Walkie Talkie

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Four years ago, pharmacist Hilde Nys and her son, Thomas Kindermans, embarked on a radiant journey to create Ray — a health-conscious beauty brand with a crystal-clear USP: skin-, body- and hair care that nurtures your skin and health while keeping our precious planet in mind.

From day one, Ray has been a guidance to sustainable and healthy selfcare products that do more than just beautify — they nourish and protect.

Since then, Ray has blossomed into a multi-million-dollar brand with flagship stores in Antwerp, Ghent and Leuven and many more to come. But it doesn’t stop there. Ray also operates an international e-commerce platform, offering shipping worldwide. Be sure to keep an eye out for Ray, because their story is far from over, with exciting plans for expansion on the horizon.

creative new campaigns

Ray asked Walkie Talkie to take care of their day-to-day PR approach and influencer marketing for the Belux market. This entails that we support them for all new product launches, shop openings, think of creative PR hooks to ensure coverage, secure interviews with the founders in key media titles, set-up tests & reviews for first-tier journalists, cover paid media deals and transform influencers into durable ambassadors for the brand, and the list goes on!

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.

Some numbers please? We ended 2023 with more than 50 media clippings, but hold on to your horses, because 2024 has started with 7 million eyeballs reached in only 4 months time (April 2024). Soaring to even greater heights!

This effort results in a total of 20 media clippings already, spanning across print and online platforms. 

  • Install a constant PR drum beat for Ray in Belgium 
  • Press mailings
  • Support shop openings
  • Set-up a seeding program for tier 1 journalists 
  • Host press days 
  • Secure interviews with the founders 
  • Engage influencers as brand ambassadors
  • Set-up giveaways or media deals with media partners