The information stored in our cookies does not directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.
RAY
Five 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. Be sure to keep an eye out for Ray, because their journey is just beginning, with thrilling expansion plans on the horizon.
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
Mother and son, a small laboratory, local production, and thousands of customers, such a compelling story must be told right? To make sure the world heard their corporate story in all its radiance, we also proposed a series of high-impact CEO interviews across various media. Ranging from news and business newspapers and magazines to retail outlets. 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