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

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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 surge in customer spending, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for big box merchants, Black Friday can bring more obstacles than advantages for small companies.

Slashing prices to make sales cuts straight into their bottom line– and with limited marketing budgets and resources, competing with big brands takes nerve, insight, and imagination. That’s why the small businesses that stick out throughout the holiday season are the ones that connect with the distinct desires and needs of their customers, get bold with their marketing methods, and produce thumb-stopping material 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 talked to Pantee’s creators, sis Amanda and Katie McCourt, to learn how they did it, what the outcomes were, and what they have actually found out for future campaigns.

What is Pantee?

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

@pantee_uk We released a business in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Noise Studio

For Pantee, sustainability isn’t a buzzword or pattern to get on; the brand name was established with this function at its core. The idea came to life in a thrift shop in 2019, when Amanda was searching pre-owned clothing shops in London and was blown away by the variety of brand-new t-shirts lining the shelves, tags still on them.

“It was crazy to me how many people had distributed clothes prior to even using them once,” states Amanda. “It got me thinking: If this is how many discarded clothes we can see, how much is there that we can’t see? As soon as I started researching, I knew that we could make a difference. It’s very tough to get purchasing ideal in the fashion business with patterns and shopping cycles changing so regularly, and as an outcome, numerous companies overproduce. I ended up being fixated on the idea of what we could do with deadstock clothing.”

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

With a vibrant passion to make a distinction for our planet– and after understanding that the soft cotton t-shirt material everybody loves would lend itself well to underwear and wireless bras– Amanda and Katie named the business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the principle to life.

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

Because initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually become an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its first 1.5 years alone. Pantee also plants one tree for every single order put (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. Currently a concern in the fashion business throughout the regular season, Black Friday made sure to encourage customers to make unneeded purchases– a lot of which would go unused and end up back on racks or, even worse, in land fills.

So, while lots of small businesses faced whether or not to run sales and promotions, Pantee asked a various concern: how could they produce an effective campaign while remaining real to their mission?

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an effort encouraging consumers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you buy. Is it something you love? Is it something you need? If so, go on– purchase and enjoy your brand-new purchase. But if you weren’t already going to make that purchase, consider going without.

“Black Friday is the biggest impulse buying day of the year, and people get quickly sucked into sales,” states Katie. “But the mindset should be: Is it actually a bargain if you weren’t going to invest the cash initially? Our campaign stance was not to motivate impulse purchasing, and we saw a lot of engagement because of the shared values and common ground it developed with our audience.”

“There is a lot overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t necessarily don’t make a purchase, but if you’re going to, buy something you’ve desired for a truly 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 but their engaged consumers, who were only able to access the website through a code they sent to their existing mailing list.

The outcomes

The project was a frustrating success, causing a significant increase in sales, social engagement and reach, brand name awareness and new customer acquisition.

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

“While we didn’t run a sale or any promotions in 2015, Black Friday was the biggest sales day of the year,” states Katie. “By merely taking a stand 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 email list. We saw a lots of brand-new, first-time consumers even if they valued what we were doing.”

“Brand names frequently think that you can have values, however they will not convert to sales,” includes Amanda. “However we think that’s changing– and this campaign is an excellent example of that.”

Pantee is now releasing the campaign for the second year and eagerly anticipating even more outstanding results.

4 lessons gained from one non-traditional project

Whether you’re brainstorming future imaginative projects, building out next quarter’s social marketing technique or already starting on preparing for next year’s holiday season, Pantee’s Blackout Friday campaign holds fantastic lessons that every online marketer ought to keep top of mind. We asked Amanda and Katie for their top four suggestions– here’s what they said.

1. Hone in on your purpose

“We yap about our values as a brand name,” says Katie. “And time and time again, we have actually seen that if we speak about an issue, our values, or something with compound behind it, our engagement is a lot higher. That’s what people wish to see: something that gets them thinking.”

Amanda adds: “I think at one point, we lost our way a bit and became more item and sales heavy on our social channels, and we noticed that we weren’t getting the same reach. Pressing item works through e-mail marketing and other locations of business, but with social, we have actually seen a larger chance to inform our audience and share beneficial information that they can leave with.”

2. An engaged neighborhood is whatever

“There’s a substantial difference between growing a following and growing a following that likewise has engagement,” discusses Katie.” When it comes to social, what we’ve found is that people who engaged with us early on have become advocates for our brand. We see a lot worth in neighborhood and engaging with our customers beyond getting the sale. Numerous brand names see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Don’t be afraid to be strong

“We found out rather at an early stage with our social that the greatest peaks of engagement happened when we decided for something,” says Katie. “We have actually constantly been rather objective driven, but we like to have fun with it and not be too preachy. When we’ve launched projects with our sustainability objective at the forefront, the engagement has been through the roofing.”

4. Remember that there’s more to social than what you’re posting

“Social media isn’t almost what you post, it has to do with how you engage with other accounts and make individuals feel,” discusses Amanda. “Spending quality time on your social platforms connecting with others, developing relationships and establishing an engaged community is invaluable. We utilize our social channels for two-way conversations with both customers and our community– there is so much you can learn when you talk with them rather of at them.”

If there’s one takeaway that rises above all the others, it’s that social is one of the most effective tools that brand names can use to ignite their business, turning onlookers into faithful brand advocates, awareness into sales, and your mission into favorable, concrete change. Simply ask Pantee.

Learn about the most significant trends forming social networks so you can remain ahead of the video game– and make certain your next social project is a winner.

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