OWLET
A calm night's sleep, built on data
Owlet is one of the most recognized names in infant health technology. Its smart monitoring system, worn as a soft sock, tracks a sleeping baby's heart rate, oxygen level, and sleep, then sends live readings to a parent's phone, the first FDA-cleared smart baby monitor of its kind. Ruckus served as Owlet's digital marketing partner, auditing the full marketing ecosystem and running paid, social, email, and influencer as one coordinated engine through the 2022 holiday season.
Trust at every touch
The brief called for growing Owlet's presence with new and expecting parents in the right channels, connecting paid, social, email, and influencer into one system that carries a family from first impression to loyal owner. For a health product worn by an infant, every message had to feel warm, credible, and reassuring: confidence was the campaign.
Where growth already lives
Before a dollar moved, Ruckus ran a discovery workshop and a full audit across paid performance, organic social, and email and retention, mapping what was working, what was left on the table, and where trust could be strengthened. The data was clear from kickoff: influencer-led Dream Sock creative pulled a 5.5 percent click-through rate, and an insight-led unit built around 'permission to sleep, granted' ran longest in rotation at 2.87 percent.
With the audit complete, Ruckus set the campaign's tone and built the media plan around it, testing every channel with the smallest meaningful spend first and scaling budget only once a vehicle earned its return.
Built and run for the season that matters most
Discovery, three audits, creative direction, and a full media plan moved from kickoff to in-market execution in weeks, in time for the holiday push, running paid search, paid and organic social, email, and influencer as one coordinated system. When Owlet paused all paid media for 2023 amid company-wide cuts, the engagement closed the way it began: with clear communication and a client that valued the work.
