ULTRAHUMAN RING
Japan Launch PR for the World’s Lightest Smart Ring

Background

Ultrahuman, a health tech brand originating in India, set out to launch its newest innovation—the Ultrahuman Ring AIR—in the Japanese market. The product offers a revolutionary approach to biofeedback, enabling users to monitor sleep, recovery, activity, and metabolism in a single, lightweight ring. Despite its technological innovation, brand recognition in Japan was minimal. The campaign required rapid awareness-building and trust development, aligned with the planned retail rollout through major distribution partners such as SoftBank and BicCamera.

Strategy & Execution

Positioning the product as “the world’s lightest smart ring,” we crafted a Japan-specific narrative emphasizing its all-in-one tracking capabilities for sleep, recovery, and metabolism. A localized press release led the rollout, followed by targeted media outreach to health, IT, and lifestyle verticals. Collaborations with high-authority media—including GIZMODO and Business Insider Japan—generated trusted reviews, while curated seeding ensured quality impressions.

In parallel, we aligned PR activities with official retail timing from SB C&S and consumer electronics partners, integrating e-commerce platforms like Amazon and Rakuten into our communication strategy. The campaign was structured to guide audiences from awareness to credibility, and ultimately to purchase—within a condensed timeframe.

Outcome

The campaign achieved coverage in 152 media outlets, including Yahoo! Japan, Nikkei Online, and other high-traffic platforms. The total ad equivalency value exceeded ¥16 million. In-depth review features in GIZMODO and Business Insider successfully highlighted product differentiation and usability, driving direct purchase intent. Retail traction on Amazon and BicCamera was evident soon after launch, and the PR execution received strong recognition from Ultrahuman’s global headquarters.