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 main kick-off day for the vacation shopping season is accountable for a massive yearly rise in customer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for huge box merchants, Black Friday can bring more challenges than advantages for small businesses.

Slashing prices to make sales cuts straight into their bottom line– and with minimal marketing budgets and resources, competing with huge brands takes nerve, insight, and imagination. That’s why the small companies that stick out during the holiday are the ones that connect with the special wants and requires of their clients, get strong with their marketing strategies, and produce thumb-stopping content that makes sure to get individuals talking.

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

What is Pantee?

Pantee is an underclothing brand name making a distinction: their products are used “deadstock” fabrics, or unsold inventory that would otherwise end up in land fills. Designed by ladies, for women and the world, Pantee’s products are produced with comfort and style in mind, while helping avoid unused garments from going to waste.

@pantee_uk We introduced a business 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 founded with this function at its core. The idea came to life in a thrift store in 2019, when Amanda was searching pre-owned clothes stores in London and was blown away by the variety of brand-new tee shirts lining the racks, tags still on them.

“It was insane to me how many people had actually handed out clothing prior to even using 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 began investigating, I understood that we could make a distinction. It’s extremely hard to get buying ideal in the fashion business with patterns and shopping cycles altering so often, and as an outcome, numerous business overproduce. I became focused on the idea of what we might do with deadstock clothes.”

The short answer 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 around 30% of clothing made are never even offered.

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

@pantee_uk Upcycling never felt so excellent link in bio to find out more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion glamorous– milo

Because at first introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually become an effective sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its first 1.5 years alone. Pantee likewise plants one tree for every single order put (leading to over 1,500 trees planted!) and is a proud member of 1% For the Planet.

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 routine season, Black Friday was sure to motivate customers to make unnecessary purchases– many of which would go unused and wind up back on racks or, worse, in landfills.

So, while lots of small companies grappled with whether to run sales and promotions, Pantee asked a various concern: how could they produce a successful campaign while staying real to their mission?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort encouraging consumers to reconsider their purchases and prevent impulse buying.
  • The message: Stop and think prior to you purchase. Is it something you enjoy? Is it something you need? If so, proceed– purchase and enjoy your new purchase. However if you weren’t already going to make that purchase, think about going without.

“Black Friday is the biggest impulse buying day of the year, and people get easily sucked into sales,” says Katie. “But the mentality should be: Is it truly a bargain if you weren’t going to invest the cash initially? Our project stance was not to encourage impulse buying, and we saw a great deal of engagement since of the shared worths and common ground it developed with our audience.”

“There is so much overconsumption on Black Friday,” includes Amanda. “Our position wasn’t always don’t make a purchase, but if you’re going to, buy something you’ve desired for an actually long period of time.”

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

The outcomes

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

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the overall followers at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 with no supported paid invest.
  • 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 consisting of 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 greatest sales day of the year,” states Katie. “By simply 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 e-mail list. We saw a ton of new, newbie consumers even if they valued what we were doing.”

“Brand names frequently think that you can have values, but they won’t transform to sales,” includes Amanda. “But we believe that’s changing– and this project is an excellent example of that.”

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

4 lessons learned from one unconventional project

Whether you’re conceptualizing future imaginative campaigns, constructing out next quarter’s social marketing technique or currently beginning on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds fantastic lessons that every online marketer ought to keep top of mind. We asked Amanda and Katie for their leading 4 suggestions– here’s what they stated.

1. Focus on your function

“We talk a lot about our worths as a brand,” says Katie. “And time and time again, we have actually seen that if we discuss a concern, our values, or something with substance behind it, our engagement is so much higher. That’s what individuals want to see: something that gets them thinking.”

Amanda includes: “I think at one point, we lost our method a bit and became more item and sales heavy on our social channels, and we noticed that we weren’t getting the very same reach. Pushing item works through e-mail marketing and other locations of the business, however with social, we’ve seen a bigger chance to educate our audience and share beneficial info that they can win.”

2. An engaged neighborhood is whatever

“There’s a huge difference between growing a following and growing a following that likewise has engagement,” describes Katie.” When it pertains to social, what we’ve found is that individuals who engaged with us early on have ended up being advocates for our brand. We see so much value in neighborhood and engaging with our consumers beyond getting the sale. Lots of brands see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Do not be afraid to be vibrant

“We learned quite at an early stage with our social that the greatest peaks of engagement took place when we took a stand for something,” says Katie. “We have actually always been rather objective driven, but we like to have fun with it and not be too preachy. When we have actually introduced campaigns with our sustainability mission at the leading edge, the engagement has been through the roof.”

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

“Social network isn’t practically what you post, 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, constructing relationships and establishing an engaged neighborhood is invaluable. We utilize our social channels for two-way discussions with both customers and our neighborhood– there is a lot you can learn when you talk with them instead of at them.”

If there’s one takeaway that increases above all the others, it’s that social is one of the most powerful tools that brands can utilize to spark their business, turning onlookers into loyal brand name advocates, awareness into sales, and your mission into favorable, concrete modification. Simply ask Pantee.

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