The English football team’s use of Ōura rings during the Euros drove the category to record levels of consumer demand. Consequently, Ōura’s share is now back ABOVE the level it had before Samsung’s January announcement.

Event based consumer search thrives on relevant and motivating information, and this event ticks all the boxes:

• Aligning to the key UK passion point
• Topical and trending with the Euros taking place
• Organic endorsement from a team seeking the highest level performance
• Players quotes about it becoming ‘addictive’ and looking for ‘an edge’
• High visibility with players wearing the rings during press conferences
• Media attention with articles in UK and also globally

The event highlights Ōura’s ability to capitalise on the demand from high profile endorsements, significantly boosting their awareness and demand organically. Remember, the FA paid Ōura, not the other way round!

This at a time when the smart ring category is becoming increasingly competitive with Samsung entering the market and potential entrants like HONOR and Apple waiting in the wings. All brands will need to face the challenge that Ōura is currently THE smart ring for a large number of professional athletes.

It’s also a great example of how we measure the impact of events on your and competitor brands. Knowledge is power.