How This Underwear Brand Name 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 a huge annual rise in customer costs, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for huge box merchants, Black Friday can bring more challenges than advantages for small businesses.

Slashing costs to make sales cuts directly into their bottom line– and with minimal marketing budget plans and resources, competing with big brand names takes nerve, insight, and imagination. That’s why the small companies that stick out during the holiday season are the ones that connect with the distinct desires and requires of their consumers, get vibrant with their marketing techniques, and create thumb-stopping content that makes certain to get individuals talking.

Last year, UK-based sustainable underclothing brand name and Best SMM Panel client Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse purchasing. We spoke with Pantee’s creators, siblings Amanda and Katie McCourt, to discover how they did it, what the results were, and what they have actually discovered for future projects.

What is Pantee?

Pantee is an underclothing brand making a distinction: their products are made using “deadstock” fabrics, or unsold inventory that would otherwise end up in landfills. Developed by ladies, for women and the planet, Pantee’s items are developed 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 trend to get on; the brand name was founded with this function at its core. The concept came to life in a thrift store in 2019, when Amanda was searching second-hand clothing shops in London and was blown away by the variety of new t-shirts lining the shelves, tags still on them.

“It was insane to me the number of people had actually distributed clothing before even wearing them once,” states Amanda. “It got me thinking: If this is the number of discarded clothes we can see, just how much is there that we can’t see? Once I began researching, I knew that we could make a distinction. It’s very hard to get buying best in the fashion business with trends and shopping cycles altering so often, and as an outcome, many business overproduce. I ended up being focused on the idea of what we might do with deadstock clothing.”

The brief response to Amanda’s question on just how much waste we can’t see: a lot. The fashion business produces an estimated 92 million tonnes of fabric waste each year, and approximately 30% of clothes made are never even offered.

With a vibrant enthusiasm to make a difference for our world– and after realizing that the soft cotton t-shirt fabric everyone loves would provide 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 concept 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 glamorous– milo

Since at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has actually turned into a successful sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its very first 1.5 years alone. Pantee likewise plants one tree for every single order placed (leading to over 1,500 trees planted!) and is a happy member of 1% For the Planet.

Flipping the script with a ‘Blackout Friday’ project

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Currently a concern in the fashion industry during the regular season, Black Friday made certain to encourage customers to make unneeded purchases– a number of which would go unused and end up back on racks or, worse, in landfills.

So, while numerous small businesses grappled with whether or not to run sales and promos, Pantee asked a different concern: how could they develop a successful campaign while remaining true to their mission?

  • The service: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating customers to rethink their purchases and prevent impulse purchasing.
  • The message: Stop and believe before you buy. Is it something you love? 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, think about going without.

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

“There is a lot overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not make a purchase, however if you’re going to, purchase something you’ve wanted for a really long time.”

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

The outcomes

The project was a frustrating success, resulting in a significant increase in sales, social engagement and reach, brand awareness and brand-new client acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and natural 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 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 Verification, with the effort included 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 greatest 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 people registering for our email list. We saw a ton of new, novice customers just because they valued what we were doing.”

“Brands frequently think that you can have worths, but they will not transform to sales,” adds Amanda. “But we believe that’s changing– and this project is a terrific example of that.”

Pantee is now releasing the campaign for the second year and anticipating much more remarkable outcomes.

4 lessons learned from one unconventional campaign

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

1. Hone in on your purpose

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

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 saw that we weren’t getting the exact same reach. Pressing product overcomes email marketing and other locations of business, but with social, we have actually seen a larger opportunity to educate our audience and share useful details that they can leave with.”

2. An engaged community is whatever

“There’s a huge difference between growing a following and growing a following that likewise has engagement,” describes Katie.” When it concerns social, what we have actually found is that individuals who engaged with us early on have become supporters for our brand name. We see so much value in community and engaging with our customers beyond getting the sale. Lots of 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 found out quite early with our social that the greatest peaks of engagement took place when we decided for something,” says Katie. “We have actually always been rather objective driven, but we like to have a good time with it and not be too preachy. When we’ve released 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 practically what you publish, it has to do with how you engage with other accounts and make individuals feel,” describes Amanda. “Spending time on your social platforms connecting with others, building relationships and developing an engaged neighborhood is important. We use our social channels for two-way conversations with both customers and our community– there is a lot 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 effective tools that brands can utilize to ignite their organization, turning spectators into devoted brand name supporters, awareness into sales, and your mission into favorable, concrete modification. Just ask Pantee.

Learn about the most significant patterns forming social media so you can stay ahead of the game– and make sure your next social campaign is a winner.

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