THE GOAL
Hard Yakka partnered with Andzen and Klaviyo to unify their email and SMS strategy ahead of Black Friday — and delivered their most successful sales period on record. By using Klaviyo’s advanced segmentation tools and Salesforce Commerce Cloud integration, the team executed a frictionless, high-converting campaign tailored to the brand’s unique audience.
A legacy workwear brand, Hard Yakka has outfitted Australia’s hardest-working people since 1930. Today, the brand continues to lead through durability, but with a renewed focus on digital innovation and relevance — reaching tradies, weekend DIYers, and next-gen shoppers alike.
THE OPPORTUNITY
With a customer base that spans everyone from tradies to trend-conscious shoppers, Hard Yakka needed a multichannel strategy built for personalisation and speed.
SMS stood out as the ideal way to cut through the noise, delivering timely offers directly into customers’ back pockets. But with Black Friday fast approaching, they had just weeks to launch a full-funnel strategy that could turn attention into action.
THE STRATEGY
Hard Yakka joined forces with Klaviyo Elite Master Partner Andzen to develop a full-funnel campaign built on first-party data, channel synergy, and speed. The approach focused on three core areas.
AN OMNICHANNEL ACQUISITION PLAYBOOK
To grow their list pre-sale, the team launched high-performing lead-gen campaigns using Klaviyo’s integrations with Meta Ads and Google Ads.
Multi-step forms allowed subscribers to opt into email and SMS at once, with SMS uptake surpassing 90%, a clear indicator of channel demand.
SMARTER SEGMENTATION & CLEANER PATHS TO PURCHASE
Using Klaviyo’s dynamic product feeds and segmentation tools, Hard Yakka tailored communications by shopper behavior, from new customers to repeat womenswear buyers.
- Emails delivered curated product blocks in flow
- SMS linked directly to specific landing pages
- Add-to-cart flows captured drop-off moments
- “Last chance” SMS triggered during final sale hours
This approach removed friction and helped customers convert faster with fewer clicks.
FLOW-FIRST EXECUTION AT SCALE
Hard Yakka leveraged Klaviyo’s Salesforce Commerce Cloud integration to automate personalisation at scale. Segmented flows delivered consistent content across website and inbox, reinforcing the same message across multiple channels.
Andzen built and tested new automations in the lead-up to the sale, ensuring the right messages reached the right customers at the right time.
RESULTS
| METRIC | RESULTS |
|---|---|
| Flow-Attributed Revenue | +308% YoY |
| Welcome Series Conversion Rate | 9.3% Above Benchmark |
| SMS ROI | 8.5x YoY |
| SMS Opt-In Rate | 90% (of email subscribers also opted in) |
“We had our biggest Black Friday campaign on record… which is a fantastic result for the brand. With the support of Andzen, we had a data-backed strategy in place to deliver the right message to the right audience segment on the right channel.” — Justin Williams, Group Marketing Manager of Digital and Ecommerce, Hard Yakka
Hard Yakka’s Black Friday results prove that the right tech stack, paired with the right partners, can transform campaign performance.
Bonus: Discover how to elevate your SMS strategy with the right stack and partnerships in this Behind The Brand episode.
INDUSTRY
Fashion, Clothing & Lifestyle
PLATFORMS
Klaviyo CRM, Klaviyo SMS
OPPORTUNITY
Hard Yakka needed a fast, personalised multichannel strategy—especially via SMS—to cut through noise and drive action ahead of Black Friday.
SOLUTION
Partnering with Andzen, Hard Yakka launched a full-funnel, data-driven campaign using integrated lead gen, dynamic segmentation, and automated flows to deliver high-impact, omnichannel messaging at speed.
RESULT
- Flow-Attributed Revenue: +308% YoY
- Welcome Series Conversion Rate: 9.3% Above Benchmark
- SMS ROI: 8.5x YoY
- SMS Opt-In Rate: 90% (of email subscribers also opted in)
LET’S scale your sales STRATEGY
Want to build smarter, harder-working customer journeys? Drop your details and we’ll connect you with a strategist who can help make it happen.
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