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 accountable for an enormous yearly rise in consumer costs, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for big box sellers, Black Friday can bring more challenges than advantages for small businesses.

Slashing costs to make sales cuts straight into their bottom line– and with restricted marketing budget plans and resources, taking on big brand names takes courage, insight, and creativity. That’s why the small businesses that stand apart during the holiday season are the ones that get in touch with the distinct wants and requires of their clients, get bold with their marketing strategies, and produce thumb-stopping material that makes sure to get people talking.

In 2015, 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 spoke with Pantee’s creators, siblings Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they have actually learned for future projects.

What is Pantee?

Pantee is an underclothing brand making a difference: their products are used “deadstock” materials, or unsold inventory that would otherwise end up in landfills. Developed by ladies, for ladies and the world, Pantee’s items are created with comfort and style in mind, while assisting avoid 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 jump on; the brand was established with this purpose at its core. The idea 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 variety of new tee shirts lining the racks, tags still on them.

“It was insane to me how many individuals had handed out clothes prior to even using them when,” states Amanda. “It got me thinking: If this is how many discarded clothes we can see, just how much is there that we can’t see? When I began investigating, I knew that we might make a distinction. It’s extremely difficult to get buying ideal in the fashion business with trends and shopping cycles changing so frequently, and as a result, lots of companies overproduce. I became focused on the concept of what we could do with deadstock clothing.”

The short response to Amanda’s concern on how much waste we can’t see: a lot. The fashion industry produces an approximated 92 million tonnes of fabric waste each year, and approximately 30% of clothes made are never ever even offered.

With a vibrant passion to make a difference for our planet– and after realizing that the soft cotton t-shirt material everybody likes would lend itself well to underwear and cordless bras– Amanda and Katie named business Pantee (an abridged version of “pants made from deadstock tees”) and got to work bringing the concept to life.

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

Because initially 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 very first 1.5 years alone. Pantee likewise plants one tree for every order placed (leading to over 1,500 trees planted!) and is a happy member of 1% For the World.

Turning the script with a ‘Blackout Friday’ campaign

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Already a problem in the fashion industry during the routine season, Black Friday made sure to encourage consumers to make unnecessary purchases– a number of which would go unused and end up back on racks or, worse, in garbage dumps.

So, while many small companies faced whether or not to run sales and promotions, Pantee asked a different concern: how could they create a successful project while remaining true to their objective?

  • The service: Recover Black Friday by rebranding it “Blackout Friday,” an initiative encouraging consumers to rethink their purchases and prevent impulse purchasing.
  • The message: Stop and think before you purchase. Is it something you enjoy? Is it something you need? If so, go ahead– buy and enjoy your new purchase. However if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the greatest impulse purchasing day of the year, and individuals get easily drawn into sales,” states Katie. “However the mindset should be: Is it really a bargain if you weren’t going to invest the cash originally? Our project position was not to motivate impulse buying, and we saw a lot 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,” includes Amanda. “Our position wasn’t necessarily don’t purchase, however if you’re going to, buy something you’ve wanted 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 however their engaged consumers, who were only able to access the website through a code they sent out to their existing mailing list.

The results

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

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the overall fans at the time.
  • The campaign naturally increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • Pantee’s mailing list 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 initiative featured 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 greatest sales day of the year,” states Katie. “By simply 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 people signing up for our email list. We saw a lots of new, first-time consumers just because they valued what we were doing.”

“Brand names typically think that you can have worths, but they will not transform to sales,” adds Amanda. “However we think that’s altering– and this campaign is an excellent example of that.”

Pantee is now releasing the project for the second year and looking forward to even more outstanding outcomes.

4 lessons gained from one unconventional project

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

1. Hone in on your purpose

“We talk a lot about our worths as a brand,” says Katie. “And time and time again, we have actually seen that if we talk about an issue, our values, or something with compound behind it, our engagement is so much higher. That’s what people want to see: something that gets them thinking.”

Amanda adds: “I believe at one point, we lost our method a bit and became 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 the business, but with social, we have actually seen a bigger chance to inform our audience and share helpful information that they can win.”

2. An engaged neighborhood is everything

“There’s a big difference between growing a following and growing a following that also has engagement,” explains Katie.” When it concerns social, what we’ve discovered is that individuals who engaged with us early on have ended up being advocates for our brand. We see a lot value in community and engaging with our customers beyond getting the sale. Numerous brand names see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Do not be afraid to be bold

“We discovered quite early on with our social that the greatest peaks of engagement occurred when we took a stand for something,” states Katie. “We’ve always been rather mission driven, however we like to have a good time with it and not be too preachy. When we have actually launched 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 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 quality time on your social platforms connecting with others, developing relationships and establishing an engaged neighborhood is vital. We utilize our social channels for two-way discussions with both clients 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 among the most effective tools that brands can use to spark their business, turning onlookers into faithful brand name advocates, awareness into sales, and your mission into favorable, concrete change. Just ask Pantee.

Learn about the greatest patterns forming social media so you can stay ahead of the video game– and make sure your next social campaign is a winner.

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