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

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Ah, Black Friday.

It’s not a surprise that the main kick-off day for the vacation shopping season is responsible for a huge 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 rates to make sales cuts directly into their bottom line– and with limited marketing spending plans and resources, taking on big brands takes courage, insight, and creativity. That’s why the small companies that stand out throughout the holiday season are the ones that get in touch with the distinct wants and needs of their consumers, get strong with their marketing techniques, and produce thumb-stopping material that’s sure to get individuals talking.

Last year, UK-based sustainable underclothing brand 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, sis Amanda and Katie McCourt, to learn how they did it, what the results were, and what they’ve discovered for future campaigns.

What is Pantee?

Pantee is an underclothing brand name making a distinction: their items are used “deadstock” fabrics, or unsold inventory that would otherwise end up in garbage dumps. Developed by ladies, for females and the planet, Pantee’s products are produced with convenience and design 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– Authorities Sound Studio

For Pantee, sustainability isn’t a buzzword or trend to jump 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 browsing second-hand clothing stores in London and was blown away by the number of brand-new tee shirts lining the shelves, tags still on them.

“It was insane to me how many individuals had actually handed out clothing before even wearing them once,” states Amanda. “It got me thinking: If this is how many discarded clothing we can see, just how much is there that we can’t see? As soon as I started investigating, I knew that we might make a distinction. It’s very tough to get purchasing ideal in the fashion business with patterns and shopping cycles altering so regularly, and as a result, lots of companies overproduce. I became fixated on the idea of what we might do with deadstock clothing.”

The short response 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 approximately 30% of clothing made are never ever even offered.

With a strong enthusiasm to make a difference for our planet– and after understanding that the soft cotton t-shirt material everyone loves 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 ever felt so good link in bio to learn more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Considering that initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has become an effective sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its first 1.5 years alone. Pantee likewise plants one tree for each order placed (resulting in 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 one thing on their minds: overconsumption. Already a problem in the fashion business during the regular season, Black Friday made certain to encourage consumers to make unneeded purchases– a lot of which would go unused and end up back on racks or, even worse, in landfills.

So, while lots of small companies faced whether to run sales and promos, Pantee asked a various question: how could they create a successful campaign while remaining real to their objective?

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to reconsider their purchases and prevent impulse buying.
  • The message: Stop and think prior to you purchase. Is it something you enjoy? Is it something you need? If so, proceed– purchase and enjoy your new purchase. However if you weren’t currently going to make that purchase, think about going without.

“Black Friday is the most significant impulse buying day of the year, and individuals get quickly drawn into sales,” states Katie. “However the mentality should be: Is it truly a deal if you weren’t going to spend the cash initially? Our project stance was not to encourage impulse purchasing, and we saw a great deal 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,” adds Amanda. “Our position wasn’t always don’t purchase, however if you’re going to, purchase something you have actually desired for a really long period of time.”

Pantee didn’t stop there. To bring the campaign to life and put their words into action, the seller shut off their website to all however their engaged customers, who were only able to access the website through a code they sent out to their existing subscriber list.

The outcomes

The campaign was a frustrating success, resulting in a considerable boost in sales, social engagement and reach, brand awareness and brand-new client 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 project organically increased web traffic by 122% month-over-month in November 2021 without any 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 Verification, with the initiative included 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 biggest sales day of the year,” states 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 people registering for our e-mail list. We saw a lots of new, newbie consumers just because they valued what we were doing.”

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

Pantee is now introducing the campaign for the 2nd year and looking forward to much more excellent results.

4 lessons gained from one unconventional project

Whether you’re brainstorming future innovative projects, constructing out next quarter’s social marketing strategy or currently beginning on planning for next year’s holiday season, Pantee’s Blackout Friday project holds terrific lessons that every online marketer must keep top of mind. We asked Amanda and Katie for their leading 4 recommendations– here’s what they stated.

1. Hone in on your function

“We yap about our values as a brand,” states Katie. “And time and time once again, we’ve seen that if we discuss a concern, our values, or something with substance behind it, our engagement is a lot greater. That’s what individuals wish to see: something that gets them thinking.”

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 item works through e-mail marketing and other locations of business, however with social, we’ve seen a bigger opportunity to educate our audience and share useful details that they can win.”

2. An engaged neighborhood is everything

“There’s a huge difference between growing a following and growing a following that also has engagement,” explains Katie.” When it comes to social, what we have actually discovered is that people who engaged with us early on have become supporters for our brand name. 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 vibrant

“We discovered rather early on with our social that the greatest peaks of engagement occurred when we decided for something,” says Katie. “We’ve always been rather mission driven, but we like to have a good time with it and not be too preachy. When we have actually released campaigns with our sustainability mission at the forefront, the engagement has been through the roofing.”

4. Bear in mind that there’s more to social than what you’re posting

“Social network isn’t just about what you post, it has to do with how you engage with other accounts and make individuals feel,” discusses Amanda. “Hanging out on your social platforms connecting with others, constructing relationships and developing an engaged neighborhood is invaluable. We use our social channels for two-way conversations with both clients and our neighborhood– there is so much you can learn 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 brand names can use to spark their company, turning bystanders into devoted brand name advocates, awareness into sales, and your mission into positive, concrete modification. Just ask Pantee.

Learn about the most significant trends shaping social networks so you can stay ahead of the game– and make certain your next social campaign is a winner.

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