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

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Ah, Black Friday.

It’s no surprise that the official kick-off day for the holiday shopping season is responsible for a huge yearly rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. But 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 straight into their bottom line– and with minimal marketing spending plans and resources, taking on huge brands takes nerve, insight, and creativity. That’s why the small businesses that stick out throughout the holiday season are the ones that get in touch with the distinct wants and requires of their clients, get strong with their marketing methods, and produce thumb-stopping content that makes certain to get people talking.

In 2015, UK-based sustainable underclothing brand and Best SMM Panel customer Pantee won Black Friday with a campaign that broke convention and raised awareness of unsustainable impulse buying. We spoke with Pantee’s founders, sis Amanda and Katie McCourt, to learn how they did it, what the outcomes were, and what they have actually discovered for future campaigns.

What is Pantee?

Pantee is an underclothing brand making a difference: their products are made using “deadstock” fabrics, or unsold inventory that would otherwise wind up in garbage dumps. Created by females, for ladies and the planet, Pantee’s items are created with convenience and design in mind, while helping prevent unused garments from going to waste.

@pantee_uk We launched a service 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 founded with this function at its core. The idea came to life in a thrift shop in 2019, when Amanda was browsing 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 crazy to me how many individuals had actually distributed clothing prior to even using them when,” states Amanda. “It got me thinking: If this is how many discarded clothes we can see, just how much exists that we can’t see? When I started investigating, I knew that we might make a distinction. It’s really hard to get buying right in the fashion industry with trends and shopping cycles changing so regularly, and as an outcome, many business overproduce. I ended up being fixated on the idea of what we might do with deadstock clothing.”

The brief answer to Amanda’s concern 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 ever even sold.

With a vibrant passion to make a difference for our world– and after understanding that the soft cotton t-shirt fabric everyone likes would lend itself well to underclothing and cordless bras– Amanda and Katie called the business Pantee (an abridged variation of “pants 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 elegant– milo

Since at first introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has become 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 single order positioned (leading to over 1,500 trees planted!) and is a happy member of 1% For the World.

Flipping 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 an issue in the fashion business during the regular season, Black Friday made certain to encourage consumers to make unnecessary purchases– a number of which would go unused and wind up back on racks or, worse, in landfills.

So, while many small businesses come to grips with whether to run sales and promos, Pantee asked a various concern: how could they develop an effective project while remaining real to their objective?

  • The service: Reclaim Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to rethink their purchases and prevent impulse purchasing.
  • The message: Stop and think before you purchase. Is it something you enjoy? Is it something you need? If so, go ahead– buy and enjoy your new purchase. However if you weren’t already going to make that purchase, think about going without.

“Black Friday is the biggest impulse buying day of the year, and people get easily sucked into sales,” states Katie. “But the mindset should be: Is it really a deal if you weren’t going to spend the cash initially? Our campaign position was not to motivate impulse purchasing, and we saw a lot of engagement because of the shared values and common ground it established with our audience.”

“There is so much overconsumption on Black Friday,” adds Amanda. “Our stance wasn’t always don’t purchase, however if you’re going to, buy something you have actually wanted for a truly very long time.”

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

The outcomes

The campaign was an overwhelming success, causing a significant boost in sales, social engagement and reach, brand awareness and new client 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 campaign organically increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • 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 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 most significant sales day of the year,” states Katie. “By just taking a stand 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 ton of brand-new, first-time clients even if they valued what we were doing.”

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

Pantee is now introducing the campaign for the second year and eagerly anticipating much more excellent results.

4 lessons learned from one unconventional project

Whether you’re conceptualizing future creative campaigns, building out next quarter’s social marketing technique or currently getting going on preparing for next year’s holiday season, Pantee’s Blackout Friday campaign holds fantastic lessons that every online marketer need 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 values as a brand,” states Katie. “And time and time again, we’ve seen that if we speak about an issue, our worths, or something with compound behind it, our engagement is a lot greater. That’s what people want to see: something that gets them believing.”

Amanda adds: “I believe at one point, we lost our method a bit and ended up being more item and sales heavy on our social channels, and we saw that we weren’t getting the same reach. Pressing item resolves e-mail marketing and other locations of business, but with social, we’ve seen a bigger opportunity to inform our audience and share useful info that they can walk away with.”

2. An engaged neighborhood is everything

“There’s a huge difference between growing a following and growing a following that likewise has engagement,” describes Katie.” When it comes to social, what we’ve discovered is that people who engaged with us early on have become advocates for our brand name. We see a lot value in neighborhood and engaging with our consumers 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. Do not hesitate to be vibrant

“We found out quite early on with our social that the highest peaks of engagement occurred when we decided for something,” states Katie. “We’ve constantly been rather mission driven, but we like to have fun with it and not be too preachy. When we’ve launched campaigns with our sustainability mission at the leading edge, 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 just about what you publish, it has to do with how you engage with other accounts and make people feel,” discusses Amanda. “Spending time on your social platforms getting in touch with others, constructing relationships and developing an engaged neighborhood is vital. We use our social channels for two-way discussions with both clients and our community– there is a lot 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 powerful tools that brand names can use to ignite their business, turning spectators into loyal brand name supporters, awareness into sales, and your mission into favorable, tangible modification. Simply ask Pantee.

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