Ah, Black Friday.
It’s not a surprise that the official kick-off day for the holiday shopping season is responsible for an enormous annual surge in customer spending, reaching $8.9 billion in the United States alone in 2021. But while this is a yearly slam-dunk for huge box merchants, Black Friday can bring more challenges 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 big brands takes guts, insight, and creativity. That’s why the small businesses that stand out throughout the holiday season are the ones that get in touch with the distinct wants and needs of their customers, get bold with their marketing techniques, and develop thumb-stopping content that makes certain to get individuals talking.
In 2015, 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’ve discovered for future projects.
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 garbage dumps. Developed by women, for females and the world, Pantee’s items are developed with comfort and design in mind, while helping 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 Sound Studio
For Pantee, sustainability isn’t a buzzword or pattern to jump on; the brand name was founded with this function at its core. The concept came to life in a thrift store in 2019, when Amanda was browsing second-hand clothes stores 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 the number of people had handed out clothing before even using them as soon as,” states Amanda. “It got me thinking: If this is the number of disposed of clothing we can see, how much is there that we can’t see? Once I began researching, I knew that we could make a distinction. It’s really hard to get buying best in the fashion industry with trends and shopping cycles altering so regularly, and as a result, numerous companies overproduce. I became fixated on the concept of what we could do with deadstock clothing.”
The brief answer to Amanda’s question on just how much waste we can’t see: a lot. The fashion industry produces an estimated 92 million tonnes of textile waste each year, and around 30% of clothing made are never ever even sold.
With a vibrant passion to make a distinction for our planet– and after understanding that the soft cotton t-shirt material everyone loves would lend itself well to underclothing and cordless bras– Amanda and Katie called business Pantee (an abridged version of “pants made from deadstock tees”) and got to work bringing the principle to life.
@pantee_uk Upcycling never ever felt so good link in bio to read more about how we make sustainable underclothing! #sustainablefashion #smallbusinesslove #fyp #comfort #recycledfashion glamorous– milo
Considering that initially launching their Kickstarter in November 2020 (where they raised ₤ 11,000) and Shopify site in February 2021, Pantee has actually grown into an effective sustainable startup– upcycling more than 1,500 kgs of deadstock material 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 proud member of 1% For the Planet.
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. Already an issue in the fashion industry during the routine season, Black Friday was sure to motivate consumers to make unneeded purchases– a number of which would go unused and end up back on racks or, worse, in landfills.
So, while numerous small businesses faced whether to run sales and promos, Pantee asked a various concern: how could they create a successful campaign while remaining true to their objective?
- The service: Reclaim Black Friday by rebranding it “Blackout Friday,” an effort motivating consumers to reconsider their purchases and prevent impulse purchasing.
- The message: Stop and believe prior to you buy. Is it something you enjoy? Is it something you need? If so, proceed– buy and enjoy your new purchase. But if you weren’t currently going to make that purchase, consider going without.
“Black Friday is the most significant impulse purchasing day of the year, and people get quickly drawn into sales,” states Katie. “But the mentality should be: Is it actually a bargain if you weren’t going to spend the money originally? Our project stance was not to encourage impulse buying, and we saw a lot of engagement due to the fact that of the shared values and commonalities it developed with our audience.”
“There is a lot overconsumption on Black Friday,” includes Amanda. “Our stance wasn’t necessarily don’t purchase, but if you’re going to, buy something you have actually wanted for a truly long time.”
Pantee didn’t stop there. To bring the project to life and put their words into action, the retailer turned off their website to all however their engaged clients, who were just able to access the site through a code they sent out to their existing newsletter.
The project was a frustrating success, leading to a considerable increase in sales, social engagement and reach, brand awareness and brand-new consumer acquisition.
- Engagement on social networks doubled throughout the campaign (from 4 to 8%), and natural social impressions reached over 4x the total followers at the time.
- The campaign organically increased web traffic by 122% month-over-month in November 2021 without any supported paid invest.
- Pantee’s mailing 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 initiative included in top-tier press including The Observer, Drapers, Reuters, The Daily Mail, and more.
“While we didn’t run a sale or any promotions in 2015, Black Friday was the most significant sales day of the year,” says Katie. “By merely 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 individuals registering for our e-mail list. We saw a ton of brand-new, novice customers just because they valued what we were doing.”
“Brands typically think that you can have values, but they will not convert to sales,” adds Amanda. “However we think that’s altering– and this project is a terrific example of that.”
Pantee is now introducing the project for the 2nd year and eagerly anticipating a lot more impressive results.
4 lessons gained from one unconventional project
Whether you’re brainstorming future imaginative projects, constructing out next quarter’s social marketing method or already starting on planning for next year’s holiday, Pantee’s Blackout Friday campaign holds fantastic lessons that every online marketer ought to keep top of mind. We asked Amanda and Katie for their leading four suggestions– here’s what they stated.
1. Focus on your purpose
“We talk a lot about our worths as a brand,” says Katie. “And time and time once again, we’ve seen that if we speak about a concern, our values, 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 believe at one point, we lost our method a bit and became more item and sales heavy on our social channels, and we noticed that we weren’t getting the very same reach. Pushing item overcomes e-mail marketing and other locations of business, but with social, we have actually seen a larger opportunity to inform our audience and share beneficial information that they can walk away with.”
2. An engaged community is everything
“There’s a huge distinction between growing a following and growing a following that also has engagement,” explains Katie.” When it comes to social, what we’ve found is that people who engaged with us early on have actually ended up being advocates for our brand name. We see so much value in neighborhood and engaging with our clients beyond getting the sale. Many 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 strong
“We found out rather early with our social that the greatest peaks of engagement happened when we took a stand for something,” says Katie. “We’ve constantly been quite objective driven, however we like to have a good time with it and not be too preachy. When we have actually launched projects with our sustainability objective at the forefront, 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 almost what you post, it has to do with how you engage with other accounts and make individuals feel,” explains Amanda. “Spending time on your social platforms connecting with others, developing relationships and developing an engaged neighborhood is indispensable. We use our social channels for two-way conversations with both clients and our neighborhood– there is so much 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 effective tools that brand names can use to spark their service, turning bystanders into faithful brand name supporters, awareness into sales, and your objective into positive, tangible modification. Simply ask Pantee.
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