role social media influencers, especially those on TikTok, have played in accelerating Oura’s growth, with organic endorsements often leading to collaborations. 

• Data, Testing, and Attribution: Oura’s data-driven approach to marketing and the controlled tests the company runs to measure success and collaborate with creatives to refine strategies. 

• Balancing Data and Storytelling: Oura’s efforts to balance growth metrics with storytelling and how Meta’s brand safety updates pushed the company to advertise in more proactive transparent ways. 

To learn more about Meghan Reynolds and Oura, tune in to this week’s episode on all podcast platforms including Apple Music and Spotify.