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

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Ah, Black Friday.

It’s no surprise that the main kick-off day for the holiday shopping season is responsible for an enormous yearly rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for huge box sellers, Black Friday can bring more difficulties than benefits for small businesses.

Slashing rates to make sales cuts directly into their bottom line– and with minimal marketing budgets and resources, taking on huge brand names takes courage, insight, and imagination. That’s why the small businesses that stand out throughout the holiday are the ones that get in touch with the special desires and needs of their customers, get strong with their marketing techniques, and develop thumb-stopping material that makes certain to get individuals talking.

In 2015, UK-based sustainable underclothing 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 results were, and what they have actually discovered for future campaigns.

What is Pantee?

Pantee is an underwear brand name making a distinction: their products are made using “deadstock” materials, or unsold stock that would otherwise wind up in garbage dumps. Developed by ladies, for women and the planet, Pantee’s products are developed with comfort and style in mind, while assisting prevent unused garments from going to waste.

@pantee_uk We released an organization in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Sound Studio

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

“It was crazy to me the number of individuals had actually given away clothing before even using them when,” states Amanda. “It got me thinking: If this is the number of discarded clothes we can see, how much is there that we can’t see? When I started looking into, I understood that we might make a distinction. It’s really hard to get buying right in the fashion business with trends and shopping cycles changing so frequently, and as a result, lots of business overproduce. I became fixated on the concept of what we could do with deadstock clothing.”

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

With a vibrant enthusiasm to make a distinction for our world– and after recognizing that the soft cotton tee shirt fabric everyone loves would lend itself well to underwear and wireless bras– Amanda and Katie called business Pantee (an abridged variation of “trousers made from deadstock tees”) and got to work bringing the principle to life.

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

Since at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has turned into an effective sustainable start-up– upcycling more than 1,500 kgs of deadstock material in its very first 1.5 years alone. Pantee also plants one tree for each order put (resulting in over 1,500 trees planted!) and is a happy 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. Already a problem in the fashion business throughout the routine season, Black Friday made sure to encourage consumers to make unneeded purchases– many of which would go unused and end up back on racks or, even worse, in garbage dumps.

So, while many small businesses grappled with whether or not to run sales and promotions, Pantee asked a various question: how could they produce an effective project while staying real to their mission?

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an initiative motivating consumers to reconsider their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you purchase. Is it something you love? Is it something you require? If so, proceed– buy and enjoy your new purchase. But if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the greatest impulse purchasing day of the year, and individuals get easily sucked into sales,” says Katie. “But the mindset should be: Is it really a bargain if you weren’t going to invest the cash initially? Our campaign position was not to motivate impulse buying, and we saw a great deal of engagement because of the shared values and commonalities it developed with our audience.”

“There is a lot overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t always don’t make a purchase, but if you’re going to, purchase something you’ve desired for a truly very long time.”

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

The outcomes

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

  • Engagement on social networks doubled throughout the project (from 4 to 8%), and organic social impressions reached over 4x the total fans 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 campaign extended far beyond Pantee’s Buy Instagram Verified, with the initiative included in top-tier press consisting of 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,” states 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 new, novice consumers just because they valued what we were doing.”

“Brand names frequently think that you can have values, but they will not convert to sales,” adds Amanda. “However we believe that’s altering– and this project is a terrific example of that.”

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

4 lessons learned from one unconventional project

Whether you’re brainstorming future innovative campaigns, constructing out next quarter’s social marketing strategy or already getting going on planning for next year’s holiday, Pantee’s Blackout Friday campaign holds fantastic lessons that every marketer must keep top of mind. We asked Amanda and Katie for their leading four recommendations– here’s what they stated.

1. Hone in on your function

“We talk a lot about our worths as a brand,” says Katie. “And time and time once again, we have actually seen that if we speak about a problem, our worths, or something with substance behind it, our engagement is so much greater. That’s what individuals want to see: something that gets them believing.”

Amanda includes: “I believe at one point, we lost our way a bit and became more item and sales heavy on our social channels, and we observed that we weren’t getting the same reach. Pushing product works through e-mail marketing and other locations of business, however with social, we have actually seen a bigger chance to educate our audience and share helpful details that they can walk away with.”

2. An engaged community is everything

“There’s a huge distinction between growing a following and growing a following that likewise has engagement,” discusses Katie.” When it pertains to 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 so much worth in neighborhood and engaging with our consumers 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. Don’t hesitate to be bold

“We learned rather at an early stage with our social that the greatest peaks of engagement occurred when we decided for something,” states Katie. “We’ve always been quite objective driven, but we like to have fun with it and not be too preachy. When we have actually introduced campaigns with our sustainability mission at the forefront, the engagement has actually been through the roofing.”

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

“Social media isn’t almost what you publish, it has to do with how you engage with other accounts and make people feel,” explains Amanda. “Hanging out on your social platforms getting in touch with others, building relationships and developing an engaged neighborhood is invaluable. We utilize our social channels for two-way discussions with both clients and our community– 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 among the most effective tools that brand names can use to ignite their service, turning bystanders into faithful brand name supporters, awareness into sales, and your mission into favorable, tangible modification. Simply ask Pantee.

Learn about the biggest patterns shaping social media so you can remain ahead of the video game– and ensure your next social project is a winner.

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