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

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Ah, Black Friday.

It’s not a surprise that the official kick-off day for the vacation shopping season is accountable for a huge yearly rise in consumer costs, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for huge box merchants, Black Friday can bring more difficulties than benefits for small companies.

Slashing rates to make sales cuts directly into their bottom line– and with restricted marketing budgets and resources, taking on big brands takes courage, insight, and imagination. That’s why the small businesses that stand apart throughout the holiday season are the ones that connect with the distinct desires and needs of their clients, get vibrant with their marketing methods, and create thumb-stopping material that makes sure to get individuals talking.

In 2015, UK-based sustainable underwear 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 spoke with Pantee’s creators, sis Amanda and Katie McCourt, to discover 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 difference: their items are made using “deadstock” materials, or unsold stock that would otherwise end up in landfills. Designed by females, for females and the planet, Pantee’s products are developed with comfort and design in mind, while helping avoid unused garments from going to waste.

@pantee_uk We launched a company in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Official Sound Studio

For Pantee, sustainability isn’t a buzzword or trend to jump on; the brand name was established with this purpose at its core. The concept came to life in a thrift shop in 2019, when Amanda was searching second-hand clothing shops in London and was blown away by the number of brand-new tee shirts lining the shelves, tags still on them.

“It was crazy to me the number of people had actually distributed clothes prior to even wearing them once,” states Amanda. “It got me thinking: If this is the number of disposed of clothing we can see, how much exists that we can’t see? When I began looking into, I understood that we could make a distinction. It’s really challenging to get buying ideal in the fashion business with patterns and shopping cycles changing so often, and as an outcome, lots of companies overproduce. I became fixated on the concept of what we might do with deadstock clothes.”

The brief answer to Amanda’s question on how much waste we can’t see: a lot. The fashion industry produces an approximated 92 million tonnes of fabric waste each year, and approximately 30% of clothes made are never even sold.

With a vibrant passion to make a difference for our planet– and after realizing that the soft cotton t-shirt fabric everybody loves would lend itself well to underwear and wireless bras– Amanda and Katie called the business Pantee (an abridged variation of “trousers made from deadstock tees”) and got to work bringing the principle to life.

@pantee_uk Upcycling never felt so excellent link in bio to get more information about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Since initially launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has actually grown into a successful sustainable start-up– upcycling more than 1,500 kgs of deadstock fabric 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.

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 an issue in the fashion business throughout the regular season, Black Friday made sure to encourage consumers to make unnecessary purchases– a number of which would go unused and end up back on shelves or, worse, in garbage dumps.

So, while numerous small businesses come to grips with whether or not to run sales and promos, Pantee asked a different concern: how could they develop an effective campaign while staying true to their mission?

  • The solution: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to reassess their purchases and prevent impulse purchasing.
  • The message: Stop and think prior to you purchase. Is it something you enjoy? Is it something you need? If so, go on– purchase and enjoy your new purchase. However if you weren’t already going to make that purchase, consider going without.

“Black Friday is the greatest impulse purchasing day of the year, and individuals get easily drawn into sales,” states Katie. “However the mentality should be: Is it actually a bargain if you weren’t going to invest the cash originally? Our campaign position was not to encourage impulse purchasing, and we saw a lot of engagement because 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 necessarily do not make a purchase, but if you’re going to, buy something you’ve desired for a truly long time.”

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

The outcomes

The campaign was a frustrating success, causing a substantial boost in sales, social engagement and reach, brand awareness and brand-new customer acquisition.

  • Engagement on social networks doubled throughout the campaign (from 4 to 8%), and organic social impressions reached over 4x the overall fans at the time.
  • The project organically increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • 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 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 last year, 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 email list. We saw a lots of brand-new, first-time customers just because they valued what we were doing.”

“Brands frequently think that you can have worths, however they won’t convert to sales,” includes Amanda. “But we think that’s altering– and this campaign is an excellent example of that.”

Pantee is now releasing the project for the 2nd year and looking forward to a lot more outstanding results.

4 lessons gained from one unconventional campaign

Whether you’re conceptualizing future imaginative projects, constructing out next quarter’s social marketing method or currently getting started on preparing for next year’s holiday, Pantee’s Blackout Friday project holds fantastic lessons that every marketer ought to keep top of mind. We asked Amanda and Katie for their leading four suggestions– here’s what they said.

1. Hone in on your function

“We talk a lot about our worths as a brand,” states Katie. “And time and time once again, we have actually seen that if we speak about an issue, our values, or something with compound behind it, our engagement is a lot higher. That’s what individuals want to see: something that gets them believing.”

Amanda includes: “I think at one point, we lost our method a bit and became more item and sales heavy on our social channels, and we noticed that we weren’t getting the same reach. Pushing item resolves email marketing and other areas of the business, however with social, we have actually seen a larger chance to educate our audience and share beneficial information that they can leave with.”

2. An engaged community is everything

“There’s a huge distinction in between growing a following and growing a following that likewise has engagement,” explains Katie.” When it concerns social, what we’ve discovered is that individuals who engaged with us early on have become advocates for our brand. We see a lot worth in neighborhood and engaging with our customers beyond getting the sale. Lots of brands see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Don’t be afraid to be bold

“We discovered quite early on with our social that the greatest peaks of engagement occurred when we decided for something,” says Katie. “We have actually constantly been rather mission driven, but we like to have fun with it and not be too preachy. When we’ve launched projects with our sustainability objective at the forefront, the engagement has actually been through the roofing.”

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

“Social network isn’t just about what you publish, it’s about how you engage with other accounts and make people feel,” discusses Amanda. “Spending time on your social platforms connecting with others, building relationships and establishing an engaged community is invaluable. We utilize our social channels for two-way conversations with both consumers and our neighborhood– there is so much 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 one of the most effective tools that brands can utilize to ignite their service, turning spectators into loyal brand advocates, awareness into sales, and your objective into favorable, tangible modification. 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 campaign is a winner.

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