Black Friday is a sensory overload. This year, AUNZ fashion and lifestyle platform, THE ICONIC, is cutting through all its noise and getting some stand-alone attention.

Emotive is rebranding the sales period as Hack Friday and introduces The Hack Desk newsroom. The creator-led campaign, that recognises the overwhelm of endless deals and competing offers, gives customers insider access to trusted recommendations, shopping tips and an easier way to find what is actually worth shopping for.

The ‘90s inspired newsdesk will take residence at THE ICONIC’s Sydney-based office for the month of November. The Hack Desk will be anchored by Sally McMullen and Alexandra Hourigan of Two Broke Chicks, whose shopping spreadsheets and tactical budget tips have built a social following of more than 1.3 million across Instagram and TikTok. With insider access to THE ICONIC’s buying, product and sales team, they will host a weekly shoppable YouTube show featuring the best deals and practical tips for shopping on THE ICONIC over the sales period. 

As well as the weekly show, the Hack Desk will operate as an always-on content engine throughout November, featuring a line-up of guest correspondents and THE ICONIC’s internal experts, sharing deal forecasts, fashion briefings and style inspiration, as well as ‘breaking news’ with the latest updates for customers, bonus rewards and offers for THE ICONIC Front Row loyalty members throughout the month and free delivery for a limited time for selected members.

Joanna Robinson, chief customer and marketing officer at THE ICONIC, stated,“Black Friday is one of the biggest moments on the retail calendar, but it’s also become one of the noisiest. With endless deals and competing offers, we know customers are looking for more than just another discount. They want trusted recommendations, useful advice and an easier way to find what’s worth shopping for.”

“That’s where Hack Friday comes in. By combining the credibility of creators like Two Broke Chicks with our own fashion and product expertise, we’re turning Black Friday into something genuinely useful and entertaining. It’s about helping Australians shop smarter, not harder and providing value being discounts.”

Jess Cluff, Head of earned creative at Emotive, added, “Black Friday has become a competitive sport in shouting about discounts. Meanwhile, shoppers are left doing all the hard work. So we figured, why not make that someone else’s problem? Give two brilliant bargain hunters a newsroom, a team of insiders and a whole month to investigate. Think hard-hitting journalism, but with better outfits and significantly more spreadsheets.”

Gavin McLeod, chief creative officer at Emotive, commented, “We saw a huge opportunity to make Hack Friday bigger and better by working hand in hand with THE ICONIC’s creative team and tapping into their expertise right across the business. It’s been a genuinely collaborative approach, bringing together creativity, media and production from the outset. A brilliant example of what’s possible when you stop thinking in traditional agency and client silos.”

The campaign will run across THE ICONIC’s YouTube, TikTok, Meta, and owned channels, supported by media partnerships with News Corp, YouTube and Pinterest. A dedicated Hack Friday hub will bring together weekly episodes, curated product edits, shopping cheat sheets and the latest offers, turning content into a seamless, shoppable experience.

Hack Friday launched on November 2, with the first weekly episode on Friday, November 6.