Ray
Seven years ago, pharmacist Hilde Nys and her son, Thomas Kindermans, embarked on a radiant journey to create Ray — a health-conscious Belgian beauty brand. Since day one, Ray excelled in healthy and sustainable selfcare products.
Ray has blossomed into a successful love brand, capturing the hearts of many. With flagship stores in Antwerp, Ghent, Leuven and Brugge and 300 points of sale on top, Ray also operates an international e-commerce platform.
RADIANT PR APPROACH
Ray asked Walkie Talkie to take care of their day-to-day PR approach and influencer marketing for the Belgian market. This entails that we support them for all new product launches, shop openings,… We think of creative PR hooks to ensure coverage, secure interviews with the founders, set-up tests & reviews for first-tier journalists, cover paid media deals and transform influencers into durable ambassadors for the brand.
In 2024 Ray launched its revolutionary line for acne prone skin. We managed the full communication strategy, translating the new acne line into targeted messaging for press and influencers. A sneak peek of the product was showcased at our Press Days, still in its apothecary-style jar, not yet in the sleek green packaging that now distinguishes it from Ray’s other lines. This exclusive preview offered journalists an insight into Ray’s production journey, a process that always begins with founder Hilde’s dedication to her clients’ needs.
Corporate branding
Apart from all the above, we also really like to think of creative ways to support new campaigns. This was exemplified during the launch of their Anti-Aging range, where ambassador Ini Massez became the face of the product line.
At Ray they are not only ambitious when it comes to the quality of their products, they also aim to be a thought leader in the beauty world and educate consumers about why Ray makes a difference. In 2024 we mapped out a corporate PR-journey for Ray, where founder Thomas Kindermans had different opportunities to talk to press about the story, values, ambitions and, of course, the numbers of Ray. The Belgian beauty brand grew in a couple of years from local business to multi-million company. After organising a media training and drafting a detailed Q&A document, the interviews resulted in 7 online and 3 print media such as De Tijd, Trends, Het Laatste Nieuws, Retail Detail & Forbes. The total reach amounted to 1.514.765 with an ad value equivalent of almost €190.000. This leads up to an ROI of + 37. The coverage wave was typified by a positive tone of voice, spreading the passion and mission of this beautiful Belgian skincare brand.
Some numbers please? We ended Q3 2024 with more than 80 media clippings and 20 million eyeballs reached.
- Install a constant PR drum beat for Ray in Belgium Press releases
- Support shop openings
- Set-up a seeding program for tier 1 journalists
- Host press days
- Engage influencers as brand ambassadors
- Set-up giveaways or media deals with media partners
- CEO interviews
- Media training
- Q&A
