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 massive yearly surge in consumer costs, reaching $8.9 billion in the United States alone in 2021. However while this is a yearly slam-dunk for big box retailers, Black Friday can bring more difficulties than benefits for small businesses.

Slashing rates to make sales cuts straight into their bottom line– and with restricted marketing budgets and resources, taking on big brand names takes nerve, insight, and imagination. That’s why the small businesses that stand out throughout the holiday season are the ones that get in touch with the special wants and needs of their consumers, get bold with their marketing methods, and develop thumb-stopping content that makes certain to get people talking.

Last year, UK-based sustainable underwear brand name and Best SMM Panel consumer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse buying. We talked to Pantee’s creators, siblings Amanda and Katie McCourt, to learn how they did it, what the outcomes were, and what they’ve discovered for future campaigns.

What is Pantee?

Pantee is an underwear brand making a difference: their items are used “deadstock” materials, or unsold stock that would otherwise wind up in landfills. Developed by ladies, for women and the planet, Pantee’s items are developed with comfort and design in mind, while assisting avoid unused garments from going to waste.

@pantee_uk We released a service 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 jump on; the brand name was established with this purpose at its core. The idea came to life in a thrift store in 2019, when Amanda was searching pre-owned clothes stores in London and was blown away by the number of brand-new t-shirts lining the shelves, tags still on them.

“It was crazy to me how many individuals had actually handed out clothes before even using them once,” 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? As soon as I began researching, I knew that we might make a difference. It’s extremely tough to get buying ideal in the fashion business with patterns and shopping cycles altering so frequently, and as a result, numerous business overproduce. I ended up being fixated on the idea of what we could do with deadstock clothing.”

The short answer to Amanda’s concern on just how much waste we can’t see: a lot. The fashion business produces an approximated 92 million tonnes of textile waste each year, and roughly 30% of clothes made are never ever even offered.

With a bold enthusiasm to make a difference for our planet– and after realizing that the soft cotton tee shirt fabric everybody enjoys would lend itself well to underclothing and wireless bras– Amanda and Katie named 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 excellent link in bio to get more information about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion luxurious– milo

Considering that at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has grown into a successful 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 every order positioned (leading to over 1,500 trees planted!) and is a proud 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 an issue in the fashion industry throughout the routine season, Black Friday was sure to encourage consumers to make unnecessary purchases– a number of which would go unused and wind up back on racks or, worse, in garbage dumps.

So, while numerous small businesses faced whether or not to run sales and promos, Pantee asked a different concern: how could they develop an effective project while remaining real to their objective?

  • The option: Recover Black Friday by rebranding it “Blackout Friday,” an initiative encouraging consumers to reassess their purchases and avoid impulse purchasing.
  • The message: Stop and believe before you buy. Is it something you love? Is it something you require? If so, go ahead– buy and enjoy your new purchase. However if you weren’t currently going to make that purchase, think about going without.

“Black Friday is the greatest impulse buying day of the year, and people get quickly drawn into sales,” states Katie. “However the mindset should be: Is it actually 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 due to the fact that of the shared values and commonalities it established with our audience.”

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

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

The results

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

  • Engagement on social networks 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 spend.
  • Pantee’s subscriber 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 Verified, 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 promos in 2015, Black Friday was the biggest 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, novice consumers even if they valued what we were doing.”

“Brands typically believe that you can have worths, however they won’t transform to sales,” adds Amanda. “But we think that’s changing– and this project is an excellent example of that.”

Pantee is now launching the project for the second year and anticipating a lot more outstanding outcomes.

4 lessons gained from one non-traditional project

Whether you’re brainstorming future imaginative projects, constructing out next quarter’s social marketing strategy or currently getting going on planning for next year’s holiday season, Pantee’s Blackout Friday project holds excellent lessons that every marketer ought to keep top of mind. We asked Amanda and Katie for their top 4 suggestions– 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 have actually seen that if we speak about an issue, our values, or something with substance behind it, our engagement is a lot higher. That’s what individuals want to see: something that gets them believing.”

Amanda adds: “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 email marketing and other locations of business, but with social, we’ve seen a bigger chance to inform our audience and share helpful details that they can walk away with.”

2. An engaged community is whatever

“There’s a big distinction in between growing a following and growing a following that also has engagement,” explains Katie.” When it pertains to social, what we have actually discovered is that individuals who engaged with us early on have actually ended up being advocates for our brand. We see so much worth in community and engaging with our clients beyond getting the sale. Numerous 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 bold

“We found out quite early with our social that the highest peaks of engagement happened when we took a stand for something,” says Katie. “We have actually constantly been rather mission driven, however we like to have fun with it and not be too preachy. When we have actually released campaigns with our sustainability mission at the forefront, the engagement has actually been through the roofing.”

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

“Social network isn’t almost 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 connecting with others, building relationships and developing an engaged community is vital. We utilize our social channels for two-way conversations with both consumers and our community– there is a lot you can find out 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 brands can utilize to ignite their service, turning bystanders into devoted brand supporters, awareness into sales, and your objective into favorable, tangible change. Just ask Pantee.

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