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

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Ah, Black Friday.

It’s no surprise that the official kick-off day for the vacation shopping season is accountable for a massive annual surge in customer spending, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for big box retailers, Black Friday can bring more challenges than advantages for small companies.

Slashing prices to make sales cuts directly into their bottom line– and with minimal marketing spending plans and resources, taking on big brand names takes nerve, insight, and imagination. That’s why the small companies that stick out during the holiday season are the ones that get in touch with the distinct wants and requires of their consumers, get vibrant with their marketing techniques, and produce thumb-stopping content that makes certain to get people talking.

Last year, UK-based sustainable underwear brand name 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 founders, siblings Amanda and Katie McCourt, to find out how they did it, what the outcomes were, and what they’ve discovered for future projects.

What is Pantee?

Pantee is an underclothing brand name making a distinction: their products are used “deadstock” materials, 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 convenience and design in mind, while helping prevent unused garments from going to waste.

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

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

“It was crazy to me how many people had actually given away clothing prior to even wearing them when,” says Amanda. “It got me thinking: If this is the number of disposed of clothes we can see, just how much exists that we can’t see? As soon as I started researching, I knew that we could make a distinction. It’s extremely tough to get purchasing ideal in the fashion business with trends and shopping cycles changing so frequently, and as an outcome, numerous business overproduce. I ended up being fixated on the idea of what we might do with deadstock clothes.”

The short answer to Amanda’s question on just how much waste we can’t see: a lot. The fashion business produces an estimated 92 million tonnes of fabric waste each year, and around 30% of clothing made are never ever even sold.

With a bold enthusiasm to make a distinction for our world– and after realizing that the soft cotton t-shirt material everybody enjoys would provide itself well to underwear and wireless bras– Amanda and Katie named the business Pantee (an abridged variation of “trousers made from deadstock tees”) and got to work bringing the idea to life.

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

Considering that at first introducing 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 fabric in its very first 1.5 years alone. Pantee also plants one tree for each order positioned (resulting in over 1,500 trees planted!) and is a happy 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– much of which would go unused and end up back on racks or, even worse, in garbage dumps.

So, while many small companies faced whether or not to run sales and promotions, Pantee asked a various concern: how could they produce a successful project while staying real to their mission?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to rethink their purchases and avoid impulse buying.
  • The message: Stop and think before you buy. Is it something you like? Is it something you need? If so, go ahead– purchase and enjoy your new purchase. However if you weren’t already going to make that purchase, consider going without.

“Black Friday is the greatest impulse purchasing day of the year, and people get quickly sucked into sales,” says Katie. “But the mindset should be: Is it actually a bargain if you weren’t going to spend the money originally? Our project stance was not to encourage impulse buying, and we saw a great deal of engagement since of the shared worths and common ground it established with our audience.”

“There is a lot overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t necessarily do not 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 switched off their website to all however their engaged consumers, who were just able to access the website through a code they sent to their existing newsletter.

The results

The campaign was a frustrating success, resulting in a substantial increase in sales, social engagement and reach, brand awareness and new customer acquisition.

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the total fans at the time.
  • The project naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • Pantee’s mailing 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 initiative 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 most significant sales day of the year,” says Katie. “By just 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 signing up for our e-mail list. We saw a ton of brand-new, first-time customers even if they valued what we were doing.”

“Brands often think that you can have values, however they will not convert to sales,” adds Amanda. “But we believe that’s altering– and this campaign is a fantastic example of that.”

Pantee is now releasing the project for the second year and looking forward to much more remarkable results.

4 lessons gained from one unconventional campaign

Whether you’re conceptualizing future imaginative campaigns, developing out next quarter’s social marketing method or currently beginning on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds excellent lessons that every marketer must keep top of mind. We asked Amanda and Katie for their top four recommendations– here’s what they stated.

1. Hone in on your function

“We yap about our values as a brand name,” states Katie. “And time and time again, we’ve seen that if we discuss a problem, our worths, 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 adds: “I think at one point, we lost our method a bit and ended up being more item and sales heavy on our social channels, and we noticed that we weren’t getting the very same reach. Pushing product works through email marketing and other locations of business, however with social, we have actually seen a bigger chance to inform our audience and share useful information that they can leave with.”

2. An engaged neighborhood is whatever

“There’s a huge difference between growing a following and growing a following that likewise has engagement,” discusses Katie.” When it comes to social, what we have actually found is that individuals who engaged with us early on have ended up being advocates for our brand name. We see so much worth in neighborhood and engaging with our clients beyond getting the sale. Numerous brands see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Don’t hesitate to be vibrant

“We found out rather at an early stage with our social that the highest peaks of engagement took place when we took a stand for something,” says Katie. “We’ve always been rather mission driven, however we like to have fun with it and not be too preachy. When we’ve released projects with our sustainability objective at the leading edge, the engagement has been through the roofing system.”

4. Remember 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 people feel,” describes Amanda. “Spending quality time on your social platforms getting in touch with others, building relationships and establishing an engaged community is vital. We utilize our social channels for two-way discussions with both customers 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 effective tools that brands can utilize to ignite their business, turning spectators into faithful brand advocates, awareness into sales, and your objective into positive, tangible modification. Simply ask Pantee.

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

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