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# The Iconic rebrands Black Friday as Hack Friday with Two Broke Chicks
- URL: https://www.promptthemarket.com/the-iconic-hack-friday-two-broke-chicks/
- Published: 2026-11-02T07:30:00.000Z
- Updated: 2026-11-02T07:29:59.000Z
- Description: The creators get a 90s-style newsdesk in The Iconic's Sydney office and a weekly shoppable YouTube show from 6 November, in Emotive's first big work for the retailer.
- Author: Editor News
- Tags: Marketing, The Iconic, Black Friday, Creators, Emotive, Campaigns, #author-james-dore

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

By **James Dore** · 2026-10-22

TLDR

The Iconic has rebranded its Black Friday sales as 'Hack Friday', putting Two Broke Chicks' Sally McMullen and Alexandra Hourigan on a 90s-style newsdesk in its Sydney office for November. They will host a weekly shoppable YouTube show from 6 November. The campaign is Emotive's first big work since winning the account in June.

KEY TAKEAWAYS

01The Iconic is calling its Black Friday period 'Hack Friday' and launched the campaign on 2 November.

02Two Broke Chicks, who have more than 1.3 million followers on Instagram and TikTok, anchor a 'Hack Desk' in The Iconic's Sydney office.

03A weekly shoppable YouTube show starts on Friday 6 November, with access to The Iconic's buying, product and sales teams.

04Media partners are News Corp, YouTube and Pinterest; Front Row loyalty members get bonus rewards.

05Emotive won The Iconic's creative account after a competitive pitch in June 2026.

## The campaign

The Iconic is rebranding Black Friday as "Hack Friday". A 90s-inspired newsdesk, the "Hack Desk", will sit in the online retailer's Sydney office for November, anchored by Sally McMullen and Alexandra Hourigan of Two Broke Chicks, whose shopping spreadsheets and budget tips have built a following of more than 1.3 million across Instagram and TikTok.[\[1\]](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com)

With access to The Iconic's buying, product and sales teams, the pair will host a weekly shoppable YouTube show featuring deals and shopping tips through the sales period. The campaign launched on 2 November and the first episode drops on Friday 6 November.[\[2\]](https://campaignbrief.com/the-iconic-hacks-black-friday-with-a-shoppable-newsroom-feat-two-broke-chicks-via-emotive/?ref=promptthemarket.com) Guest correspondents and The Iconic's own staff will add deal forecasts, fashion briefings and "breaking news", and a Hack Friday hub will collect the episodes, product edits and shopping cheat sheets.[\[1\]](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com)

"Black Friday is one of the biggest moments on the retail calendar, but it's also become one of the noisiest," said Joanna Robinson, The Iconic's chief customer and marketing officer. "It's about helping Australians shop smarter, not harder."[\[1\]](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com)

## Where it runs

The campaign runs across The Iconic's YouTube, TikTok, Meta and owned channels, with media partnerships with News Corp, YouTube and Pinterest. Members of Front Row, The Iconic's loyalty program, get bonus rewards and offers through the month, and selected members get free delivery for a limited time.[\[1\]](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com) Front Row launched in September 2025 as a free program co-designed with more than 50,000 customers.[\[4\]](https://global-fashion-group.com/2025/09/22/the-iconic-announces-anticipated-loyalty-program-the-iconic-front-row/?ref=promptthemarket.com)

## The agency

The work is by Emotive, which won The Iconic's creative account after a competitive pitch in June.[\[3\]](https://emotive.com.au/the-iconic-appoints-emotive-as-creative-agency-following-competitive-pitch/?ref=promptthemarket.com) "Think hard-hitting journalism, but with better outfits and significantly more spreadsheets," said Jess Cluff, Emotive's head of earned creative.[\[1\]](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com) Emotive also made Google Pixel's recent campaign [with Oscar Piastri](https://www.promptthemarket.com/google-pixel-oscar-piastri-pixel-11-emotive/).

SOURCES & CITATIONS

1. [The Iconic Turns Black Friday Into 'Hack Friday', Two Broke Chicks Fronts Campaign, B&T](https://www.bandt.com.au/the-iconic-turns-black-friday-into-hack-friday-two-broke-chicks-fronts-campaign/?ref=promptthemarket.com)
2. [THE ICONIC hacks Black Friday with a shoppable newsroom feat. Two Broke Chicks via Emotive, Campaign Brief](https://campaignbrief.com/the-iconic-hacks-black-friday-with-a-shoppable-newsroom-feat-two-broke-chicks-via-emotive/?ref=promptthemarket.com)
3. [THE ICONIC appoints Emotive as creative agency following competitive pitch, Emotive](https://emotive.com.au/the-iconic-appoints-emotive-as-creative-agency-following-competitive-pitch/?ref=promptthemarket.com)
4. [THE ICONIC announces loyalty program THE ICONIC Front Row, Global Fashion Group](https://global-fashion-group.com/2025/09/22/the-iconic-announces-anticipated-loyalty-program-the-iconic-front-row/?ref=promptthemarket.com)

FREQUENTLY ASKED QUESTIONS

What is Hack Friday?

The Iconic's rebrand of its Black Friday sales period, built around a weekly shoppable YouTube show hosted by Two Broke Chicks.

When does the show start?

The first weekly episode drops on Friday 6 November 2026.

Who made the campaign?

Emotive, which won The Iconic's creative account in June 2026.

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

[James Dore](https://www.promptthemarket.com/james-dore/)

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.