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
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]
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] 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]
"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]
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] Front Row launched in September 2025 as a free program co-designed with more than 50,000 customers.[4]
The agency
The work is by Emotive, which won The Iconic's creative account after a competitive pitch in June.[3] "Think hard-hitting journalism, but with better outfits and significantly more spreadsheets," said Jess Cluff, Emotive's head of earned creative.[1] Emotive also made Google Pixel's recent campaign with Oscar Piastri.
SOURCES & CITATIONS
- The Iconic Turns Black Friday Into 'Hack Friday', Two Broke Chicks Fronts Campaign, B&T
- THE ICONIC hacks Black Friday with a shoppable newsroom feat. Two Broke Chicks via Emotive, Campaign Brief
- THE ICONIC appoints Emotive as creative agency following competitive pitch, Emotive
- THE ICONIC announces loyalty program THE ICONIC Front Row, Global Fashion Group
FREQUENTLY ASKED QUESTIONS
What is Hack Friday?
When does the show start?
Who made the campaign?
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.
