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 main kick-off day for the vacation shopping season is accountable for a huge annual rise in customer spending, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for huge box retailers, Black Friday can bring more challenges than advantages for small companies.

Slashing costs to make sales cuts straight into their bottom line– and with minimal marketing spending plans and resources, competing with big brand names takes nerve, insight, and creativity. That’s why the small businesses that stick out throughout the holiday are the ones that connect with the special desires and needs of their consumers, get strong with their marketing methods, and create thumb-stopping content that’s sure to get individuals talking.

Last year, UK-based sustainable underwear brand and Best SMM Panel consumer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse purchasing. We interviewed Pantee’s founders, sisters Amanda and Katie McCourt, to find out how they did it, what the outcomes were, and what they have actually found out for future projects.

What is Pantee?

Pantee is an underwear brand making a distinction: their items are made using “deadstock” materials, or unsold stock that would otherwise wind up in land fills. Created by ladies, for ladies and the world, Pantee’s products are developed with comfort and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We released an organization in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Official Noise Studio

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

“It was crazy to me how many individuals had actually handed out clothes prior to even using them once,” says Amanda. “It got me thinking: If this is the number of disposed of clothing we can see, how much exists that we can’t see? When I started investigating, I understood that we could make a distinction. It’s extremely difficult to get buying ideal in the fashion industry with patterns and shopping cycles altering so frequently, and as a result, lots of companies overproduce. I became fixated on the idea of what we might do with deadstock clothing.”

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

With a strong passion to make a difference for our world– and after realizing that the soft cotton tee shirt material everyone enjoys would lend itself well to underclothing and wireless bras– Amanda and Katie named business Pantee (an abridged variation of “trousers made from deadstock tees”) and got to work bringing the concept to life.

@pantee_uk Upcycling never felt so good link in bio to learn more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Since at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has turned into an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its first 1.5 years alone. Pantee also plants one tree for every single order put (resulting in over 1,500 trees planted!) and is a happy 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. Currently an issue in the fashion business throughout the routine season, Black Friday made sure to encourage consumers to make unneeded purchases– many of which would go unused and wind up back on shelves or, worse, in landfills.

So, while numerous small companies grappled with whether to run sales and promotions, Pantee asked a different question: how could they create a successful project while staying true to their mission?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating customers to reconsider their purchases and avoid impulse buying.
  • The message: Stop and believe prior to you purchase. Is it something you love? Is it something you require? If so, proceed– purchase 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 purchasing day of the year, and people get easily drawn into sales,” says Katie. “But the mindset should be: Is it truly a bargain if you weren’t going to spend the money originally? Our campaign stance was not to encourage impulse buying, and we saw a great deal of engagement since of the shared worths and commonalities it established with our audience.”

“There is so much overconsumption on Black Friday,” includes Amanda. “Our position wasn’t always don’t make a purchase, however if you’re going to, buy something you have actually wanted for an actually long time.”

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

The outcomes

The project was an overwhelming success, causing a substantial boost in sales, social engagement and reach, brand awareness and brand-new customer acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the total followers at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • 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 effort included in top-tier press including The Observer, Drapers, Reuters, The Daily Mail, and more.

“While we didn’t run a sale or any promotions last year, Black Friday was the biggest sales day of the year,” says Katie. “By simply 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 individuals signing up for our email list. We saw a ton of brand-new, novice consumers even if they valued what we were doing.”

“Brand names often believe that you can have worths, but they won’t transform to sales,” adds Amanda. “However we think that’s changing– and this campaign is a great example of that.”

Pantee is now launching the campaign for the second year and eagerly anticipating even more outstanding outcomes.

4 lessons learned from one non-traditional project

Whether you’re brainstorming future creative projects, constructing out next quarter’s social marketing technique or currently beginning on preparing for next year’s holiday, Pantee’s Blackout Friday campaign holds fantastic lessons that every online marketer ought to keep top of mind. We asked Amanda and Katie for their top 4 suggestions– here’s what they said.

1. Focus on your function

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

Amanda includes: “I believe at one point, we lost our way a bit and ended up being more product and sales heavy on our social channels, and we saw that we weren’t getting the exact same reach. Pressing product works through e-mail marketing and other locations of the business, however with social, we’ve seen a bigger opportunity to inform our audience and share helpful details that they can win.”

2. An engaged neighborhood is everything

“There’s a big difference between growing a following and growing a following that likewise has engagement,” explains Katie.” When it comes to social, what we’ve found is that people who engaged with us early on have become supporters for our brand. We see a lot value in neighborhood and engaging with our clients beyond getting the sale. Lots of brand names see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Do not be afraid to be vibrant

“We learned rather early on with our social that the greatest peaks of engagement happened when we took a stand for something,” states Katie. “We’ve always been quite mission driven, but we like to have a good time with it and not be too preachy. When we’ve launched projects with our sustainability mission at the leading edge, the engagement has been through the roof.”

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

“Social media isn’t just about what you post, it has to do with how you engage with other accounts and make people feel,” describes Amanda. “Spending time on your social platforms getting in touch with others, building relationships and establishing an engaged community is invaluable. We utilize our social channels for two-way conversations with both clients and our community– there is a lot you can learn when you talk with them instead of at them.”

If there’s one takeaway that rises above all the others, it’s that social is among the most effective tools that brand names can utilize to ignite their organization, turning bystanders into devoted brand name advocates, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.

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

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