How This Underwear Brand 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 huge annual surge in consumer spending, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for big box retailers, Black Friday can bring more obstacles than benefits for small businesses.

Slashing prices to make sales cuts straight into their bottom line– and with restricted marketing budget plans and resources, taking on big brand names takes guts, insight, and imagination. That’s why the small companies that stick out during the holiday are the ones that connect with the special desires and needs of their clients, get vibrant with their marketing strategies, and produce thumb-stopping content that’s sure to get individuals talking.

In 2015, UK-based sustainable underwear brand name and Best SMM Panel consumer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse buying. We spoke with Pantee’s creators, sis Amanda and Katie McCourt, to discover how they did it, what the results were, and what they’ve discovered for future campaigns.

What is Pantee?

Pantee is an underclothing brand making a difference: their items are made using “deadstock” fabrics, or unsold stock that would otherwise wind up in garbage dumps. Developed by women, for ladies and the world, Pantee’s products are developed with comfort and design in mind, while assisting avoid unused garments from going to waste.

@pantee_uk We launched a company in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Sound Studio

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

“It was insane to me the number of individuals had handed out clothes before even using them once,” states Amanda. “It got me thinking: If this is the number of discarded clothes we can see, how much is there that we can’t see? Once I began looking into, I knew that we could make a distinction. It’s extremely tough to get purchasing ideal in the fashion business with patterns and shopping cycles changing so frequently, and as a result, numerous companies overproduce. I became focused on the idea of what we could do with deadstock clothes.”

The short response to Amanda’s concern on just how much waste we can’t see: a lot. The fashion industry produces an estimated 92 million tonnes of textile waste each year, and approximately 30% of clothing made are never even sold.

With a bold passion to make a distinction for our planet– and after realizing that the soft cotton t-shirt fabric everybody loves would provide itself well to underclothing and cordless bras– Amanda and Katie named the business Pantee (an abridged version of “pants made from deadstock tees”) and got to work bringing the principle to life.

@pantee_uk Upcycling never ever 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 initially launching 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 likewise plants one tree for each order positioned (resulting in 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 industry during the routine season, Black Friday made sure to encourage consumers to make unneeded purchases– much of which would go unused and wind up back on shelves or, even worse, in landfills.

So, while numerous small businesses come to grips with whether or not to run sales and promos, Pantee asked a different concern: how could they create an effective campaign while remaining real to their objective?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort encouraging consumers to reassess their purchases and prevent impulse purchasing.
  • The message: Stop and think before you purchase. Is it something you enjoy? Is it something you require? If so, go on– purchase and enjoy your new purchase. However if you weren’t currently going to make that purchase, think about going without.

“Black Friday is the greatest impulse buying day of the year, and individuals get easily sucked into sales,” says Katie. “But the mindset should be: Is it actually a bargain if you weren’t going to invest the cash initially? Our campaign position was not to motivate impulse purchasing, and we saw a lot of engagement due to the fact that of the shared values and common ground it established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always don’t make a purchase, but if you’re going to, buy something you have actually wanted for an actually long 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 however their engaged consumers, who were only able to access the site through a code they sent to their existing mailing list.

The results

The project was a frustrating success, causing a substantial increase in sales, social engagement and reach, brand name awareness and brand-new customer acquisition.

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and natural social impressions reached over 4x the total fans at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • 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 initiative included in top-tier press including 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 greatest 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 people signing up for our email list. We saw a ton of brand-new, newbie customers even if they valued what we were doing.”

“Brand names typically think that you can have worths, however they won’t transform to sales,” adds Amanda. “However we believe that’s altering– and this campaign is an excellent example of that.”

Pantee is now introducing the campaign for the 2nd year and eagerly anticipating a lot more impressive outcomes.

4 lessons gained from one non-traditional project

Whether you’re brainstorming future creative projects, developing out next quarter’s social marketing strategy or currently getting going on preparing for next year’s holiday, Pantee’s Blackout Friday project holds fantastic lessons that every online marketer must keep top of mind. We asked Amanda and Katie for their leading four recommendations– here’s what they stated.

1. Hone in on your purpose

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

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 discovered that we weren’t getting the exact same reach. Pushing product resolves email marketing and other locations of business, but with social, we have actually seen a bigger chance to inform our audience and share helpful details that they can win.”

2. An engaged community is whatever

“There’s a substantial difference in between growing a following and growing a following that likewise has engagement,” describes Katie.” When it concerns social, what we have actually discovered is that people who engaged with us early on have actually become supporters for our brand. We see so much worth in community and engaging with our customers 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 hesitate to be bold

“We discovered quite at an early stage with our social that the highest peaks of engagement occurred when we decided for something,” states Katie. “We have actually always been quite mission driven, but we like to have fun with it and not be too preachy. When we’ve launched campaigns with our sustainability mission at the leading edge, the engagement has actually been through the roofing.”

4. Bear 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 individuals feel,” describes Amanda. “Spending quality time on your social platforms connecting with others, constructing relationships and developing an engaged neighborhood is vital. We utilize our social channels for two-way conversations with both clients and our community– there is a lot you can discover 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 brand names can utilize to spark their organization, turning onlookers into devoted brand name advocates, awareness into sales, and your objective into positive, concrete modification. Just ask Pantee.

Find out about the biggest patterns forming social networks so you can stay ahead of the game– and ensure your next social project is a winner.

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