Gucci x Oura — Global Campaign Launch Oura Ring, 2022
In spring 2022, Oura Ring partnered with Gucci on a first-of-its-kind collaboration — a limited edition ring that brought together Oura's health technology and Gucci's legendary Italian design. I joined the in-house creative team as Senior Copywriter and led copy across every channel of the global launch.
My role
Landing page, launch email, blog post, social copy, and in-app messaging — conceived and written from a single creative brief built around the campaign theme: a journey of self-discovery. Read the launch blog post →
The work
The campaign needed to live in two worlds simultaneously — the precise, science-backed language of a health tech brand and the aspirational, fashion-forward voice of one of the world's most recognizable luxury houses. The copy threaded that needle by leading with feeling and backing it with function: "Exquisite design. Precise health metrics. Quite simply, a flawless blend of fashion and function."
Every channel had its own job to do. The landing page established the visual and narrative world of the collaboration. The launch email drove traffic and conversions. Social copy had to stop the scroll on a campaign that was already visually stunning. In-app messaging welcomed new Gucci x Oura members into the platform in a voice that felt worthy of what they'd just purchased.
Results
43% spike in site traffic
69% email open rate (22% CTR)
11% lift in non-Gucci product sales
192% boost in social engagement
3,500+ new followers
