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

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Ah, Black Friday.

It’s not a surprise that the main kick-off day for the vacation shopping season is accountable for a huge annual surge in customer costs, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for big box merchants, Black Friday can bring more obstacles than advantages for small companies.

Slashing rates to make sales cuts straight into their bottom line– and with limited marketing budget plans and resources, competing with big brand names takes courage, insight, and imagination. That’s why the small businesses that stand apart throughout the holiday are the ones that connect with the special wants and needs of their clients, get strong with their marketing methods, and produce thumb-stopping material that makes certain to get individuals talking.

Last year, UK-based sustainable underwear brand name and Best SMM Panel client Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse buying. We spoke with Pantee’s founders, sisters Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they’ve learned for future projects.

What is Pantee?

Pantee is an underclothing brand name making a difference: their products are made using “deadstock” materials, or unsold inventory that would otherwise end up in garbage dumps. Created by ladies, for women and the planet, Pantee’s items are created with convenience and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We released 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 founded with this function at its core. The idea came to life in a thrift shop in 2019, when Amanda was browsing second-hand clothing stores in London and was blown away by the variety of brand-new t-shirts lining the racks, tags still on them.

“It was insane to me the number of individuals had actually given away clothing prior to even using them when,” states 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 understood that we could make a difference. It’s extremely hard to get purchasing ideal in the fashion industry with patterns and shopping cycles altering so often, and as a result, many companies overproduce. I became fixated on the idea of what we could do with deadstock clothes.”

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

With a vibrant enthusiasm to make a distinction for our world– and after understanding that the soft cotton tee shirt fabric everyone likes would lend itself well to underwear and wireless bras– Amanda and Katie called 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 great link in bio to read more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Given that at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually become a successful sustainable start-up– upcycling more than 1,500 kgs of deadstock fabric in its first 1.5 years alone. Pantee also plants one tree for each order positioned (leading to over 1,500 trees planted!) and is a proud member of 1% For the World.

Turning the script with a ‘Blackout Friday’ project

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 routine season, Black Friday made certain to motivate consumers to make unneeded purchases– many of which would go unused and wind up back on shelves or, worse, in landfills.

So, while lots of small businesses faced whether or not to run sales and promotions, Pantee asked a different question: how could they create a successful campaign while remaining true to their mission?

  • The service: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to rethink their purchases and prevent impulse buying.
  • The message: Stop and believe prior to you buy. Is it something you like? Is it something you need? If so, go on– buy 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 easily sucked into sales,” says Katie. “But the mentality should be: Is it truly a deal if you weren’t going to invest the money originally? Our campaign stance was not to motivate impulse purchasing, and we saw a lot of engagement due to the fact that 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 buy, but if you’re going to, purchase something you have actually desired for a truly long period of 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 clients, who were only able to access the site through a code they sent out to their existing mailing list.

The outcomes

The campaign was an overwhelming success, leading to a significant increase in sales, social engagement and reach, brand name awareness and new client acquisition.

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the overall followers at the time.
  • The project organically increased web traffic by 122% month-over-month in November 2021 without any 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 Verified, with the effort 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 last year, Black Friday was the greatest sales day of the year,” says 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 people signing up for our email list. We saw a ton of brand-new, novice consumers even if they valued what we were doing.”

“Brands frequently believe that you can have worths, but they won’t transform to sales,” includes Amanda. “However we think that’s altering– and this campaign is an excellent example of that.”

Pantee is now introducing the project for the 2nd year and looking forward to even more remarkable outcomes.

4 lessons learned from one unconventional project

Whether you’re conceptualizing future creative projects, developing out next quarter’s social marketing technique or already getting started on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds excellent lessons that every online marketer need to keep top of mind. We asked Amanda and Katie for their top 4 suggestions– here’s what they stated.

1. Hone in on your purpose

“We yap about our worths as a brand,” says Katie. “And time and time once again, we’ve seen that if we talk about an issue, our worths, or something with compound behind it, our engagement is so much higher. That’s what people wish to see: something that gets them thinking.”

Amanda adds: “I believe 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 very same reach. Pressing product works through email marketing and other areas of the business, but with social, we have actually seen a larger opportunity to inform our audience and share useful information that they can leave with.”

2. An engaged neighborhood is everything

“There’s a substantial difference in between growing a following and growing a following that also has engagement,” describes Katie.” When it concerns social, what we’ve discovered is that people who engaged with us early on have ended up being advocates for our brand name. We see a lot worth in neighborhood and engaging with our customers beyond getting the sale. Many brand names 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 bold

“We learned rather early on with our social that the greatest peaks of engagement took place when we took a stand for something,” says Katie. “We’ve constantly been quite mission driven, however we like to have fun with it and not be too preachy. When we have actually introduced campaigns with our sustainability mission at the forefront, the engagement has been through the roofing system.”

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

“Social media isn’t almost what you publish, it has to do with how you engage with other accounts and make individuals feel,” discusses Amanda. “Spending time on your social platforms connecting with others, building relationships and developing an engaged community is important. We use our social channels for two-way conversations with both consumers and our neighborhood– 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 powerful tools that brands can utilize to spark their company, turning onlookers into devoted brand advocates, awareness into sales, and your objective into favorable, tangible change. Just ask Pantee.

Discover the most significant patterns forming social networks so you can remain ahead of the game– and make sure your next social project is a winner.

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