Ah, Black Friday.
It’s not a surprise that the official kick-off day for the holiday shopping season is accountable for a huge annual rise in consumer spending, reaching $8.9 billion in the United States alone in 2021. However while this is an annual slam-dunk for big box merchants, Black Friday can bring more obstacles than benefits for small companies.
Slashing rates to make sales cuts straight into their bottom line– and with restricted marketing budget plans and resources, taking on big brands takes courage, insight, and creativity. That’s why the small companies that stand apart during the holiday season are the ones that connect with the unique wants and requires of their consumers, get vibrant with their marketing strategies, and produce thumb-stopping content that makes sure to get people talking.
In 2015, UK-based sustainable underwear brand name 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 founders, sisters Amanda and Katie McCourt, to discover how they did it, what the outcomes were, and what they have actually discovered for future projects.
What is Pantee?
Pantee is an underclothing brand making a difference: their products are made using “deadstock” materials, or unsold stock that would otherwise wind up in garbage dumps. Designed by females, for women and the world, Pantee’s items are produced with comfort and style in mind, while assisting avoid unused garments from going to waste.
@pantee_uk We released a business 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 jump on; the brand was founded 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 insane to me how many individuals had handed out clothing prior to even using them once,” says Amanda. “It got me thinking: If this is how many disposed of clothes we can see, how much is there that we can’t see? When I started researching, I knew that we could make a difference. It’s really hard to get buying best in the fashion industry with trends and shopping cycles changing so often, and as a result, numerous business overproduce. I ended up being fixated on the idea of what we might do with deadstock clothes.”
The short response to Amanda’s question 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 around 30% of clothes made are never ever even sold.
With a vibrant passion to make a distinction for our world– and after recognizing that the soft cotton tee shirt fabric everyone likes would provide itself well to underclothing and wireless bras– Amanda and Katie called business Pantee (an abridged version of “trousers made from deadstock tees”) and got to work bringing the idea to life.
@pantee_uk Upcycling never ever felt so excellent link in bio to find out more about how we make sustainable underwear! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion glamorous– 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 startup– 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 positioned (resulting in over 1,500 trees planted!) and is a happy 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. Currently a concern in the fashion industry during the regular season, Black Friday was sure to motivate consumers to make unneeded purchases– a lot of which would go unused and wind up back on racks or, even worse, in land fills.
So, while many small businesses come to grips with whether or not to run sales and promotions, Pantee asked a different concern: how could they create a successful campaign while staying real to their mission?
- The option: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort motivating customers to rethink their purchases and avoid impulse buying.
- The message: Stop and think before you purchase. Is it something you enjoy? Is it something you require? If so, go on– purchase and enjoy your brand-new purchase. However if you weren’t already going to make that purchase, consider going without.
“Black Friday is the biggest impulse purchasing day of the year, and people get quickly sucked into sales,” says Katie. “However the mindset should be: Is it actually a bargain if you weren’t going to invest the cash originally? Our project stance was not to encourage impulse buying, and we saw a lot of engagement since 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 always don’t buy, however if you’re going to, buy something you’ve desired for a really long time.”
Pantee didn’t stop there. To bring the project to life and put their words into action, the merchant turned off their website to all however their engaged customers, who were only able to access the site through a code they sent to their existing subscriber list.
The campaign was a frustrating success, causing a significant boost in sales, social engagement and reach, brand awareness and new consumer acquisition.
- Engagement on social networks doubled throughout the project (from 4 to 8%), and organic 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 subscriber 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 Verification, with the initiative featured in top-tier press including 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 greatest 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 new, newbie customers even if they valued what we were doing.”
“Brand names typically think that you can have values, however they will not convert to sales,” includes Amanda. “However we think that’s changing– and this campaign is an excellent example of that.”
Pantee is now launching the campaign for the 2nd year and anticipating much more impressive results.
4 lessons gained from one non-traditional project
Whether you’re conceptualizing future innovative projects, building out next quarter’s social marketing technique or already getting going on planning for next year’s holiday season, Pantee’s Blackout Friday campaign holds excellent lessons that every online marketer must keep top of mind. We asked Amanda and Katie for their top four recommendations– here’s what they stated.
1. Focus on your function
“We yap about our values as a brand name,” says Katie. “And time and time again, we have actually seen that if we speak about a concern, our values, or something with compound behind it, our engagement is so much greater. That’s what individuals wish to see: something that gets them thinking.”
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 item works through e-mail marketing and other areas of the business, but with social, we have actually seen a larger chance to inform our audience and share useful info that they can win.”
2. An engaged neighborhood is everything
“There’s a substantial distinction in between growing a following and growing a following that likewise has engagement,” explains Katie.” When it pertains to social, what we’ve discovered is that people who engaged with us early on have actually ended up being supporters for our brand. We see so much value in neighborhood 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 be afraid to be bold
“We found out quite at an early stage with our social that the highest peaks of engagement occurred when we decided for something,” says Katie. “We have actually always been rather objective driven, but we like to have a good time with it and not be too preachy. When we’ve launched campaigns with our sustainability objective at the forefront, the engagement has been through the roof.”
4. Bear in mind that there’s more to social than what you’re publishing
“Social media isn’t just about what you post, it has to do with how you engage with other accounts and make people feel,” discusses Amanda. “Hanging out on your social platforms getting in touch with others, building relationships and establishing an engaged community is indispensable. We use our social channels for two-way discussions with both clients and our neighborhood– there is a lot you can find out 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 brands can use to ignite their organization, turning onlookers into devoted brand name supporters, awareness into sales, and your objective into favorable, concrete change. Just ask Pantee.
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