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

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Ah, Black Friday.

It’s no surprise that the official kick-off day for the holiday shopping season is accountable for an enormous yearly rise in consumer costs, reaching $8.9 billion in the United States alone in 2021. But while this is a yearly slam-dunk for big box merchants, Black Friday can bring more obstacles than benefits for small businesses.

Slashing rates to make sales cuts straight into their bottom line– and with minimal marketing budgets and resources, taking on big brand names takes courage, insight, and creativity. That’s why the small companies that stand out during the holiday are the ones that get in touch with the distinct desires and requires of their clients, get bold with their marketing strategies, and produce thumb-stopping content that makes certain to get individuals talking.

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

What is Pantee?

Pantee is an underclothing brand making a distinction: their products are used “deadstock” fabrics, or unsold inventory that would otherwise wind up in landfills. Designed by ladies, for women and the world, Pantee’s items are developed with convenience and style in mind, while assisting avoid unused garments from going to waste.

@pantee_uk We introduced a business in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Noise Studio

For Pantee, sustainability isn’t a buzzword or trend to get on; the brand was established with this purpose at its core. The idea came to life in a thrift shop in 2019, when Amanda was browsing pre-owned 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 insane to me the number of people had distributed clothes prior to even using them as soon as,” states Amanda. “It got me thinking: If this is how many disposed of clothing we can see, just how much is there that we can’t see? When I started looking into, I knew that we might make a distinction. It’s very hard to get buying best in the fashion business with patterns and shopping cycles changing so often, and as an outcome, many business overproduce. I became fixated on the concept of what we might do with deadstock clothing.”

The short response to Amanda’s concern 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 approximately 30% of clothing made are never even offered.

With a strong enthusiasm to make a difference for our world– and after understanding that the soft cotton t-shirt fabric everybody enjoys 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 ever felt so excellent link in bio for more information about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Given that initially introducing their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has become an effective sustainable startup– upcycling more than 1,500 kgs of deadstock fabric in its very first 1.5 years alone. Pantee likewise plants one tree for every single order placed (resulting in over 1,500 trees planted!) and is a proud 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 something 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– a number of which would go unused and wind up back on shelves or, worse, in garbage dumps.

So, while lots of small companies faced whether to run sales and promos, Pantee asked a various concern: how could they produce an effective campaign while staying real to their objective?

  • The solution: Recover Black Friday by rebranding it “Blackout Friday,” an initiative motivating customers to reassess their purchases and prevent impulse purchasing.
  • The message: Stop and think prior to you buy. Is it something you enjoy? Is it something you need? If so, go ahead– purchase 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 purchasing day of the year, and people get quickly sucked into sales,” says Katie. “But the mentality should be: Is it truly a deal if you weren’t going to spend the cash initially? Our project position was not to motivate impulse purchasing, and we saw a lot of engagement due to the fact that of the shared worths and commonalities it developed with our audience.”

“There is a lot overconsumption on Black Friday,” includes Amanda. “Our position wasn’t necessarily don’t buy, but if you’re going to, buy something you’ve desired for a really long period of 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 but their engaged customers, who were only able to access the site through a code they sent out to their existing mailing list.

The results

The campaign was an overwhelming success, resulting in a substantial increase in sales, social engagement and reach, brand awareness and new client acquisition.

  • Engagement on social media doubled throughout the project (from 4 to 8%), and natural social impressions reached over 4x the overall fans at the time.
  • The campaign naturally increased web traffic by 122% month-over-month in November 2021 without any supported paid spend.
  • 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 simply 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, novice consumers even if they valued what we were doing.”

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

Pantee is now releasing the campaign for the 2nd year and anticipating much more impressive results.

4 lessons gained from one unconventional campaign

Whether you’re conceptualizing future innovative projects, building out next quarter’s social marketing technique or already getting going on preparing for next year’s holiday, Pantee’s Blackout Friday campaign holds great lessons that every marketer should 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 name,” states Katie. “And time and time again, we’ve seen that if we talk about an issue, our values, or something with compound behind it, our engagement is so much greater. That’s what people want to see: something that gets them thinking.”

Amanda includes: “I believe at one point, we lost our method a bit and became more item and sales heavy on our social channels, and we discovered that we weren’t getting the same reach. Pushing product resolves e-mail marketing and other areas of business, however with social, we’ve seen a bigger opportunity to educate our audience and share useful info that they can win.”

2. An engaged community is whatever

“There’s a big difference between growing a following and growing a following that also has engagement,” discusses Katie.” When it comes to social, what we’ve found is that people who engaged with us early on have actually become advocates for our brand name. We see a lot worth in neighborhood and engaging with our consumers beyond getting the sale. Lots of brand names 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 vibrant

“We discovered rather early with our social that the greatest peaks of engagement took place when we decided for something,” says Katie. “We’ve always been quite mission driven, but we like to have a good time with it and not be too preachy. When we’ve introduced 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 publishing

“Social media isn’t practically what you post, it’s about how you engage with other accounts and make individuals feel,” discusses Amanda. “Spending quality time on your social platforms connecting with others, constructing relationships and developing an engaged community is important. We use our social channels for two-way discussions with both customers and our neighborhood– there is a lot you can find out 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 one of the most effective tools that brands can utilize to ignite their business, turning spectators into faithful brand name supporters, awareness into sales, and your objective into positive, tangible modification. Just ask Pantee.

Find out about the biggest 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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Bonus: Download a totally free guide that teaches you how to turn Buy Facebook Verified traffic into sales in four basic actions using Best SMM Panel.