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

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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 an enormous yearly surge in consumer spending, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for huge box retailers, Black Friday can bring more difficulties than benefits for small companies.

Slashing prices to make sales cuts directly into their bottom line– and with minimal marketing budget plans and resources, competing with huge brand names takes courage, insight, and imagination. That’s why the small businesses that stand out during the holiday are the ones that connect with the unique desires and needs of their consumers, get strong with their marketing methods, and develop thumb-stopping material that makes certain to get people talking.

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

What is Pantee?

Pantee is an underclothing brand making a distinction: their items are used “deadstock” fabrics, or unsold stock that would otherwise wind up in land fills. Developed by women, for women and the planet, Pantee’s products are created with comfort and design in mind, while assisting avoid unused garments from going to waste.

@pantee_uk We launched 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 was established with this function at its core. The concept came to life in a thrift store in 2019, when Amanda was searching second-hand clothing shops in London and was blown away by the variety of brand-new t-shirts lining the shelves, tags still on them.

“It was crazy to me the number of individuals had handed out clothing prior to even wearing them once,” says Amanda. “It got me thinking: If this is how many disposed of clothes we can see, just how much exists that we can’t see? When I started researching, I knew that we might make a difference. It’s extremely tough to get purchasing right in the fashion industry with trends and shopping cycles changing so often, and as an outcome, many business overproduce. I became focused on the idea of what we might do with deadstock clothes.”

The brief response to Amanda’s concern on just 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 even offered.

With a strong passion to make a distinction for our world– and after understanding that the soft cotton t-shirt fabric everybody likes would lend itself well to underclothing and cordless bras– Amanda and Katie named 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 for more information about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion elegant– milo

Given that at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has actually turned into an effective 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 each order placed (resulting in 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 one thing on their minds: overconsumption. Currently a concern in the fashion industry during the regular season, Black Friday made sure to motivate consumers to make unnecessary purchases– many of which would go unused and wind up back on racks or, worse, in garbage dumps.

So, while many small companies grappled with whether to run sales and promos, Pantee asked a various question: how could they develop an effective project while remaining true to their objective?

  • The service: Recover Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to rethink their purchases and prevent impulse buying.
  • The message: Stop and believe before you purchase. Is it something you enjoy? Is it something you need? If so, go ahead– purchase and enjoy your brand-new purchase. However if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the most significant impulse buying day of the year, and individuals get quickly sucked into sales,” says Katie. “But the mindset should be: Is it truly a bargain if you weren’t going to invest the money originally? Our project stance was not to motivate impulse buying, and we saw a great deal of engagement because of the shared worths and common ground it developed with our audience.”

“There is so much overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t always do not purchase, but if you’re going to, purchase something you’ve desired for a really long time.”

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

The results

The project was a frustrating success, causing a considerable boost in sales, social engagement and reach, brand awareness and new consumer acquisition.

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the total followers at the time.
  • The campaign organically increased web traffic by 122% month-over-month in November 2021 with no supported paid spend.
  • Pantee’s newsletter 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 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 most significant sales day of the year,” says 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 people signing up for our e-mail list. We saw a ton of brand-new, newbie consumers even if they valued what we were doing.”

“Brand names typically believe that you can have worths, however they won’t convert to sales,” adds Amanda. “But we think that’s changing– and this project is a fantastic example of that.”

Pantee is now introducing the campaign for the second year and looking forward to a lot more outstanding outcomes.

4 lessons learned from one non-traditional project

Whether you’re brainstorming future creative projects, constructing out next quarter’s social marketing method or currently starting on planning for next year’s holiday, Pantee’s Blackout Friday campaign holds terrific 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 talk a lot about our values as a brand name,” says Katie. “And time and time again, we’ve seen that if we talk about a concern, our worths, or something with compound behind it, our engagement is a lot higher. That’s what people wish to see: something that gets them believing.”

Amanda adds: “I think at one point, we lost our method a bit and became 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 e-mail marketing and other areas of business, however with social, we’ve seen a larger chance to educate our audience and share useful 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 also has engagement,” describes Katie.” When it concerns social, what we’ve discovered is that individuals who engaged with us early on have actually ended up being advocates for our brand name. We see a lot value in community and engaging with our consumers beyond getting the sale. Many brands see social as a platform to get their message out, but for us, it’s a two-way street.”

3. Don’t be afraid to be strong

“We learned quite early on with our social that the greatest peaks of engagement occurred when we decided for something,” states Katie. “We have actually always been rather mission driven, however 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 been through the roofing.”

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

“Social media isn’t almost what you post, it has to do with how you engage with other accounts and make individuals feel,” discusses Amanda. “Spending time on your social platforms connecting with others, building relationships and establishing an engaged neighborhood is invaluable. We utilize our social channels for two-way discussions with both clients 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 increases above all the others, it’s that social is among the most effective tools that brands can utilize to spark their company, turning spectators into devoted brand supporters, awareness into sales, and your mission into favorable, tangible modification. Simply ask Pantee.

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

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Perk: Learn how to sell more items on social networks with our free Social Commerce 101 guide. Pleasure your customers and enhance conversion rates.