How This Underclothing Brand Name Won with an Anti-Black-Friday Social Project

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Ah, Black Friday.

It’s no surprise that the official kick-off day for the vacation shopping season is accountable for an enormous annual rise in consumer costs, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for huge box retailers, Black Friday can bring more challenges than advantages for small businesses.

Slashing costs to make sales cuts straight into their bottom line– and with restricted marketing budget plans and resources, competing with huge brand names takes nerve, insight, and creativity. That’s why the small businesses that stick out throughout the holiday season are the ones that get in touch with the distinct wants and requires of their clients, get strong with their marketing strategies, and create thumb-stopping content that’s sure to get people talking.

In 2015, UK-based sustainable underwear brand and Best SMM Panel client Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse buying. We spoke with Pantee’s creators, siblings Amanda and Katie McCourt, to discover how they did it, what the results were, and what they’ve found out for future projects.

What is Pantee?

Pantee is an underclothing brand making a difference: their items are used “deadstock” fabrics, or unsold stock that would otherwise end up in garbage dumps. Created by women, for ladies and the world, Pantee’s items are produced with comfort and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We introduced a service in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Official Noise Studio

For Pantee, sustainability isn’t a buzzword or pattern to get on; the brand name was established with this purpose at its core. The concept came to life in a thrift shop in 2019, when Amanda was searching second-hand clothing stores in London and was blown away by the number of new tee shirts lining the racks, tags still on them.

“It was crazy to me the number of individuals had actually distributed clothing prior to even wearing them when,” says Amanda. “It got me thinking: If this is how many discarded clothes we can see, just how much is there that we can’t see? When I started investigating, I knew that we might make a distinction. It’s extremely difficult to get buying ideal in the fashion business with trends and shopping cycles changing so frequently, and as an outcome, lots of business overproduce. I became focused on the idea of what we might do with deadstock clothing.”

The short answer to Amanda’s concern on just how much waste we can’t see: a lot. The fashion industry produces an estimated 92 million tonnes of textile waste each year, and approximately 30% of clothes made are never ever even sold.

With a strong passion to make a difference for our planet– and after recognizing that the soft cotton t-shirt material everyone loves would provide itself well to underwear and wireless bras– Amanda and Katie called the business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the concept to life.

@pantee_uk Upcycling never felt so good link in bio to learn more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Given that initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually grown into an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its first 1.5 years alone. Pantee likewise plants one tree for every order positioned (leading to over 1,500 trees planted!) and is a proud member of 1% For the World.

Flipping the script with a ‘Blackout Friday’ campaign

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had one thing on their minds: overconsumption. Already a problem in the fashion business throughout the regular season, Black Friday made certain to encourage consumers to make unnecessary purchases– a lot of which would go unused and wind up back on shelves or, worse, in garbage dumps.

So, while many small companies come to grips with whether to run sales and promotions, Pantee asked a various concern: how could they develop an effective project while staying true to their objective?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating customers to reassess their purchases and avoid impulse purchasing.
  • The message: Stop and believe prior to you purchase. Is it something you like? Is it something you require? If so, go on– buy and enjoy your new purchase. However if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the most significant impulse purchasing day of the year, and individuals get quickly drawn into sales,” states Katie. “But the mindset should be: Is it really a deal if you weren’t going to spend the cash initially? Our project position was not to motivate impulse buying, and we saw a great deal of engagement due to the fact that of the shared worths and common ground it established with our audience.”

“There is so much overconsumption on Black Friday,” includes Amanda. “Our position wasn’t always do not buy, however if you’re going to, buy something you’ve desired for a truly very long time.”

Pantee didn’t stop there. To bring the project to life and put their words into action, the merchant turned off their site to all however their engaged consumers, who were just able to access the website through a code they sent to their existing newsletter.

The results

The campaign was a frustrating success, resulting in a considerable boost in sales, social engagement and reach, brand name awareness and new customer acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the total fans at the time.
  • The project naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid spend.
  • Pantee’s newsletter grew by 33% in the week leading up to Black Friday.
  • The success of the social project extended far beyond Pantee’s Buy Instagram Verification, with the effort featured in top-tier press including The Observer, Drapers, Reuters, The Daily Mail, and more.

“While we didn’t run a sale or any promotions last year, Black Friday was the most significant sales day of the year,” states Katie. “By simply deciding and leveraging social to get our message out, we drove a month’s worth of web traffic in a matter of hours and had loads of individuals registering for our e-mail list. We saw a ton of new, novice customers even if they valued what we were doing.”

“Brand names often think that you can have worths, however they will not convert to sales,” includes Amanda. “But we believe that’s changing– and this project is a terrific example of that.”

Pantee is now launching the project for the second year and anticipating a lot more remarkable outcomes.

4 lessons learned from one non-traditional campaign

Whether you’re conceptualizing future innovative projects, constructing out next quarter’s social marketing technique or currently beginning on planning for next year’s holiday, Pantee’s Blackout Friday campaign holds terrific lessons that every marketer should keep top of mind. We asked Amanda and Katie for their top 4 recommendations– here’s what they said.

1. Focus on your function

“We yap about our worths as a brand name,” states Katie. “And time and time once again, we have actually seen that if we talk about an issue, our worths, or something with substance behind it, our engagement is a lot greater. That’s what individuals want to see: something that gets them thinking.”

Amanda adds: “I think at one point, we lost our way a bit and ended up being more item and sales heavy on our social channels, and we observed that we weren’t getting the exact same reach. Pushing product overcomes e-mail marketing and other areas of business, but with social, we have actually seen a larger opportunity to educate our audience and share helpful details that they can walk away with.”

2. An engaged community is whatever

“There’s a substantial difference in between growing a following and growing a following that likewise has engagement,” discusses Katie.” When it concerns social, what we have actually found is that individuals who engaged with us early on have actually become advocates for our brand name. We see so much value in neighborhood and engaging with our clients beyond getting the sale. Many brands see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Do not be afraid to be strong

“We learned quite early on with our social that the highest peaks of engagement occurred when we took a stand for something,” states Katie. “We’ve always been rather objective driven, but we like to have a good time with it and not be too preachy. When we’ve introduced projects with our sustainability mission at the forefront, the engagement has been through the roofing system.”

4. Keep in mind that there’s more to social than what you’re publishing

“Social media isn’t just about what you publish, it’s about how you engage with other accounts and make people feel,” describes Amanda. “Spending quality time on your social platforms connecting with others, developing relationships and developing an engaged neighborhood is indispensable. We use our social channels for two-way discussions with both customers and our community– there is so much you can find out when you talk with them rather of at them.”

If there’s one takeaway that increases above all the others, it’s that social is among the most powerful tools that brands can use to spark their company, turning onlookers into devoted brand advocates, awareness into sales, and your objective into favorable, tangible modification. Simply ask Pantee.

Find out about the greatest trends shaping social networks so you can stay ahead of the video game– and make sure your next social project is a winner.

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