How This Underwear Brand Name 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 responsible for an enormous annual rise in customer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for huge box merchants, Black Friday can bring more challenges than benefits for small companies.

Slashing costs to make sales cuts straight into their bottom line– and with limited marketing budget plans and resources, taking on huge brands takes courage, insight, and creativity. That’s why the small businesses that stand out during the holiday are the ones that get in touch with the distinct wants and needs of their consumers, get vibrant with their marketing techniques, and develop thumb-stopping content that makes certain to get people talking.

Last year, UK-based sustainable underclothing brand name and Best SMM Panel customer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse buying. We interviewed Pantee’s creators, siblings Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they’ve learned for future campaigns.

What is Pantee?

Pantee is an underclothing brand making a distinction: their items are used “deadstock” materials, or unsold inventory that would otherwise end up in land fills. Designed by ladies, for ladies and the planet, Pantee’s items are developed with comfort and design in mind, while assisting 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– Authorities Noise Studio

For Pantee, sustainability isn’t a buzzword or pattern 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 searching second-hand clothes shops 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 the number of individuals 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, 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 really challenging to get buying right in the fashion industry with trends and shopping cycles changing so regularly, and as a result, many business overproduce. I ended up being focused on the idea of what we could do with deadstock clothes.”

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

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

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

Since initially launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has grown into a successful 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 placed (resulting in over 1,500 trees planted!) and is a proud 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 one thing on their minds: overconsumption. Currently a concern in the fashion business throughout the routine season, Black Friday made certain to encourage customers to make unneeded purchases– much of which would go unused and wind up back on shelves or, worse, in land fills.

So, while lots of small businesses grappled with whether to run sales and promotions, Pantee asked a various question: how could they create an effective project while staying real to their objective?

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an initiative encouraging consumers to reconsider their purchases and prevent impulse purchasing.
  • The message: Stop and believe prior to you buy. Is it something you love? Is it something you need? If so, go on– purchase and enjoy your new purchase. But if you weren’t already going to make that purchase, think about going without.

“Black Friday is the most significant impulse buying day of the year, and individuals get easily drawn into sales,” says Katie. “However the mindset should be: Is it actually a bargain if you weren’t going to spend the cash originally? Our campaign stance was not to encourage impulse buying, and we saw a great deal of engagement due to the fact that of the shared worths and common ground it developed with our audience.”

“There is a lot overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not make a purchase, however if you’re going to, purchase something you’ve wanted for a truly very 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 website through a code they sent to their existing subscriber list.

The results

The project was a frustrating success, causing a significant increase in sales, social engagement and reach, brand name awareness and brand-new consumer acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the overall followers at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 without any 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 Verification, with the initiative 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 most significant sales day of the year,” says 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 email list. We saw a lots of brand-new, novice clients just because they valued what we were doing.”

“Brands typically believe that you can have values, but they won’t convert to sales,” adds Amanda. “However we believe that’s altering– and this campaign is an excellent example of that.”

Pantee is now launching the campaign for the 2nd year and looking forward to even more remarkable results.

4 lessons gained from one non-traditional project

Whether you’re conceptualizing future creative campaigns, developing out next quarter’s social marketing method or currently getting going on planning for next year’s holiday, Pantee’s Blackout Friday campaign holds fantastic lessons that every marketer need to 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 yap about our worths as a brand name,” states Katie. “And time and time again, we have actually seen that if we talk about a problem, our worths, or something with substance behind it, our engagement is a lot greater. That’s what individuals want to see: something that gets them thinking.”

Amanda includes: “I believe 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 same reach. Pressing 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 beneficial details that they can leave with.”

2. An engaged community is whatever

“There’s a huge distinction between growing a following and growing a following that also has engagement,” explains Katie.” When it comes to social, what we have actually found is that individuals who engaged with us early on have actually ended up being advocates for our brand name. We see so much value in community 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. Don’t be afraid to be vibrant

“We found out quite early on with our social that the greatest peaks of engagement happened when we decided for something,” states 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 campaigns 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 posting

“Social media isn’t practically what you publish, it has to do with how you engage with other accounts and make individuals feel,” describes Amanda. “Spending time on your social platforms connecting with others, developing relationships and establishing an engaged neighborhood is vital. We use our social channels for two-way discussions with both consumers and our community– there is a lot 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 effective tools that brand names can utilize to spark their business, turning bystanders into loyal brand advocates, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.

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

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