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

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Ah, Black Friday.

It’s not a surprise that the main kick-off day for the vacation shopping season is accountable for a huge 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 huge box sellers, Black Friday can bring more obstacles than benefits for small companies.

Slashing costs to make sales cuts straight into their bottom line– and with limited marketing budget plans and resources, competing with big brand names 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 desires and requires of their customers, get strong with their marketing strategies, and create thumb-stopping material that makes sure to get individuals talking.

In 2015, UK-based sustainable underwear brand and Best SMM Panel customer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse purchasing. We talked to Pantee’s creators, sis Amanda and Katie McCourt, to discover how they did it, what the results were, and what they have actually found out for future projects.

What is Pantee?

Pantee is an underwear brand making a difference: their items are used “deadstock” materials, or unsold stock that would otherwise wind up in landfills. Developed by ladies, for females and the planet, Pantee’s products are developed with comfort and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We launched 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 pattern to jump on; the brand name was established with this function at its core. The idea came to life in a thrift shop in 2019, when Amanda was searching second-hand clothes shops 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 the number of people had distributed clothes prior to even using them when,” says Amanda. “It got me thinking: If this is how many discarded clothing we can see, just how much exists that we can’t see? As soon as I began researching, I understood that we might make a difference. It’s really hard to get buying best in the fashion industry with patterns and shopping cycles changing so regularly, and as an outcome, lots of business overproduce. I became fixated on the idea of what we might do with deadstock clothes.”

The brief answer to Amanda’s concern 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 clothes made are never ever even sold.

With a vibrant passion to make a distinction for our world– and after recognizing that the soft cotton tee shirt material everybody loves would lend itself well to underwear and wireless bras– Amanda and Katie called 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 great link in bio to get more information about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion glamorous– milo

Since initially releasing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually grown into an effective sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its very first 1.5 years alone. Pantee also plants one tree for every order put (leading to over 1,500 trees planted!) and is a happy member of 1% For the World.

Flipping 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 business throughout the regular season, Black Friday was sure to motivate customers to make unnecessary purchases– many of which would go unused and end up back on racks or, even worse, in garbage dumps.

So, while many small businesses faced whether or not to run sales and promotions, Pantee asked a different question: how could they develop an effective campaign while remaining real to their objective?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and believe prior to you buy. Is it something you love? Is it something you require? If so, proceed– buy and enjoy your brand-new purchase. But if you weren’t already going to make that purchase, consider going without.

“Black Friday is the biggest impulse buying day of the year, and people get easily drawn into sales,” says Katie. “However the mindset should be: Is it really a deal if you weren’t going to spend the money originally? Our project stance was not to motivate impulse buying, 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,” includes Amanda. “Our position wasn’t necessarily do not make a purchase, but if you’re going to, purchase something you’ve wanted for an actually very long time.”

Pantee didn’t stop there. To bring the project to life and put their words into action, the merchant turned off their website to all however their engaged consumers, who were only able to access the site through a code they sent to their existing newsletter.

The results

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

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the overall followers at the time.
  • The campaign naturally 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 project extended far beyond Pantee’s Buy Instagram Verification, 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 promotions last year, Black Friday was the biggest sales day of the year,” says 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 people signing up for our e-mail list. We saw a ton of new, newbie customers even if they valued what we were doing.”

“Brand names typically believe that you can have worths, however they won’t transform to sales,” adds Amanda. “However we believe that’s altering– and this campaign is a fantastic example of that.”

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

4 lessons gained from one non-traditional project

Whether you’re conceptualizing future imaginative campaigns, building out next quarter’s social marketing strategy or already getting started on planning for next year’s holiday season, Pantee’s Blackout Friday campaign holds terrific lessons that every marketer must keep top of mind. We asked Amanda and Katie for their leading 4 suggestions– here’s what they said.

1. Hone in on your purpose

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

Amanda includes: “I think at one point, we lost our method a bit and ended up being more item and sales heavy on our social channels, and we observed that we weren’t getting the exact same reach. Pushing item works through e-mail marketing and other locations of the business, but with social, we’ve seen a larger opportunity to educate our audience and share helpful info that they can leave with.”

2. An engaged community is whatever

“There’s a substantial distinction in between growing a following and growing a following that also has engagement,” explains Katie.” When it pertains to social, what we’ve found is that people who engaged with us early on have become advocates for our brand. We see a lot value in neighborhood and engaging with our customers beyond getting the sale. Many brands see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Do not hesitate to be vibrant

“We discovered quite at an early stage with our social that the highest peaks of engagement happened when we took a stand for something,” says Katie. “We’ve always been quite objective driven, but we like to have fun with it and not be too preachy. When we have actually introduced campaigns with our sustainability mission at the forefront, the engagement has actually been through the roofing system.”

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

“Social media isn’t practically what you post, it has to do with how you engage with other accounts and make individuals feel,” describes Amanda. “Spending time on your social platforms getting in touch with others, constructing relationships and establishing an engaged neighborhood is indispensable. We use our social channels for two-way discussions with both clients 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 increases above all the others, it’s that social is one of the most effective tools that brand names can use to ignite their company, turning bystanders into devoted brand advocates, awareness into sales, and your mission into favorable, tangible modification. Simply ask Pantee.

Find out about the most significant trends forming social networks so you can stay ahead of the video game– and make sure your next social project is a winner.

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