How This Underclothing Brand 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 a massive 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 huge box sellers, Black Friday can bring more challenges than advantages for small businesses.

Slashing prices to make sales cuts straight into their bottom line– and with limited marketing spending plans and resources, competing with huge brand names takes nerve, insight, and imagination. That’s why the small companies that stick out throughout the holiday are the ones that connect with the unique wants and needs of their consumers, get strong with their marketing methods, and create thumb-stopping content that makes certain to get people 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 founders, sis Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they have actually found out for future campaigns.

What is Pantee?

Pantee is an underclothing brand name making a distinction: their products are used “deadstock” fabrics, or unsold inventory that would otherwise wind up in landfills. Designed by females, for females and the planet, Pantee’s items are developed with comfort and design in mind, while assisting 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 Noise Studio

For Pantee, sustainability isn’t a buzzword or trend to get on; the brand was founded with this function at its core. The idea came to life in a thrift shop in 2019, when Amanda was searching pre-owned clothes stores in London and was blown away by the number of brand-new t-shirts lining the racks, tags still on them.

“It was insane to me how many people had given away clothing prior to even using them once,” says 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? When I started investigating, I knew that we might make a distinction. It’s very tough to get purchasing ideal in the fashion industry with patterns and shopping cycles changing so regularly, and as a result, lots of companies overproduce. I ended up being focused on the idea of what we could 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 textile waste each year, and approximately 30% of clothing made are never ever even offered.

With a vibrant passion to make a difference for our world– and after understanding that the soft cotton t-shirt material everyone loves would lend itself well to underwear and wireless bras– Amanda and Katie called the business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the idea to life.

@pantee_uk Upcycling never ever felt so excellent link in bio to read more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Because at first introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has turned into a successful 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 each order put (resulting in over 1,500 trees planted!) and is a happy 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 something on their minds: overconsumption. Already a concern in the fashion industry throughout the routine season, Black Friday made certain to encourage customers to make unnecessary purchases– a number of which would go unused and end up back on shelves or, even worse, in garbage dumps.

So, while many small companies grappled with whether or not to run sales and promos, Pantee asked a different question: how could they develop a successful project while staying real to their objective?

  • The service: Recover Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to rethink their purchases and avoid impulse buying.
  • The message: Stop and believe prior to you buy. Is it something you love? 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, think about 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 invest the cash 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 developed with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not buy, but if you’re going to, buy something you have actually desired for a truly long time.”

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

The results

The project was a frustrating success, resulting in a substantial boost in sales, social engagement and reach, brand name awareness and new client acquisition.

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the overall followers at the time.
  • The campaign naturally 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 promos in 2015, Black Friday was the greatest sales day of the year,” says 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 signing up for our e-mail list. We saw a lots of brand-new, first-time consumers even if they valued what we were doing.”

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

Pantee is now releasing the campaign for the second year and anticipating even more remarkable results.

4 lessons gained from one non-traditional project

Whether you’re brainstorming future creative campaigns, constructing out next quarter’s social marketing technique or already getting going on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds great lessons that every marketer ought to keep top of mind. We asked Amanda and Katie for their top 4 recommendations– here’s what they said.

1. Hone in on your purpose

“We yap about our values as a brand name,” says Katie. “And time and time once again, we’ve 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 individuals want to see: something that gets them thinking.”

Amanda includes: “I believe at one point, we lost our way a bit and became more product and sales heavy on our social channels, and we noticed that we weren’t getting the exact same reach. Pressing product resolves email marketing and other areas of the business, but with social, we have actually seen a bigger chance to educate our audience and share helpful details that they can leave with.”

2. An engaged community is everything

“There’s a substantial distinction in between growing a following and growing a following that likewise has engagement,” describes Katie.” When it concerns social, what we’ve discovered is that individuals who engaged with us early on have actually ended up being advocates for our brand. We see so much value in neighborhood and engaging with our consumers beyond getting the sale. Numerous 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 found out rather early on with our social that the greatest peaks of engagement took place when we decided for something,” says Katie. “We’ve always been rather mission 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 objective at the leading edge, the engagement has been through the roofing.”

4. Remember that there’s more to social than what you’re posting

“Social media isn’t just about what you publish, it’s about how you engage with other accounts and make people feel,” discusses Amanda. “Spending quality time on your social platforms connecting with others, developing relationships and establishing an engaged neighborhood is indispensable. We utilize our social channels for two-way discussions 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 rises above all the others, it’s that social is among the most powerful tools that brand names can utilize to ignite their company, turning onlookers into devoted brand name advocates, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.

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

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