How This Underclothing Brand Name Won with an Anti-Black-Friday Social Project

Posted by

Ah, Black Friday.

It’s no surprise that the official kick-off day for the vacation shopping season is responsible 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 big box sellers, Black Friday can bring more difficulties than benefits for small companies.

Slashing rates to make sales cuts directly into their bottom line– and with limited marketing spending plans and resources, taking on huge brands takes guts, insight, and creativity. That’s why the small businesses that stand apart throughout the holiday season are the ones that get in touch with the unique wants and needs of their clients, get strong with their marketing techniques, and develop thumb-stopping content that’s sure to get individuals talking.

Last year, UK-based sustainable underclothing brand name and Best SMM Panel client Pantee won Black Friday with a campaign 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 results were, and what they have actually learned for future projects.

What is Pantee?

Pantee is an underwear brand making a difference: their products are made using “deadstock” materials, or unsold stock that would otherwise end up in land fills. Designed by ladies, for females and the world, Pantee’s items are created with convenience 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 Sound Studio

For Pantee, sustainability isn’t a buzzword or pattern to get on; the brand was established with this purpose at its core. The idea 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 variety of new tee shirts lining the shelves, tags still on them.

“It was crazy to me how many individuals had distributed clothing before even wearing them when,” states Amanda. “It got me thinking: If this is the number of discarded clothing we can see, how much exists that we can’t see? As soon as I started investigating, I understood that we might make a difference. It’s extremely hard to get buying best in the fashion business with patterns and shopping cycles changing so often, and as a result, many business overproduce. I ended up being focused on the idea of what we could do with deadstock clothing.”

The brief response to Amanda’s question on just 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 offered.

With a vibrant passion to make a distinction for our planet– and after understanding that the soft cotton tee shirt material everyone enjoys would provide itself well to underclothing and cordless bras– Amanda and Katie named business Pantee (an abridged version of “pants made from deadstock tees”) and got to work bringing the idea to life.

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

Considering that initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has become 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 order put (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 an issue in the fashion industry during the routine season, Black Friday made certain to encourage customers to make unnecessary purchases– a number of which would go unused and end up back on shelves or, even worse, in landfills.

So, while many small businesses faced whether to run sales and promos, Pantee asked a various question: how could they create an effective campaign while staying true to their mission?

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

“Black Friday is the greatest impulse purchasing day of the year, and individuals get quickly drawn into sales,” says Katie. “However the mentality should be: Is it truly a deal if you weren’t going to spend the money originally? Our project position was not to motivate impulse purchasing, and we saw a lot of engagement because of the shared worths and commonalities it established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our stance wasn’t necessarily do not purchase, however if you’re going to, purchase something you have actually wanted for an actually 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 but their engaged customers, who were just able to access the website through a code they sent to their existing newsletter.

The outcomes

The project was an overwhelming success, causing a considerable increase in sales, social engagement and reach, brand awareness and brand-new client acquisition.

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the total fans at the time.
  • The project organically increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • Pantee’s newsletter 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 effort 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 promotions last year, Black Friday was the biggest sales day of the year,” states Katie. “By merely 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 individuals signing up for our e-mail list. We saw a lots of brand-new, novice clients just because they valued what we were doing.”

“Brand names often think that you can have worths, however they won’t transform to sales,” includes Amanda. “But we believe that’s altering– and this campaign is a terrific example of that.”

Pantee is now launching the campaign for the second year and eagerly anticipating a lot more remarkable outcomes.

4 lessons gained from one non-traditional campaign

Whether you’re brainstorming future innovative projects, developing out next quarter’s social marketing technique or already getting started on planning for next year’s holiday, Pantee’s Blackout Friday project holds excellent lessons that every marketer need to keep top of mind. We asked Amanda and Katie for their leading 4 suggestions– here’s what they stated.

1. Hone in on your purpose

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

Amanda includes: “I think at one point, we lost our way a bit and ended up being more product and sales heavy on our social channels, and we observed that we weren’t getting the very same reach. Pushing item 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 useful info that they can walk away with.”

2. An engaged community is everything

“There’s a big difference in between growing a following and growing a following that likewise has engagement,” explains Katie.” When it pertains to social, what we’ve found is that people who engaged with us early on have become supporters for our brand. We see so much worth in community and engaging with our customers beyond getting the sale. Numerous brands see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Don’t hesitate to be strong

“We learned quite early on with our social that the greatest peaks of engagement took place when we took a stand for something,” states Katie. “We have actually constantly been quite objective driven, however we like to have a good time with it and not be too preachy. When we’ve introduced campaigns with our sustainability mission at the forefront, the engagement has actually 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’s about how you engage with other accounts and make people feel,” explains Amanda. “Hanging out on your social platforms connecting with others, building relationships and establishing an engaged neighborhood is indispensable. We utilize our social channels for two-way conversations with both consumers and our neighborhood– there is a lot you can find out when you talk with them instead of at them.”

If there’s one takeaway that increases above all the others, it’s that social is among the most powerful tools that brand names can use to ignite their organization, turning bystanders into loyal brand supporters, awareness into sales, and your objective into positive, concrete modification. Just ask Pantee.

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

Discover the Trends

Benefit: Learn how to offer more items on social networks with our totally free Social Commerce 101 guide. Delight your consumers and improve conversion rates.