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 holiday shopping season is responsible for an enormous yearly rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for huge box sellers, Black Friday can bring more challenges than advantages for small companies.

Slashing prices to make sales cuts directly into their bottom line– and with minimal marketing spending plans and resources, competing with big brands takes nerve, insight, and creativity. That’s why the small companies that stand out throughout the holiday season are the ones that connect with the distinct wants and needs of their clients, get bold with their marketing methods, and develop thumb-stopping material that makes certain to get people talking.

Last year, UK-based sustainable underclothing brand name and Best SMM Panel consumer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse purchasing. We talked to Pantee’s creators, siblings 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 used “deadstock” materials, or unsold inventory that would otherwise end up in garbage dumps. Developed by ladies, for females and the planet, Pantee’s products are produced with convenience and design in mind, while helping avoid unused garments from going to waste.

@pantee_uk We released a service in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Official Sound Studio

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

“It was crazy to me the number of individuals had actually handed out clothes prior to even using them when,” says Amanda. “It got me thinking: If this is how many discarded clothing we can see, how much exists that we can’t see? As soon as I began researching, I understood that we could make a distinction. It’s extremely difficult to get purchasing ideal in the fashion business with patterns and shopping cycles altering so regularly, and as a result, lots of companies overproduce. I ended up being focused on the idea of what we might do with deadstock clothing.”

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

With a vibrant passion to make a distinction for our world– and after understanding that the soft cotton tee shirt material everybody enjoys would lend itself well to underwear and cordless 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 good link in bio to learn more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Since at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has grown into a successful sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its very first 1.5 years alone. Pantee also plants one tree for each order placed (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. Already a problem in the fashion business during the routine season, Black Friday made certain to motivate customers to make unnecessary purchases– a lot of which would go unused and wind up back on racks or, worse, in garbage dumps.

So, while many small companies come to grips with whether to run sales and promotions, Pantee asked a various concern: how could they produce a successful campaign while remaining true to their objective?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative encouraging customers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and think before you buy. Is it something you like? Is it something you require? If so, go ahead– 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 most significant impulse purchasing day of the year, and people get quickly drawn into sales,” states Katie. “But the mentality should be: Is it really a bargain if you weren’t going to spend the money initially? Our project position was not to motivate impulse purchasing, and we saw a great deal of engagement because of the shared worths and commonalities it established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not buy, however if you’re going to, purchase something you’ve wanted 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 retailer turned off their site to all but their engaged customers, who were just able to access the site through a code they sent to their existing mailing list.

The results

The campaign was an overwhelming success, causing a substantial increase in sales, social engagement and reach, brand awareness and brand-new customer 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 project naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid spend.
  • Pantee’s mailing 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 featured 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 biggest 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 signing up for our e-mail list. We saw a ton of new, newbie consumers even if they valued what we were doing.”

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

Pantee is now releasing the campaign for the 2nd year and anticipating even more outstanding results.

4 lessons learned from one non-traditional campaign

Whether you’re brainstorming future creative campaigns, developing out next quarter’s social marketing method or currently beginning on planning for next year’s holiday season, Pantee’s Blackout Friday campaign holds excellent lessons that every marketer need to keep top of mind. We asked Amanda and Katie for their leading four suggestions– here’s what they stated.

1. Focus on your function

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

Amanda includes: “I think at one point, we lost our way a bit and became more product and sales heavy on our social channels, and we observed that we weren’t getting the very same reach. Pressing product resolves e-mail marketing and other locations of business, but with social, we’ve seen a bigger chance to inform our audience and share useful details that they can win.”

2. An engaged community is whatever

“There’s a substantial distinction in between growing a following and growing a following that also has engagement,” describes Katie.” When it concerns social, what we’ve found is that people who engaged with us early on have ended up being advocates for our brand. We see a lot worth in community 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. Do not hesitate to be strong

“We discovered quite at an early stage with our social that the greatest peaks of engagement occurred when we decided for something,” states Katie. “We’ve always been rather objective driven, but we like to have a good time with it and not be too preachy. When we have actually released campaigns with our sustainability mission at the forefront, the engagement has been through the roofing.”

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

“Social media isn’t practically what you post, it has to do with how you engage with other accounts and make individuals feel,” describes Amanda. “Spending quality time on your social platforms getting in touch with others, developing relationships and establishing an engaged neighborhood is invaluable. We use our social channels for two-way discussions with both customers and our neighborhood– 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 powerful tools that brands can utilize to spark their business, turning onlookers into devoted brand advocates, awareness into sales, and your objective into favorable, tangible modification. Just ask Pantee.

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

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