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

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Ah, Black Friday.

It’s no surprise that the main kick-off day for the vacation shopping season is accountable for a massive yearly surge in consumer costs, 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 obstacles than advantages for small companies.

Slashing costs to make sales cuts straight into their bottom line– and with minimal marketing spending plans and resources, competing with big brand names takes courage, 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 unique desires and requires of their customers, get strong with their marketing methods, and develop thumb-stopping content that’s sure to get individuals talking.

Last year, UK-based sustainable underwear brand name 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 creators, sisters Amanda and Katie McCourt, to learn how they did it, what the outcomes were, and what they’ve discovered for future projects.

What is Pantee?

Pantee is an underclothing brand making a difference: their items are used “deadstock” fabrics, or unsold stock that would otherwise wind up in landfills. Created by women, for ladies and the world, Pantee’s items are created with comfort and design in mind, while helping avoid unused garments from going to waste.

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

For Pantee, sustainability isn’t a buzzword or pattern to get on; the brand name was founded with this purpose at its core. The concept came to life in a thrift store in 2019, when Amanda was searching second-hand clothes shops in London and was blown away by the number of new t-shirts lining the racks, tags still on them.

“It was insane to me the number of people had actually given away clothing before even using them once,” says 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? As soon as I began researching, I understood that we could make a distinction. It’s really difficult to get purchasing best in the fashion industry with trends and shopping cycles altering so often, and as a result, many business overproduce. I became focused on the idea of what we might do with deadstock clothing.”

The short answer to Amanda’s concern on just how much waste we can’t see: a lot. The fashion business produces an approximated 92 million tonnes of fabric waste each year, and around 30% of clothes made are never even offered.

With a bold enthusiasm to make a distinction for our world– and after understanding that the soft cotton t-shirt fabric everyone likes would provide itself well to underclothing and wireless bras– Amanda and Katie called business Pantee (an abridged variation of “trousers 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 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 become an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its first 1.5 years alone. Pantee also plants one tree for every order positioned (leading to over 1,500 trees planted!) and is a proud 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. Already a problem in the fashion industry during the routine season, Black Friday made sure to encourage consumers to make unnecessary purchases– a lot of which would go unused and wind up back on racks or, even worse, in land fills.

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

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to reassess their purchases and prevent impulse purchasing.
  • The message: Stop and believe prior to you buy. Is it something you love? Is it something you require? If so, proceed– purchase and enjoy your new purchase. However 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 drawn into sales,” states Katie. “But the mindset should be: Is it really a deal if you weren’t going to spend the money initially? Our campaign position was not to encourage impulse buying, and we saw a lot of engagement since 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 buy, but if you’re going to, buy something you have actually desired for an actually long time.”

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

The results

The project was an overwhelming success, leading to a substantial boost in sales, social engagement and reach, brand awareness and new customer acquisition.

  • Engagement on social media doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the overall followers at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 without any 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 Verification, with the effort featured in top-tier press including The Observer, Drapers, Reuters, The Daily Mail, and more.

“While we didn’t run a sale or any promos last year, Black Friday was the greatest sales day of the year,” states 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, newbie clients just because they valued what we were doing.”

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

Pantee is now launching the project for the second year and anticipating a lot more remarkable outcomes.

4 lessons learned from one non-traditional project

Whether you’re brainstorming future imaginative projects, developing out next quarter’s social marketing strategy or currently beginning on planning for next year’s holiday, Pantee’s Blackout Friday project holds great lessons that every marketer ought to keep top of mind. We asked Amanda and Katie for their leading 4 suggestions– here’s what they said.

1. Hone in on your function

“We yap about our values as a brand,” says Katie. “And time and time again, we have actually 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 people wish to see: something that gets them thinking.”

Amanda adds: “I think at one point, we lost our way a bit and became more item and sales heavy on our social channels, and we noticed that we weren’t getting the same reach. Pressing product overcomes email marketing and other areas of the business, but with social, we have actually seen a larger opportunity to educate our audience and share helpful information that they can walk away with.”

2. An engaged community is everything

“There’s a substantial distinction between growing a following and growing a following that likewise has engagement,” describes Katie.” When it pertains to social, what we have actually discovered is that individuals who engaged with us early on have actually become advocates for our brand. We see a lot value in neighborhood and engaging with our customers beyond getting the sale. Many 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 bold

“We learned quite at an early stage with our social that the greatest peaks of engagement happened when we took a stand for something,” states Katie. “We’ve always been rather objective driven, but we like to have a good time with it and not be too preachy. When we’ve launched campaigns with our sustainability objective at the forefront, the engagement has actually been through the roof.”

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

“Social network isn’t almost what you post, it’s about how you engage with other accounts and make people feel,” discusses Amanda. “Hanging out on your social platforms getting in touch with others, constructing relationships and developing an engaged neighborhood is important. We use our social channels for two-way discussions with both clients and our community– there is so much you can find out 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 effective tools that brands can utilize to spark their organization, turning spectators into devoted brand advocates, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.

Find out about the biggest patterns shaping social media so you can stay ahead of the video game– and make sure your next social campaign is a winner.

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