Two Broke Chicks Take Over THE ICONIC Newsroom for Hack Friday Launch
Black Friday is one of the biggest moments on the retail calendar, but it’s also become one of the noisiest, according to Joanna Robinson, chief customer and marketing officer at THE ICONIC. To cut through the endless discounting chaos, Australia and New Zealand fashion platform THE ICONIC has officially rebranded the sales event as ‘Hack Friday’, launching a creator-led campaign developed alongside creative agency Emotive.
The campaign centers on a 90s-inspired newsdesk operating out of THE ICONIC’s Sydney office throughout November. Anchoring the ‘Hack Desk’ are Sally McMullen and Alexandra Hourigan of Two Broke Chicks, whose tactical budget tips and shopping spreadsheets have generated an Instagram and TikTok following exceeding 1.3 million.
Inside the Hack Desk Content Engine
Equipped with direct access to THE ICONIC’s internal buying, product, and sales teams, the creators are hosting a weekly shoppable YouTube show designed to sift through competing offers. Alongside the weekly broadcasts, the Sydney newsroom operates as an always-on content engine. Guest correspondents and internal retail experts join the desk to deliver deal forecasts, style briefings, and breaking updates for shoppers.
The rollout spans YouTube, TikTok, Meta, and owned channels, supported by media partnerships with News Corp, YouTube, and Pinterest. A dedicated digital hub consolidates weekly episodes, curated product edits, and shopping cheat sheets into a unified e-commerce experience.
Loyalty Perks and the Road to the First Broadcast
Beyond editorial curation, THE ICONIC is deploying tangible incentives for its Front Row loyalty members during November, including bonus rewards and limited-time free delivery for selected participants. The campaign officially launched on November 2, 2026, with the inaugural weekly episode scheduled to drop on Friday, November 6, 2026, as reported by campaignbrief.com and lbbonline.com.
The creative collaboration bridges traditional corporate silos. As Emotive chief creative officer Gavin McLeod noted, the project brought together creative, media, and production teams from the outset to rethink how retail campaigns engage fatigued consumers.
