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

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Ah, Black Friday.

It’s not a surprise that the official kick-off day for the vacation shopping season is responsible for an enormous annual rise in customer costs, 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 difficulties than benefits for small businesses.

Slashing rates to make sales cuts straight into their bottom line– and with limited marketing budgets and resources, taking on big brand names takes courage, insight, and imagination. That’s why the small companies that stand out during the holiday season are the ones that connect with the special desires and requires of their clients, get bold with their marketing strategies, and create thumb-stopping content that makes certain to get individuals talking.

In 2015, UK-based sustainable underwear brand and Best SMM Panel customer 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 discover how they did it, what the outcomes were, and what they’ve learned for future campaigns.

What is Pantee?

Pantee is an underwear brand making a difference: their items are used “deadstock” materials, or unsold inventory that would otherwise wind up in landfills. Designed by ladies, for ladies and the planet, Pantee’s products are produced with convenience and design in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We introduced an organization in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Sound Studio

For Pantee, sustainability isn’t a buzzword or trend to jump on; the brand name was established with this function at its core. The concept came to life in a thrift store in 2019, when Amanda was browsing second-hand clothes stores in London and was blown away by the variety of new tee shirts lining the racks, tags still on them.

“It was insane to me the number of individuals had distributed clothes prior to even wearing them as soon as,” states Amanda. “It got me thinking: If this is the number of disposed of clothing we can see, how much exists that we can’t see? When I started researching, I understood that we might make a difference. It’s really hard to get buying ideal in the fashion industry with trends and shopping cycles changing so often, and as a result, numerous companies overproduce. I became fixated on the concept of what we could do with deadstock clothing.”

The short response to Amanda’s concern 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 sold.

With a strong passion to make a distinction for our world– and after understanding that the soft cotton tee shirt fabric everyone loves would lend itself well to underclothing and wireless bras– Amanda and Katie named the business Pantee (an abridged variation of “trousers made from deadstock tees”) and got to work bringing the concept to life.

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

Since at first 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 fabric in its first 1.5 years alone. Pantee likewise plants one tree for every order put (leading to over 1,500 trees planted!) and is a happy member of 1% For the Planet.

Turning the script with a ‘Blackout Friday’ campaign

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Currently a problem in the fashion business throughout the regular season, Black Friday was sure to motivate customers to make unneeded purchases– a lot of which would go unused and wind up back on shelves or, worse, in landfills.

So, while numerous small companies grappled with whether or not to run sales and promotions, Pantee asked a various question: how could they produce an effective campaign while staying real to their objective?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to rethink their purchases and prevent impulse purchasing.
  • The message: Stop and think before you buy. Is it something you enjoy? Is it something you need? If so, go ahead– purchase and enjoy your brand-new purchase. However if you weren’t already going to make that purchase, consider going without.

“Black Friday is the greatest impulse buying day of the year, and people get easily sucked into sales,” states Katie. “But the mindset should be: Is it really a deal if you weren’t going to invest the cash originally? Our campaign stance was not to encourage impulse buying, and we saw a lot of engagement since of the shared worths and common ground it developed with our audience.”

“There is a lot overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t always do not make a purchase, but if you’re going to, purchase something you have actually wanted for a really very long time.”

Pantee didn’t stop there. To bring the campaign to life and put their words into action, the retailer switched off their website to all however their engaged clients, who were just able to access the website through a code they sent out to their existing newsletter.

The results

The project was an overwhelming success, leading to a substantial increase in sales, social engagement and reach, brand name awareness and new consumer acquisition.

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the overall fans at the time.
  • The campaign naturally increased web traffic by 122% month-over-month in November 2021 with no supported paid invest.
  • Pantee’s subscriber list grew by 33% in the week leading up to Black Friday.
  • The success of the social campaign extended far beyond Pantee’s Buy Instagram Verification, with the effort featured in top-tier press consisting of The Observer, Drapers, Reuters, The Daily Mail, and more.

“While we didn’t run a sale or any promos last year, 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 signing up for our email list. We saw a ton of brand-new, novice customers even if they valued what we were doing.”

“Brands often think that you can have values, but they won’t transform to sales,” includes Amanda. “But we think that’s changing– and this campaign is a terrific example of that.”

Pantee is now introducing the project for the second year and looking forward to even more excellent outcomes.

4 lessons learned from one non-traditional project

Whether you’re brainstorming future imaginative campaigns, developing out next quarter’s social marketing strategy or already beginning on planning for next year’s holiday, Pantee’s Blackout Friday project holds fantastic lessons that every online marketer must keep top of mind. We asked Amanda and Katie for their top 4 recommendations– here’s what they stated.

1. Focus on your function

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

Amanda includes: “I believe at one point, we lost our method a bit and became more product and sales heavy on our social channels, and we saw that we weren’t getting the same reach. Pressing item overcomes email marketing and other locations of business, however with social, we’ve seen a larger chance to educate our audience and share helpful info that they can win.”

2. An engaged community is whatever

“There’s a huge distinction in between growing a following and growing a following that also has engagement,” explains Katie.” When it concerns social, what we’ve discovered is that individuals who engaged with us early on have become advocates for our brand name. We see so much value in community and engaging with our customers beyond getting the sale. Many 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 bold

“We discovered quite at an early stage with our social that the greatest peaks of engagement happened when we took a stand for something,” says Katie. “We’ve constantly been rather objective driven, however we like to have fun with it and not be too preachy. When we’ve launched projects with our sustainability objective at the leading edge, the engagement has actually been through the roof.”

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

“Social network isn’t just about what you publish, it has to do with how you engage with other accounts and make people feel,” explains Amanda. “Spending quality time on your social platforms getting in touch with others, building relationships and establishing an engaged neighborhood is indispensable. We utilize our social channels for two-way discussions with both consumers and our community– there is a lot you can learn when you talk with them instead 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 brands can use to spark their service, turning spectators into devoted brand name supporters, awareness into sales, and your mission into favorable, concrete modification. Simply ask Pantee.

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

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