How This Underwear 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 holiday shopping season is accountable for a massive annual rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for big box sellers, Black Friday can bring more difficulties than advantages for small companies.

Slashing costs to make sales cuts directly into their bottom line– and with minimal marketing budgets and resources, competing with huge brand names takes guts, insight, and imagination. That’s why the small businesses that stand out throughout the holiday season are the ones that get in touch with the distinct desires and needs of their consumers, get vibrant with their marketing strategies, and develop thumb-stopping material that makes sure to get individuals talking.

Last year, UK-based sustainable underwear brand and Best SMM Panel consumer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse buying. We talked to Pantee’s creators, siblings Amanda and Katie McCourt, to find out how they did it, what the results were, and what they’ve found out for future projects.

What is Pantee?

Pantee is an underclothing brand name making a distinction: their products are used “deadstock” fabrics, or unsold stock that would otherwise end up in landfills. Developed by women, for ladies and the planet, Pantee’s items are created with convenience and style in mind, while helping avoid 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 jump on; the brand name was founded with this function at its core. The concept came to life in a thrift store in 2019, when Amanda was browsing pre-owned clothing stores in London and was blown away by the number of brand-new t-shirts lining the shelves, tags still on them.

“It was insane to me how many people had actually given away clothing prior to even using them when,” states Amanda. “It got me thinking: If this is how many disposed of clothing we can see, just how much is there that we can’t see? Once I began looking into, I understood that we might make a distinction. It’s really difficult to get purchasing best in the fashion industry with trends and shopping cycles changing so frequently, and as an outcome, 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 how much waste we can’t see: a lot. The fashion business produces an estimated 92 million tonnes of fabric waste each year, and roughly 30% of clothing made are never ever even offered.

With a vibrant passion to make a difference for our world– and after realizing that the soft cotton t-shirt fabric everyone enjoys would lend itself well to underclothing and cordless bras– Amanda and Katie called 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 find out more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Given that at first releasing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has turned into 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 positioned (resulting in 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 one thing on their minds: overconsumption. Currently a problem in the fashion industry throughout the routine season, Black Friday made certain to encourage customers to make unnecessary purchases– a lot of which would go unused and end up back on racks or, worse, in garbage dumps.

So, while numerous small businesses come to grips with whether to run sales and promotions, Pantee asked a different concern: how could they create a successful campaign while staying true to their mission?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you purchase. Is it something you love? Is it something you require? If so, go on– buy and enjoy your new purchase. But if you weren’t already going to make that purchase, think about going without.

“Black Friday is the biggest impulse purchasing day of the year, and individuals get quickly sucked into sales,” states Katie. “But the mindset should be: Is it actually a deal if you weren’t going to invest 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 established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not purchase, however if you’re going to, purchase something you have actually desired 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 only able to access the website through a code they sent to their existing mailing list.

The outcomes

The campaign was a frustrating success, causing a substantial increase in sales, social engagement and reach, brand name awareness and new consumer 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 campaign naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • Pantee’s subscriber 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 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 last year, Black Friday was the greatest sales day of the year,” states Katie. “By just 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 registering for our email list. We saw a ton of brand-new, novice consumers even if they valued what we were doing.”

“Brands typically believe that you can have values, but they will not transform to sales,” includes Amanda. “But we believe that’s altering– and this project is a terrific example of that.”

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

4 lessons learned from one unconventional project

Whether you’re brainstorming future innovative projects, building out next quarter’s social marketing technique or already getting started on preparing for next year’s holiday, Pantee’s Blackout Friday campaign holds fantastic lessons that every online marketer should keep top of mind. We asked Amanda and Katie for their top four suggestions– here’s what they stated.

1. Hone in on your function

“We yap about our values as a brand name,” states Katie. “And time and time again, we have actually seen that if we speak about 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 believe 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 email marketing and other areas of business, however with social, we’ve seen a bigger chance to inform our audience and share helpful info that they can leave with.”

2. An engaged community is whatever

“There’s a big distinction in between growing a following and growing a following that likewise has engagement,” describes Katie.” When it concerns social, what we have actually discovered is that people who engaged with us early on have actually ended up being advocates for our brand. We see a lot value in neighborhood and engaging with our consumers 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 hesitate to be strong

“We found out quite early on with our social that the highest peaks of engagement happened when we took a stand for something,” states Katie. “We’ve always been rather objective driven, however we like to have fun with it and not be too preachy. When we have actually introduced projects with our sustainability objective at the leading edge, the engagement has actually been through the roofing.”

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

“Social media isn’t just about what you post, it’s about how you engage with other accounts and make individuals feel,” explains Amanda. “Spending time on your social platforms connecting with others, developing relationships and establishing an engaged neighborhood is invaluable. We use our social channels for two-way discussions with both customers and our neighborhood– there is a lot you can learn when you talk with them instead of at them.”

If there’s one takeaway that rises above all the others, it’s that social is among the most powerful tools that brands can use to ignite their company, turning onlookers into devoted brand name advocates, awareness into sales, and your objective into positive, tangible change. Just ask Pantee.

Learn about the biggest patterns forming social networks so you can stay ahead of the video game– and ensure your next social project is a winner.

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