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 main kick-off day for the holiday shopping season is responsible for a huge annual rise in consumer costs, reaching $8.9 billion in the United States alone in 2021. But while this is a yearly slam-dunk for huge box sellers, Black Friday can bring more obstacles than advantages for small businesses.

Slashing rates to make sales cuts straight into their bottom line– and with limited marketing budget plans and resources, competing with huge brands takes courage, insight, and creativity. That’s why the small businesses that stick out during the holiday season are the ones that get in touch with the distinct desires and requires of their customers, get strong with their marketing strategies, and produce thumb-stopping material that makes certain to get individuals talking.

In 2015, UK-based sustainable underwear brand and Best SMM Panel customer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse purchasing. We spoke with Pantee’s creators, siblings Amanda and Katie McCourt, to find out 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 name making a distinction: their products are made using “deadstock” fabrics, or unsold inventory that would otherwise wind up in garbage dumps. Developed by ladies, for females and the world, Pantee’s products are developed with comfort and style in mind, while assisting avoid unused garments from going to waste.

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

For Pantee, sustainability isn’t a buzzword or pattern 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 pre-owned clothing 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 actually given away clothes before even wearing them when,” states Amanda. “It got me thinking: If this is how many discarded clothes we can see, how much is there that we can’t see? Once I started investigating, I knew that we might make a difference. It’s extremely difficult to get purchasing right in the fashion business with patterns and shopping cycles changing so often, and as an outcome, numerous business overproduce. I became fixated on the concept of what we could do with deadstock clothes.”

The short response to Amanda’s question on 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 clothes made are never even offered.

With a strong enthusiasm to make a difference for our world– and after understanding that the soft cotton t-shirt material everybody enjoys would lend itself well to underclothing and cordless bras– Amanda and Katie named business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the idea to life.

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

Considering that at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually grown into a successful sustainable startup– upcycling more than 1,500 kgs of deadstock material in its first 1.5 years alone. Pantee likewise plants one tree for every 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’ project

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 throughout the regular season, Black Friday was sure to motivate customers to make unnecessary purchases– a number of which would go unused and end up back on shelves or, worse, in land fills.

So, while lots of small companies come to grips with whether to run sales and promos, Pantee asked a different question: how could they produce an effective campaign while remaining true to their objective?

  • The option: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to reassess their purchases and prevent impulse purchasing.
  • The message: Stop and believe before you purchase. Is it something you enjoy? Is it something you need? If so, go on– purchase and enjoy your new purchase. However 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 people get easily drawn into sales,” says Katie. “However the mentality should be: Is it actually a deal if you weren’t going to spend the cash originally? Our project stance was not to motivate impulse purchasing, and we saw a great deal of engagement due to the fact that of the shared values and commonalities it established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our stance wasn’t necessarily don’t make a purchase, however if you’re going to, purchase something you have actually wanted for a really long time.”

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

The results

The campaign was an overwhelming success, leading to a substantial boost 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 organic social impressions reached over 4x the total followers at the time.
  • The project 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 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 in 2015, Black Friday was the greatest sales day of the year,” states Katie. “By merely 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 people registering for our e-mail list. We saw a lots of brand-new, first-time customers even if they valued what we were doing.”

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

Pantee is now releasing the project for the second year and anticipating a lot more impressive results.

4 lessons learned from one unconventional project

Whether you’re conceptualizing future imaginative campaigns, constructing out next quarter’s social marketing strategy or currently getting started on planning for next year’s holiday season, Pantee’s Blackout Friday campaign holds excellent lessons that every 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 talk a lot about our worths as a brand,” says Katie. “And time and time once again, we have actually seen that if we discuss an issue, our values, 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 ended up being more item and sales heavy on our social channels, and we discovered that we weren’t getting the exact same reach. Pressing product works through email marketing and other locations of business, but with social, we have actually seen a bigger opportunity to educate our audience and share useful details that they can leave with.”

2. An engaged community is everything

“There’s a big difference between growing a following and growing a following that also has engagement,” discusses Katie.” When it comes to social, what we have actually found is that people who engaged with us early on have actually become advocates for our brand name. We see a lot value in neighborhood 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 bold

“We learned rather at an early stage with our social that the highest peaks of engagement occurred when we decided for something,” says Katie. “We have actually always been quite objective driven, however we like to have fun with it and not be too preachy. When we’ve introduced projects with our sustainability objective at the forefront, the engagement has been through the roofing system.”

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

“Social media isn’t almost what you publish, it’s about how you engage with other accounts and make individuals feel,” describes Amanda. “Spending time on your social platforms getting in touch with others, building relationships and establishing an engaged neighborhood is indispensable. We use our social channels for two-way discussions with both consumers and our neighborhood– there is so much 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 powerful tools that brand names can use to ignite their business, turning onlookers into loyal brand advocates, awareness into sales, and your mission into positive, tangible modification. Simply ask Pantee.

Learn about the most significant trends shaping social networks so you can remain ahead of the video game– and make sure your next social campaign is a winner.

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