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

Posted by

Ah, Black Friday.

It’s not a surprise that the main kick-off day for the vacation shopping season is accountable for a huge annual surge in consumer costs, reaching $8.9 billion in the United States alone in 2021. But while this is an annual slam-dunk for big box merchants, Black Friday can bring more challenges than advantages for small businesses.

Slashing prices 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 creativity. That’s why the small businesses that stick out during the holiday are the ones that get in touch with the special desires and needs of their consumers, get bold with their marketing methods, and create thumb-stopping material that makes certain to get individuals talking.

Last year, UK-based sustainable underclothing brand and Best SMM Panel customer Pantee won Black Friday with a project that broke convention and raised awareness of unsustainable impulse purchasing. We talked to Pantee’s creators, sis Amanda and Katie McCourt, to find out how they did it, what the outcomes were, and what they have actually found out for future projects.

What is Pantee?

Pantee is an underclothing brand name making a distinction: their items are made using “deadstock” materials, or unsold inventory that would otherwise wind up in garbage dumps. Developed by ladies, for females and the world, 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 company in lockdown! Here’s how we did it #smallbusinesslaunch #howtostartabusiness #smallbusinesscheck #whatididduringlockdown Bubble– Authorities Noise Studio

For Pantee, sustainability isn’t a buzzword or pattern to jump on; the brand 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 shops in London and was blown away by the variety of new tee shirts lining the shelves, tags still on them.

“It was crazy to me how many people had actually handed out clothing before even wearing them as soon as,” says Amanda. “It got me thinking: If this is how many disposed of clothing we can see, how much is there that we can’t see? Once I started looking into, I understood that we might make a difference. It’s really tough to get purchasing ideal in the fashion business with patterns and shopping cycles changing so regularly, and as a result, numerous companies overproduce. I ended up being fixated on the concept of what we could do with deadstock clothes.”

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

With a strong passion to make a difference for our planet– and after realizing that the soft cotton t-shirt fabric everybody likes would provide itself well to underwear and wireless bras– Amanda and Katie named business Pantee (an abridged version of “trousers made from deadstock tees”) and got to work bringing the principle to life.

@pantee_uk Upcycling never ever felt so great link in bio for more information about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion glamorous– milo

Because at first launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify website in February 2021, Pantee has become a successful sustainable start-up– upcycling more than 1,500 kgs of deadstock fabric in its very 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 Planet.

Flipping the script with a ‘Blackout Friday’ project

Leading up to the Black Friday pandemonium in 2021, Amanda and Katie had something on their minds: overconsumption. Currently a problem in the fashion business throughout the routine season, Black Friday made sure to encourage customers to make unnecessary purchases– a number of which would go unused and end up back on shelves or, even worse, in landfills.

So, while numerous small businesses grappled with whether to run sales and promotions, Pantee asked a various concern: how could they produce an effective campaign while remaining true to their mission?

  • The service: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to reconsider their purchases and prevent impulse buying.
  • The message: Stop and believe before you buy. Is it something you enjoy? Is it something you need? If so, proceed– purchase and enjoy your new purchase. However if you weren’t currently going to make that purchase, consider going without.

“Black Friday is the greatest impulse buying day of the year, and individuals get easily drawn into sales,” says Katie. “But the mentality should be: Is it actually a deal if you weren’t going to invest the cash originally? Our campaign position was not to encourage impulse purchasing, and we saw a great deal of engagement because of the shared worths and commonalities it established with our audience.”

“There is so much overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t necessarily don’t buy, but if you’re going to, buy something you’ve wanted 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 seller turned off their website to all but their engaged clients, who were only able to access the website through a code they sent to their existing newsletter.

The results

The project was a frustrating success, causing a significant increase in sales, social engagement and reach, brand name awareness and new consumer acquisition.

  • Engagement on social media doubled throughout the project (from 4 to 8%), and natural social impressions reached over 4x the overall followers at the time.
  • The project organically increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
  • 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 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 promos last year, Black Friday was the greatest sales day of the year,” states Katie. “By simply 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, first-time consumers even if they valued what we were doing.”

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

Pantee is now releasing the project for the 2nd year and looking forward to a lot more excellent results.

4 lessons learned from one non-traditional project

Whether you’re brainstorming future creative projects, building out next quarter’s social marketing strategy or already getting started on preparing for next year’s holiday, Pantee’s Blackout Friday project holds fantastic lessons that every online marketer should keep top of mind. We asked Amanda and Katie for their top 4 recommendations– here’s what they stated.

1. Hone in on your purpose

“We yap about our worths as a brand,” says Katie. “And time and time again, we have actually seen that if we speak about an issue, our worths, or something with substance behind it, our engagement is a lot higher. That’s what people wish to see: something that gets them believing.”

Amanda adds: “I think at one point, we lost our way a bit and became more product and sales heavy on our social channels, and we discovered that we weren’t getting the same reach. Pressing product works through email marketing and other locations of business, however with social, we’ve seen a bigger opportunity to educate our audience and share helpful info that they can win.”

2. An engaged community is whatever

“There’s a substantial distinction between growing a following and growing a following that also has engagement,” discusses Katie.” When it comes to social, what we have actually found is that people who engaged with us early on have actually ended up being advocates for our brand name. We see a lot worth in neighborhood and engaging with our consumers beyond getting the sale. Numerous brand names see social as a platform to get their message out, however for us, it’s a two-way street.”

3. Do not be afraid to be vibrant

“We learned quite at an early stage with our social that the highest peaks of engagement happened when we took a stand for something,” states Katie. “We’ve constantly been quite objective driven, but we like to have a good time with it and not be too preachy. When we have actually released projects with our sustainability objective at the forefront, the engagement has been through the roofing system.”

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

“Social media isn’t practically what you post, it’s about how you engage with other accounts and make individuals feel,” explains Amanda. “Hanging out on your social platforms getting in touch with others, building relationships and establishing an engaged neighborhood is invaluable. We use our social channels for two-way conversations with both customers 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 among the most powerful tools that brands can utilize to ignite their company, turning spectators into faithful brand name advocates, awareness into sales, and your objective into positive, concrete modification. Just ask Pantee.

Find out about the greatest trends shaping social networks so you can stay ahead of the game– and make sure your next social campaign is a winner.

Discover the Trends

Bonus offer: Download a complimentary guide that teaches you how to turn Buy Facebook Verification traffic into sales in 4 basic steps utilizing Best SMM Panel.