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 main kick-off day for the vacation shopping season is accountable for a massive yearly rise in consumer spending, 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 costs to make sales cuts directly into their bottom line– and with restricted marketing budgets and resources, taking on huge brands takes nerve, insight, and creativity. That’s why the small businesses that stand out throughout the holiday season are the ones that connect with the unique wants and requires of their clients, get vibrant with their marketing methods, and create thumb-stopping material that’s sure 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 talked to Pantee’s creators, sis Amanda and Katie McCourt, to learn how they did it, what the results were, and what they’ve discovered for future projects.

What is Pantee?

Pantee is an underclothing brand making a distinction: their products are made using “deadstock” materials, or unsold stock that would otherwise wind up in land fills. Designed by ladies, for women and the world, Pantee’s products are produced with convenience and design 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 Sound Studio

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

“It was insane to me how many people had given away clothes before even using them as soon as,” states Amanda. “It got me thinking: If this is the number of discarded clothes we can see, just how much exists that we can’t see? Once I began researching, I understood that we might make a distinction. It’s extremely tough to get purchasing ideal in the fashion business with trends and shopping cycles changing so often, and as a result, many business overproduce. I ended up being fixated on the idea of what we could do with deadstock clothes.”

The short answer to Amanda’s question on just how much waste we can’t see: a lot. The fashion industry produces an estimated 92 million tonnes of fabric waste each year, and around 30% of clothes made are never even sold.

With a bold passion to make a difference for our planet– and after understanding that the soft cotton tee shirt fabric everybody loves would provide itself well to underwear and cordless bras– Amanda and Katie called business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the principle 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 luxurious– milo

Considering that at first introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has turned into an effective sustainable startup– upcycling more than 1,500 kgs of deadstock material in its very first 1.5 years alone. Pantee also plants one tree for every order positioned (resulting in over 1,500 trees planted!) and is a proud member of 1% For the World.

Turning 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 problem in the fashion industry during the routine season, Black Friday made sure to encourage customers to make unnecessary purchases– much of which would go unused and end up back on shelves or, worse, in garbage dumps.

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

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to reconsider their purchases and avoid impulse buying.
  • The message: Stop and think before you purchase. Is it something you like? Is it something you need? If so, go ahead– buy and enjoy your new purchase. But if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the biggest impulse buying day of the year, and individuals get easily sucked into sales,” says Katie. “However the mindset should be: Is it truly a bargain if you weren’t going to spend the money originally? Our project stance was not to encourage impulse purchasing, and we saw a great deal of engagement because of the shared worths and commonalities it developed with our audience.”

“There is a lot overconsumption on Black Friday,” adds Amanda. “Our stance wasn’t always don’t buy, however if you’re going to, purchase something you’ve desired for a really long period of time.”

Pantee didn’t stop there. To bring the project to life and put their words into action, the merchant shut off their site to all but their engaged customers, who were just able to access the website through a code they sent out to their existing subscriber list.

The results

The campaign was an overwhelming success, resulting in a considerable boost in sales, social engagement and reach, brand name awareness and brand-new consumer acquisition.

  • Engagement on social media doubled throughout the project (from 4 to 8%), and natural social impressions reached over 4x the overall followers at the time.
  • The project 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 project extended far beyond Pantee’s Buy Instagram Verification, 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 promos last year, Black Friday was the most significant sales day of the year,” says Katie. “By just 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 individuals registering for our e-mail list. We saw a lots of new, newbie clients even if they valued what we were doing.”

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

Pantee is now releasing the campaign for the 2nd year and anticipating much more excellent outcomes.

4 lessons gained from one unconventional project

Whether you’re brainstorming future imaginative projects, developing out next quarter’s social marketing strategy or currently beginning on preparing for next year’s holiday, Pantee’s Blackout Friday project holds excellent lessons that every online marketer must 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 values as a brand name,” says Katie. “And time and time again, we have actually seen that if we talk about a concern, our worths, or something with compound behind it, our engagement is a lot greater. That’s what individuals wish to see: something that gets them believing.”

Amanda adds: “I think at one point, we lost our way a bit and ended up being more product and sales heavy on our social channels, and we observed that we weren’t getting the very same reach. Pressing product works through email marketing and other areas of business, however with social, we have actually seen a larger opportunity to inform our audience and share helpful information that they can walk away with.”

2. An engaged neighborhood is whatever

“There’s a substantial difference in between growing a following and growing a following that likewise has engagement,” explains Katie.” When it comes to social, what we have actually discovered is that individuals who engaged with us early on have become advocates for our brand. We see so much worth in community and engaging with our customers beyond getting the sale. Numerous brands see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Don’t hesitate to be bold

“We learned rather at an early stage with our social that the greatest peaks of engagement took place when we decided for something,” says Katie. “We’ve constantly been rather mission driven, however we like to have a good time with it and not be too preachy. When we have actually 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 publishing

“Social media isn’t practically what you publish, it’s about how you engage with other accounts and make people feel,” describes Amanda. “Spending quality time on your social platforms getting in touch with others, developing relationships and establishing an engaged community is important. We use our social channels for two-way discussions with both customers and our community– there is so much you can find out 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 use to ignite their company, turning spectators into loyal brand supporters, awareness into sales, and your objective into favorable, concrete modification. Simply ask Pantee.

Find out about the greatest trends shaping social media so you can stay ahead of the game– and make sure your next social campaign is a winner.

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