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 an enormous yearly surge in customer spending, reaching $8.9 billion in the United States alone in 2021. But while this is a yearly slam-dunk for big box merchants, Black Friday can bring more challenges than advantages for small businesses.

Slashing prices to make sales cuts straight into their bottom line– and with limited marketing budgets and resources, competing with big brands takes courage, insight, and creativity. That’s why the small companies that stick out during the holiday are the ones that connect with the distinct wants and needs of their consumers, get vibrant with their marketing methods, and develop thumb-stopping content that’s sure to get people talking.

Last year, UK-based sustainable underwear brand name and Best SMM Panel consumer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse purchasing. We talked to Pantee’s founders, siblings Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they have actually learned for future campaigns.

What is Pantee?

Pantee is an underwear brand making a difference: their items are used “deadstock” fabrics, or unsold stock that would otherwise end up in land fills. Designed by females, for ladies and the planet, Pantee’s items are produced with convenience and style in mind, while helping avoid unused garments from going to waste.

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

For Pantee, sustainability isn’t a buzzword or trend to get on; the brand was founded with this function at its core. The concept came to life in a thrift shop in 2019, when Amanda was browsing pre-owned clothes stores 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 clothing before even wearing them as soon as,” states Amanda. “It got me thinking: If this is the number of discarded clothes we can see, how much is there that we can’t see? When I started researching, I knew that we might make a distinction. It’s really tough to get purchasing best in the fashion industry with patterns and shopping cycles altering so regularly, and as a result, lots of business overproduce. I ended up being fixated on the concept of what we could do with deadstock clothing.”

The brief 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 around 30% of clothing made are never even sold.

With a strong passion to make a difference for our world– and after recognizing that the soft cotton tee shirt material everyone loves would provide itself well to underwear and wireless 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 learn more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Since at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually turned into a successful sustainable startup– upcycling more than 1,500 kgs of deadstock material 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 happy member of 1% For the Planet.

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 a concern in the fashion industry throughout the routine season, Black Friday was sure to motivate consumers to make unneeded purchases– a number of which would go unused and end up back on racks or, worse, in land fills.

So, while numerous small businesses faced whether to run sales and promotions, Pantee asked a different question: how could they produce a successful project while staying real to their mission?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative motivating consumers to reassess their purchases and prevent impulse buying.
  • The message: Stop and believe prior to you buy. Is it something you enjoy? Is it something you require? If so, go on– 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 mentality should be: Is it really a bargain if you weren’t going to spend the money originally? Our project stance was not to motivate impulse purchasing, and we saw a lot of engagement due to the fact that of the shared worths and commonalities it developed with our audience.”

“There is a lot overconsumption on Black Friday,” adds Amanda. “Our stance wasn’t always don’t make a purchase, however if you’re going to, purchase something you’ve desired for an actually long period of time.”

Pantee didn’t stop there. To bring the campaign to life and put their words into action, the retailer switched off their site to all however their engaged clients, who were only able to access the site through a code they sent out to their existing mailing list.

The results

The campaign was a frustrating success, causing a considerable boost in sales, social engagement and reach, brand name awareness and brand-new client acquisition.

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the overall followers at the time.
  • The project organically increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • Pantee’s subscriber 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 Verification, with the effort 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 last year, Black Friday was the most significant 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 registering for our e-mail list. We saw a ton of new, first-time consumers even if they valued what we were doing.”

“Brand names typically think that you can have worths, but they won’t convert to sales,” includes Amanda. “But we believe that’s changing– and this project is a great example of that.”

Pantee is now introducing the campaign for the 2nd year and anticipating much more outstanding results.

4 lessons gained from one non-traditional project

Whether you’re conceptualizing future innovative campaigns, constructing out next quarter’s social marketing strategy or already starting on preparing for next year’s holiday season, Pantee’s Blackout Friday project holds fantastic lessons that every marketer ought to keep top of mind. We asked Amanda and Katie for their leading 4 recommendations– here’s what they stated.

1. Focus on your purpose

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

Amanda adds: “I think at one point, we lost our way a bit and ended up being more item and sales heavy on our social channels, and we saw that we weren’t getting the same reach. Pressing product works through email marketing and other areas of the business, but with social, we’ve seen a bigger chance to inform our audience and share helpful details that they can walk away with.”

2. An engaged neighborhood is everything

“There’s a huge difference in between growing a following and growing a following that also has engagement,” describes Katie.” When it concerns social, what we’ve found is that people who engaged with us early on have ended up being supporters for our brand name. We see a lot worth in community and engaging with our customers 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 strong

“We discovered quite early with our social that the highest peaks of engagement took place when we decided for something,” says Katie. “We’ve always been quite objective driven, but we like to have a good time with it and not be too preachy. When we’ve launched campaigns with our sustainability objective at the leading edge, the engagement has been through the roofing.”

4. Remember that there’s more to social than what you’re publishing

“Social media isn’t just about what you publish, it has to do with how you engage with other accounts and make people feel,” explains Amanda. “Spending time on your social platforms getting in touch with others, constructing relationships and establishing an engaged neighborhood is invaluable. We use our social channels for two-way discussions with both clients and our neighborhood– there is a lot you can discover when you talk with them rather of at them.”

If there’s one takeaway that increases above all the others, it’s that social is among the most effective tools that brands can utilize to spark their service, turning onlookers into devoted brand supporters, awareness into sales, and your mission into positive, tangible change. Just ask Pantee.

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

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