How This Underwear 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 responsible for a huge annual rise in customer costs, 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 obstacles than benefits for small companies.

Slashing prices to make sales cuts directly into their bottom line– and with minimal marketing spending plans and resources, taking on huge brands takes courage, insight, and creativity. That’s why the small companies that stick out during the holiday are the ones that get in touch with the unique wants and requires of their customers, get strong with their marketing methods, and produce thumb-stopping material that makes certain to get individuals talking.

Last year, 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 buying. We interviewed 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 name making a difference: their products are made using “deadstock” fabrics, or unsold inventory that would otherwise end up in garbage dumps. Designed by females, for ladies and the planet, Pantee’s products are created with convenience and design in mind, while helping avoid unused garments from going to waste.

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

For Pantee, sustainability isn’t a buzzword or pattern to get on; the brand name was established with this purpose at its core. The concept came to life in a thrift store in 2019, when Amanda was browsing second-hand clothing stores 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 individuals had actually handed out clothes prior to even using them as soon as,” says Amanda. “It got me thinking: If this is how many discarded clothing we can see, how much is there that we can’t see? As soon as I started looking into, I understood that we might make a distinction. It’s very tough to get purchasing best in the fashion business with trends and shopping cycles altering so often, and as a result, numerous companies overproduce. I became focused on the concept of what we might do with deadstock clothing.”

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

With a strong enthusiasm to make a difference for our world– and after recognizing that the soft cotton tee shirt fabric everybody loves would provide itself well to underwear and cordless bras– Amanda and Katie called business Pantee (an abridged variation of “pants made from deadstock tees”) and got to work bringing the concept to life.

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

Since initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has grown into a successful sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its first 1.5 years alone. Pantee also plants one tree for every order placed (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 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 unnecessary purchases– many of which would go unused and end up back on shelves or, worse, in landfills.

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

  • The service: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort encouraging customers to rethink their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you purchase. Is it something you enjoy? Is it something you need? If so, go on– buy and enjoy your brand-new purchase. But if you weren’t already going to make that purchase, consider going without.

“Black Friday is the most significant impulse buying day of the year, and people get easily sucked into sales,” says Katie. “However the mindset should be: Is it really a deal if you weren’t going to invest the cash initially? Our campaign stance was not to motivate impulse buying, and we saw a great deal of engagement since of the shared values and common ground it developed with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our position wasn’t necessarily do not buy, however if you’re going to, buy 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 site to all but their engaged consumers, who were only able to access the site through a code they sent out to their existing mailing list.

The outcomes

The campaign was a frustrating success, resulting in a substantial boost in sales, social engagement and reach, brand name awareness and new consumer acquisition.

  • Engagement on social media doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the overall fans at the time.
  • The project naturally 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 Verification, with the effort 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 promotions last year, Black Friday was the most significant sales day of the year,” says Katie. “By merely 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 email list. We saw a lots of new, novice clients even if they valued what we were doing.”

“Brand names often believe that you can have worths, but they will not convert to sales,” includes Amanda. “But we believe that’s altering– and this campaign is a terrific example of that.”

Pantee is now introducing the campaign for the second year and eagerly anticipating even more remarkable outcomes.

4 lessons gained from one non-traditional project

Whether you’re conceptualizing future imaginative campaigns, developing out next quarter’s social marketing technique or already starting on planning for next year’s holiday season, Pantee’s Blackout Friday project holds terrific lessons that every online marketer need to keep top of mind. We asked Amanda and Katie for their top four 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 again, we’ve seen that if we talk about an issue, our values, or something with substance behind it, our engagement is a lot higher. That’s what individuals wish to see: something that gets them believing.”

Amanda includes: “I think at one point, we lost our way a bit and ended up being more product and sales heavy on our social channels, and we noticed that we weren’t getting the same reach. Pressing product resolves email marketing and other locations of the business, but with social, we’ve seen a bigger chance to inform our audience and share helpful information that they can leave with.”

2. An engaged neighborhood is whatever

“There’s a substantial distinction between growing a following and growing a following that also has engagement,” explains Katie.” When it comes to social, what we’ve found is that individuals who engaged with us early on have actually become supporters for our brand name. We see a lot worth in neighborhood and engaging with our customers 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 discovered rather early on with our social that the greatest peaks of engagement took place when we took a stand for something,” states Katie. “We’ve constantly been quite objective driven, however we like to have a good time with it and not be too preachy. When we’ve released campaigns with our sustainability objective at the forefront, the engagement has been through the roofing.”

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 individuals feel,” discusses Amanda. “Hanging out on your social platforms connecting with others, developing relationships and developing an engaged neighborhood is vital. We use our social channels for two-way discussions with both consumers and our neighborhood– there is a lot you can discover when you talk with them rather 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 brand names can utilize to ignite their company, turning spectators into loyal brand name advocates, awareness into sales, and your mission into positive, tangible change. Just ask Pantee.

Learn about the most significant trends 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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