How This Underwear Brand 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 holiday shopping season is responsible for a huge yearly rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for huge box merchants, Black Friday can bring more challenges than advantages for small companies.

Slashing costs to make sales cuts straight into their bottom line– and with minimal marketing spending plans and resources, taking on big brand names takes courage, insight, and creativity. That’s why the small businesses that stick out during the holiday are the ones that connect with the distinct wants and requires of their consumers, get vibrant with their marketing strategies, and develop thumb-stopping content that makes certain to get people talking.

Last year, UK-based sustainable underwear brand name and Best SMM Panel consumer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse purchasing. We spoke with Pantee’s founders, sis Amanda and Katie McCourt, to find out how they did it, what the results were, and what they have actually discovered for future campaigns.

What is Pantee?

Pantee is an underclothing brand making a distinction: their products are made using “deadstock” materials, or unsold stock that would otherwise wind up in land fills. Created by ladies, for females and the world, Pantee’s products are produced with convenience and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We introduced a company in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Noise Studio

For Pantee, sustainability isn’t a buzzword or trend to get on; the brand name was founded with this purpose at its core. The idea came to life in a thrift store in 2019, when Amanda was searching pre-owned clothes shops in London and was blown away by the variety of new tee shirts lining the shelves, tags still on them.

“It was insane to me the number of individuals had actually given away clothes before even wearing them when,” says Amanda. “It got me thinking: If this is how many disposed of clothes we can see, just how much is there that we can’t see? Once I began investigating, I understood that we might make a difference. It’s really difficult to get purchasing right in the fashion business with patterns and shopping cycles changing so often, and as an outcome, lots of business overproduce. I ended up being fixated on the idea of what we could do with deadstock clothing.”

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

With a bold passion to make a distinction for our planet– and after understanding that the soft cotton tee shirt fabric everybody likes would lend itself well to underclothing and wireless bras– Amanda and Katie called the business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the principle to life.

@pantee_uk Upcycling never ever felt so excellent link in bio to learn more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Because initially releasing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has actually 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 positioned (resulting in over 1,500 trees planted!) and is a proud 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. Currently a problem in the fashion business during the regular season, Black Friday made certain to motivate consumers to make unneeded purchases– much of which would go unused and end up back on shelves or, even worse, in garbage dumps.

So, while numerous small businesses come to grips with whether to run sales and promotions, Pantee asked a different question: how could they produce an effective project while remaining true to their objective?

  • The option: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to reconsider their purchases and prevent impulse buying.
  • The message: Stop and believe prior to you buy. Is it something you enjoy? Is it something you need? If so, go on– buy and enjoy your 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 people get quickly drawn into sales,” states Katie. “But the mentality should be: Is it really a deal if you weren’t going to invest the cash originally? Our project stance was not to encourage impulse purchasing, and we saw a great deal of engagement because of the shared values and commonalities it developed with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t always do not buy, 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 seller shut 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 results

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

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the total followers at the time.
  • The project 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 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 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 people registering for our e-mail list. We saw a lots of brand-new, first-time clients even if they valued what we were doing.”

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

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

4 lessons gained 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 season, Pantee’s Blackout Friday project holds fantastic lessons that every 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 worths as a brand name,” states Katie. “And time and time once again, we’ve seen that if we speak about an issue, our worths, or something with compound behind it, our engagement is so much greater. That’s what individuals want to see: something that gets them thinking.”

Amanda adds: “I think at one point, we lost our method a bit and ended up being more product and sales heavy on our social channels, and we noticed that we weren’t getting the very same reach. Pushing product works through email marketing and other areas of the business, but with social, we have actually seen a bigger chance to educate our audience and share helpful info that they can walk away with.”

2. An engaged community is everything

“There’s a huge difference between growing a following and growing a following that also has engagement,” explains Katie.” When it concerns social, what we’ve discovered is that people who engaged with us early on have actually become advocates for our brand name. We see a lot value in community and engaging with our consumers 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. Do not be afraid to be vibrant

“We found out rather at an early stage with our social that the greatest peaks of engagement occurred when we decided for something,” says Katie. “We have actually always been quite objective driven, but 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 been through the roof.”

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

“Social network isn’t practically what you publish, 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, developing relationships and establishing an engaged community is important. We use our social channels for two-way discussions with both customers and our neighborhood– there is a lot you can discover 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 brands can utilize to spark their organization, turning spectators into devoted brand supporters, awareness into sales, and your mission into favorable, tangible change. Just ask Pantee.

Learn about the biggest trends forming social networks so you can remain ahead of the game– and ensure your next social campaign is a winner.

Discover the Trends

Benefit: Download a totally free guide that teaches you how to turn Buy Facebook Verified traffic into sales in 4 basic steps using Best SMM Panel.