Veritas

Love Your Legs

The challenge 

We often neglect our leg health, taking action only when issues arise. Preventive use of compression stockings can avoid most problems and is recommended from a young age for optimal leg health. Suitable for both standing and sitting professions, athletes at all levels, and travelers, compression stockings address the burden of our sedentary lifestyle.

Veritas, a leading Belgian accessories retailer with 130 years of legwear expertise and the exclusive distributor of Stockx compression socks, identified a significant gap in public awareness regarding these benefits. Despite their potential to improve physical and mental health, compression stockings are underappreciated and misunderstood. Therefore, it is crucial to change perceptions and educate the audience about their benefits, revealing the sales potential in the Belgian market.

The work 

Veritas teamed up with MMBSY to promote compression stockings by emphasizing their health benefits. MMBSY handled the campaign from ideation to execution, contributing through:

  • Campaign Ideation: Proposing a scientifically backed campaign with expert endorsements and celebrity advocates.
  • Messaging & Press Releases: Crafting key messages and press releases.
  • Research: Studying the target audience and benefits of the stockings.
  • Strategy: Using a multichannel approach including videos, PR, social media, and influencers.
  • Celebrity Endorsements: Featuring gymnast Nina Derwael and hockey player Alexander Hendrickx.
  • Expert Insights: Highlighting neurologist Professor Steven Laureys.
  • Content Creation: Producing videos and engaging social media content.
  • Influencer Campaign: Engaging nine unpaid influencers.
  • Media Relations: Hosting a press conference and managing interviews for brand visibility.

The results 

PR coverage 

  • 31 publications 
  • 32 social media posts
  • Reach: 37.000.000
  • PR value: €704,350

 

High Visibility

The campaign was featured on major media outlets, including VTM News, VRT Journaal, Stubru, Joe FM, Het Laatste Nieuws, Het Nieuwsblad, De Morgen, La Dernière Heure, Metro, and Flair.

Increased Sales

4 times increase in sales of compression stockings, of which 40% coming from new clients