Photo credit: Oura

Brand Spotlight

Oura’s Winning Influencer

Marketing Strategies Outperform
the Competition

In 2021, fitness enthusiasts rarely leave the house without some sort of performance-tracking hardware. Data has become an integral part of the fitness industry,
and consumer fervor surrounding goal-tracking technology shows no sign of abating. However, with widespread popularity comes stiff competition: brands like Oura,
WHOOP, and FitBit are all vying for a piece of the action. Oura, in particular, has established itself as a key player in the health-tracking industry, growing tremendously
over the last year. Between November 2020 to October 2021, Oura captured $8.5M in Earned Media Value (EMV), an impressive 405% year-over-year increase.

In this installment of Tribe Dynamics’ Influencer Marketing Performance series, we explore the winning influencer marketing strategies that Oura has deployed to
outperform the competition. Additionally, we profile how Oura—and other fitness tech brands—can use Tribe Dynamics’ proprietary software, client partners, and
strategic account plans to build even more successful influencer programs.

1 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 EMV

Introduction to Earned Media Value

Earned Media Value, or EMV, is Tribe Dynamics’ proprietary metric for quantifying the estimated value of consumer engagement with digital earned media.
Our holistic approach assigns a unique value to a piece of content based on the platform it was published on and engagement received from followers and
consumers. This value is then attributed to the specific brands mentioned within the post. EMV can be used to evaluate the earned performance of individual
marketing campaigns and benchmark brands within the competitive landscape.

Platforms Engagement
including via

Instagram Comments
YouTube
Tweets/Retweets
Facebook
Favorites
Twitter
Likes
TikTok
Pins/Repins
Pinterest
Shares
Blogs
Video Views

Posts by

Influencers

Brands

Retailers

Publications

2 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 Quick Hits

Which influencers, campaigns, and content

trends drove the most engagement for Oura?
1 Kim Kardashian $810.4k
@kimkardashian EMV

1 Oura Benefits From New Powerhouse Influencer Partnerships

2 Carissa Moore $718.1k
@rissmoore10 EMV
Between November 2020 to October 2021, Oura expanded its roster of influencers by 140% year-over-year,
rising to a total of 602 content creators. The brand benefited from partnerships with new powerhouse
influencers like Kim Kardashian (@kimkardashian on Instagram) and former Olympian Lindsey Vonn
(@lindseyvonn), each of whom tagged Oura in various Stories and static posts highlighting the New Oura Ring
3 Lindsey Vonn
@lindseyvonn
$393.6k
EMV
Generation 3. Together, the pair were among Oura’s top-three most potent influencers, driving a collective
$1.2M EMV across 21 mentions.

21 $1.2M
Collective Brand Mentions Collective Total

2 Oura Expands Upon Existing Influencer Relationships

The potency of Oura’s existing influencer community increased as the brand focused on supporting these
consistent advocates. From November 2020 to October 2021, Oura’s average EMV per influencer increased
111% compared to the preceding year, rising to $14.1k EMV. Retained influencers, who accounted for 19% of
Oura’s community, contributed significantly to the brand’s potency spike, with the demographic experiencing
a 63% YoY increase. Athlete Kevin Love (@kevinlove on Instagram) and entrepreneur Timothy Ferriss (Tim
Ferriss on YouTube) were among Oura’s top retained influencers: the pair benefited from expanded support
from the brand, collectively increasing their potency by 837% and delivering $259.7k EMV.
$14.1k 111%
Increase YoY
Average EMV
Per influencer

3 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 Competitor Analysis

8.0k

6.0k

Number of Mentions
4.0k

WHOOP Dominates Industry Share of Voice 2.0k

WHOOP Fitbit Oura
9.2k 6.3k 2.5k
WHOOP surged over the last year, capturing $41.0M EMV from November 2020 to October 2021, a 134%
year-over-year increase. Contributing to the wearable technology company’s success was its pronounced
Nov 2020 - Oct 2021
advantage in share of voice versus its competitors. WHOOP boasted an impressive 9.2k mentions, 47% more
than FitBit (6.3k mentions) and 264% more than Oura (2.5k mentions). A 73% YoY expansion of the brand’s 73%
influencer community boosted WHOOP’s share of voice, with the brand adding big names like CrossFit athlete Increase in WHOOP Community Size YoY
Noah Ohlsen (@nohlsen on Instagram) to its roster.

1.0k

FitBit Prospers Thanks To Massive Community 750

Number of Influencers
Despite experiencing a challenging year, FitBit remains a staple for many workout enthusiasts, with the
500
fitness tech brand pulling in a respectable $13.2M EMV from November 2020 to October 2021. One key
aspect of FitBit’s influencer marketing strategy is out-competing other brands thanks to the sheer volume
250
of its influencer community. Since November 2020, 1.8k content creators have mentioned the brand— Fitbit WHOOP Oura
1.8k 939 602
nearly double the number of influencers that mentioned WHOOP, and three times as many as those who
mentioned Oura.
Nov 2020 - Oct 2021

$13.2M
EMV for Fitbit
Nov 20 - Oc 21

4 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 Key Takeaways

By partnering with big names in lifestyle

and fitness, Oura has done an excellent
job expanding its presence in the ultra-
competitive landscape of fitness-tech, and
has established a strong foundation for its
influencer marketing strategy. However, to
maintain a growth trajectory and continue
edging out the competition, Oura must keep
its foot on the pedal by doubling down on
promising relationships and identifying new,
enthusiastic advocates. With the help of Tribe
Dynamics’ platform and influencer marketing
solutions, Oura can become the go-to brand
in wearable health technology.

5 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 Key Takeaways
One
Foster and Support Existing 237

Influencer Relationships

21% 79%
Increase in Increase in
Posting Frequency Frequency
Post Potency Potency
Nov 2020 - Oct 2021
Oura’s Challenge: Solution: Nov 2020 - Oct 2021

Foster & Support Existing Ambassador Dashboard

Influencer Relationships
Our Ambassador dashboard
To maintain the excellent helps marketing managers view
working relationships that individual content creators’
Oura has already established, posting histories and EMV
contributions, with options to
21% 48%
the brand needs to ensure Increase in Increase in
consistent relationship- filter by time frame, channel, Community Size Community Size Post Count Post Count
Nov 2020 - Oct 2021 Nov 2020 - Oct 2021
building practices. The key to a follower count, and more.
successful influencer marketing Additionally, this feature offers
strategy is ensuring that brand a unified, intuitive database for
affinity remains authentic, storing influencers’ personal
which helps produce credible, details, such as birthdays
compelling content. Tribe and product preferences.
Dynamics provides a range of Tribe Dynamics’ Client Partner
community management tools team can collaborate with
to keep this crucial demographic Oura’s marketing managers to
fully engaged. translate specific ambassador
Kim Kardashian Don Saladino Carissa Moore
insights into powerful influencer Most Potent Most Frequent Trending
outreach strategies.
$810.4k EMV $154.6k EMV $633.9k EMV

7 Pieces of Content 70 Pieces of Content 54 Pieces of Content

$115.8k EMV/Post $18.2k EMV/Post $11.7k EMV/Post

6 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 $4.5M
Key Takeaways
Two
Develop New, Engaging Influencer 53%
Of Oura’s total EMV

Campaigns
$2.3M

$1.0M
Oura’s Challenge: Solution: Top Posts: EMV
Develop New, Engaging Campaigns
$759.9k
Influencer Campaigns
$100.9k EMV
Our Campaigns feature allows
Campaigns provide a unique brands to track influencers’ Powerhouse Established Mid-Tier Micro

opportunity for Oura to edge content creation and EMV stats

out the competition. With big for specific initiatives. Oura’s
Impact by Tier
names already behind the marketing managers can use Total EMV generated by the Oura Ring community,
brand, Oura can leverage its Campaigns for a real-time look Nov 2020 - Oct 2021

powerhouse influencers to at which campaign content

participate in creative initiatives is garnering the highest
that push the brand further into engagement, and adjust their @chanteljeffries
Community Channel Breakdown
the limelight. strategies accordingly. To
Instagram: Feed Image
augment this feature, a Tribe
Dynamics Client Partner will
deliver a bi-annual strategic
$1.4M $88.1k EMV
analysis of Oura’s most EMV

notable recent campaigns,

$2.2k
and collaborate with marketing EMV

managers to create custom

Interactions
deliverables.

269.8k 2.8k 414.7k @kimkardashian

Likes Comments Views

Instagram: Story Image

7 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 Key Takeaways
Three
Scale Your Influencer Community at Pace
237

230

Oura’s Challenge: Solution: 19%

Retained Fans

Number of Influencers
Scale Your Influencer Discover & Search
Community at Pace
Tribe Dynamics’ influencer 74
Oura has the smallest marketing software offers
community among its key several features that can
competitors, and while help Oura find the right
24%
Lost Fans
community size isn’t ambassadors. Search allows
everything, it certainly Oura to surface new partners Nov 2020 - Oct 2021

contributes to growth in EMV from Tribe Dynamics’ broader Oura

Community Breakdown
and share of voice. To pull ambassador database, filtering
ahead, Oura needs to focus by keywords, hashtags, and 84%
New Fans
resources towards identifying posting histories. Meanwhile,
new influencers who can with Discover, brands can view Ambassadors to Watch
authentically promote the EMV and engagement figures
brand via engaging content. for influencers who have
Tribe Dynamics can assist already posted about them,
in identifying the perfect helping Oura identify impactful
partnerships as Oura continues advocates to activate. Finally,
to grow. Oura’s designated Client Partner
will provide bi-annual Strategic
Account Plans, which summarize
Alix Klineman Holly Lawrence
changes in Oura’s community
@alixklineman @hollylawrencetri
over time and highlight
opportunities for growth. $69.7k EMV $47.5k EMV

11 Posts 9 Posts

8 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight

 The Bottom Line
Given Oura’s incredible EMV growth over the past year, there’s no doubt that the
The most
brand has the makings of a superb influencer marketing strategy. But without
comprehensive
continued community expansion and campaign development, an influencer influencer marketing
marketing program can stagnate, allowing for competitors to pull ahead. With a boost tracking and
from Tribe Dynamics’ influencer marketing tools, Oura can maintain its explosive analytics software
growth and stay on top of the highly competitive fitness tech space.
Tribe Dynamics is a San Francisco-
based software company that helps
brands drive and measure high-
impact digital earned media at scale.

For more info:

visit tribedynamics.com

9 © COPYRIGHT Tribe Dynamics 2021 | Oura Brand Spotlight