Kim Kardashian and Gwyneth Paltrow Start a Sleep Competition

Ōura Ring wearable tracker turns organic mentions into an Instagram challenge

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There’s nothing quite as valuable to marketers as an organic mention of their brand by a celebrity on social media.

So imagine the thrill at sleep tracking wearable Ōura Ring when its marketing team noticed Kim Kardashian and Gwyneth Paltrow get into a friendly feud about the slumber scores they’ve achieved. 

Kardashian and Paltrow compared their scores, which range from zero to 100 based on the finger ring’s measurement of heart rate and sleep quality, along with tracking workouts and steps.

Kardashian boasted her “optimal” 95 score for “readiness”—the overall measure of recovery that looks at the body’s responses in addition to activity levels to determine how prepared you are to take on the day’s stressors.



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