Herock® Workwear as first Belgian brand on OnlyFans

“A smart marketing choice to reach your target audience cost-effectively”

Since today Herock®, specialist in workwear and safety shoes, is active on OnlyFans, the social media platform with an erotic touch. Herock® publishes sensual images there, which should encourage their target audience, working men and women, to buy Herock® workwear. “A smart marketing move”, sounds social media expert Tom Rumes, lecturer at Thomas More college. Managing director Laurent Van Laere has walked bold marketing paths before: “As a challenger in the market, you have to be creative with budgets to get noticed. When I first advertised in P-magazine 10 years ago, everyone declared me crazy, but the results were there!” Those who visit the OnlyFans page will have an extra chance to win a romantic trip.

Today, Herock® is not only a player in Belgium, but also in France, the Netherlands and Germany, and it is impossible to imagine the workwear and safety shoes market without it. Laurent is a pure-bred entrepreneur who follows his gut feeling. His experience in the sector and a healthy dose of daring and impulsiveness have often made things too hot for large, international players. With the campaign on OnlyFans, he is fanning the flames even more.

“The target audience of workmen is not the easiest to reach. I have always been in favour of communicating in a targeted way, through those channels where I have potential customers. Today, new channels, such as OnlyFans, are part of that. To get noticed as a smaller player, you have to dare to go left when everyone else is going right. Respond to what triggers your target audience. We've always done that at Herock®, for example also as a sponsor within car and motorcycle sports.” explains Laurent Van Laere.

Tom Rumes, lecturer at Thomas More college, content consultant and author of ‘’Be the story', a book on transmedia storytelling for content creators, understands the brand choice:

“You used to be able to reach your target audience by deploying 3 channels. Those days are over. You have to use multiple platforms, and preferably in a smart way. As a company, being with the evolutions in social media is a good thing, although that does not mean it is relevant for every brand, product or message to be active on new platforms like OnlyFans. The OnlyFans platform was originally designed to connect with your fan community, but, because of the revenue model behind it, has quickly slipped towards the erotic. For a brand like Herock®, the picture is right. They stay true to their bold style and rebellious image. A logical move!”

Over the next six weeks, the images will be released by mouth on Herock®'s OnlyFans page. Those who log on to OnlyFans can view the images for free and increase their chances of winning a romantic trip. The campaign runs until the end of August. Several macro and micro influencers are also being used for the campaign. More info on Herock®, their collection and company can be found at http://www.herockonlyheroes.com, their Facebook, Instagram, TikTok, and now also, their OnlyFans page.