How This Underwear Brand Won with an Anti-Black-Friday Social Campaign

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Ah, Black Friday.

It’s not a surprise that the official kick-off day for the holiday shopping season is accountable for a huge annual surge in customer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for big box merchants, Black Friday can bring more obstacles than benefits for small businesses.

Slashing prices to make sales cuts directly into their bottom line– and with limited marketing spending plans and resources, competing with big brands takes guts, insight, and creativity. That’s why the small businesses that stick out throughout the holiday are the ones that get in touch with the special wants and needs of their customers, get bold with their marketing methods, and produce thumb-stopping content that makes certain to get individuals talking.

In 2015, UK-based sustainable underwear brand name and Best SMM Panel customer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse buying. We interviewed Pantee’s founders, siblings Amanda and Katie McCourt, to find out how they did it, what the results were, and what they’ve discovered for future projects.

What is Pantee?

Pantee is an underwear brand name making a distinction: their products are made using “deadstock” materials, or unsold inventory that would otherwise wind up in garbage dumps. Designed by females, for ladies and the planet, Pantee’s items are produced with convenience and design in mind, while helping 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– Authorities Noise Studio

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

“It was insane to me the number of individuals had given away clothes prior to even using them once,” 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 started researching, I knew that we could make a difference. It’s really hard to get buying best in the fashion industry with patterns and shopping cycles altering so regularly, and as an outcome, numerous companies overproduce. I became focused on the concept of what we might do with deadstock clothing.”

The short answer to Amanda’s question on just 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 clothing made are never ever even offered.

With a strong passion to make a distinction for our world– and after recognizing that the soft cotton tee shirt material everybody enjoys would provide itself well to underwear and cordless bras– Amanda and Katie named business Pantee (an abridged variation of “trousers 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 read more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Given that at first introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually turned into an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock fabric in its very first 1.5 years alone. Pantee likewise plants one tree for every single order put (leading to over 1,500 trees planted!) and is a proud member of 1% For the World.

Turning the script with a ‘Blackout Friday’ project

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Already an issue in the fashion business throughout the regular season, Black Friday made certain to motivate consumers to make unneeded purchases– a lot of which would go unused and end up back on shelves or, even worse, in land fills.

So, while numerous small companies come to grips with whether to run sales and promos, Pantee asked a different concern: how could they develop an effective campaign while remaining real to their objective?

  • The option: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative encouraging consumers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you buy. Is it something you enjoy? Is it something you require? If so, go ahead– 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 most significant impulse buying day of the year, and individuals get quickly drawn into sales,” states Katie. “But the mindset should be: Is it actually a bargain if you weren’t going to invest the money originally? Our campaign stance was not to motivate impulse purchasing, and we saw a great deal of engagement due to the fact that 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 necessarily don’t make a purchase, 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 switched off their website to all but their engaged clients, who were only able to access the website through a code they sent to their existing subscriber list.

The results

The campaign was an overwhelming success, leading to a considerable 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 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 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 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 individuals registering for our e-mail list. We saw a ton of brand-new, first-time consumers just because they valued what we were doing.”

“Brand names typically believe that you can have values, however they will not convert to sales,” adds Amanda. “However we believe that’s altering– and this project is a great example of that.”

Pantee is now launching the project for the 2nd year and looking forward to much more excellent outcomes.

4 lessons learned from one unconventional campaign

Whether you’re brainstorming future imaginative projects, developing out next quarter’s social marketing strategy or already getting started on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds great lessons that every online marketer need 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 function

“We yap about our values as a brand,” says Katie. “And time and time once again, we’ve seen that if we speak about a problem, our values, or something with compound behind it, our engagement is so much greater. That’s what people want to see: something that gets them thinking.”

Amanda includes: “I think at one point, we lost our method a bit and became more product and sales heavy on our social channels, and we noticed that we weren’t getting the very same reach. Pushing product works through e-mail marketing and other locations of business, however with social, we’ve seen a larger chance to educate our audience and share useful details that they can win.”

2. An engaged neighborhood is whatever

“There’s a huge distinction in between growing a following and growing a following that also has engagement,” describes 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 name. We see so much worth in neighborhood 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 be afraid to be strong

“We found out rather early with our social that the highest peaks of engagement happened when we took a stand for something,” states Katie. “We’ve constantly been quite mission driven, but we like to have a good time with it and not be too preachy. When we’ve released projects with our sustainability objective at the leading edge, the engagement has actually been through the roofing system.”

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

“Social network isn’t almost what you post, 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, building relationships and establishing an engaged neighborhood is invaluable. We utilize our social channels for two-way discussions with both customers and our community– there is so much you can learn 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 one of the most powerful tools that brand names can utilize to ignite their company, turning spectators into faithful brand name supporters, awareness into sales, and your mission into positive, concrete change. Simply ask Pantee.

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