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

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Ah, Black Friday.

It’s no surprise that the official kick-off day for the vacation shopping season is responsible for a massive annual surge in customer spending, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for big box retailers, Black Friday can bring more obstacles than benefits for small businesses.

Slashing rates to make sales cuts directly into their bottom line– and with limited marketing budgets and resources, taking on huge brand names takes courage, insight, and creativity. That’s why the small businesses that stand out throughout the holiday season are the ones that get in touch with the unique wants and needs of their clients, get bold 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 consumer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse buying. We interviewed Pantee’s founders, sisters Amanda and Katie McCourt, to discover how they did it, what the results were, and what they’ve discovered for future campaigns.

What is Pantee?

Pantee is an underwear brand making a distinction: their items are used “deadstock” fabrics, or unsold inventory that would otherwise end up in landfills. Developed by ladies, for women and the world, Pantee’s products are developed with comfort and design in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We launched 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 clothing shops in London and was blown away by the variety of brand-new tee shirts lining the shelves, tags still on them.

“It was crazy to me how many individuals had handed out clothes prior to even wearing them as soon as,” states Amanda. “It got me thinking: If this is the number of disposed of clothing we can see, just how much exists that we can’t see? When I started looking into, I knew that we might make a distinction. It’s very difficult to get purchasing best in the fashion industry with trends and shopping cycles altering so frequently, and as a result, many companies overproduce. I ended up being fixated on the concept of what we might do with deadstock clothes.”

The brief response to Amanda’s question on how much waste we can’t see: a lot. The fashion industry produces an estimated 92 million tonnes of textile waste each year, and around 30% of clothing made are never ever even offered.

With a bold passion to make a distinction for our planet– and after realizing that the soft cotton tee shirt fabric everybody loves would provide itself well to underclothing and cordless bras– Amanda and Katie named business Pantee (an abridged version of “trousers made from deadstock tees”) and got to work bringing the concept to life.

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

Because initially releasing 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 first 1.5 years alone. Pantee likewise plants one tree for each order placed (leading to over 1,500 trees planted!) and is a proud member of 1% For the Planet.

Turning the script with a ‘Blackout Friday’ campaign

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 made certain to encourage consumers to make unnecessary purchases– many of which would go unused and end up back on racks or, worse, in land fills.

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

  • The service: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to reconsider their purchases and prevent impulse purchasing.
  • The message: Stop and believe prior to you buy. Is it something you like? Is it something you require? If so, go ahead– purchase 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 purchasing day of the year, and people get easily sucked into sales,” states 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 because 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 always do not make a purchase, however if you’re going to, purchase something you’ve desired for a really very long time.”

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

The results

The campaign was an overwhelming success, resulting in a substantial increase in sales, social engagement and reach, brand name awareness and new consumer acquisition.

  • Engagement on social media doubled throughout the project (from 4 to 8%), and natural 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 invest.
  • Pantee’s mailing 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 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 promos in 2015, Black Friday was the biggest sales day of the year,” says Katie. “By simply 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 email list. We saw a ton of brand-new, newbie clients just because they valued what we were doing.”

“Brand names typically think that you can have worths, however they will not convert to sales,” includes Amanda. “But we believe that’s altering– and this project is a terrific example of that.”

Pantee is now introducing the campaign for the 2nd year and eagerly anticipating a lot more excellent outcomes.

4 lessons learned from one non-traditional campaign

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

1. Focus on your function

“We talk a lot about our values as a brand name,” states Katie. “And time and time once again, we’ve 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 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 item and sales heavy on our social channels, and we noticed that we weren’t getting the same reach. Pushing item resolves e-mail marketing and other locations of the business, however with social, we have actually seen a larger opportunity to educate our audience and share helpful information that they can win.”

2. An engaged community is whatever

“There’s a substantial difference in between growing a following and growing a following that also has engagement,” describes Katie.” When it concerns social, what we have actually found is that people who engaged with us early on have ended up being supporters 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, however for us, it’s a two-way street.”

3. Do not hesitate to be vibrant

“We learned quite at an early stage with our social that the greatest peaks of engagement took place when we decided for something,” states Katie. “We’ve always been quite mission driven, however we like to have fun with it and not be too preachy. When we’ve released campaigns with our sustainability mission at the leading edge, the engagement has actually been through the roof.”

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

“Social network isn’t almost what you publish, it has to do with how you engage with other accounts and make people feel,” discusses Amanda. “Spending quality time on your social platforms getting in touch with others, constructing relationships and establishing an engaged neighborhood is invaluable. We utilize our social channels for two-way discussions with both customers and our community– there is so much 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 powerful tools that brands can use to spark their service, turning bystanders into faithful brand supporters, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.

Learn about the greatest trends shaping social media so you can remain ahead of the video game– and make certain your next social campaign is a winner.

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