With Klaviyo, Hard Yakka boosts flows revenue 308% YoY during Black Friday 2023

Hard Yakka is Australia’s toughest workwear brand. Since 1930, the brand has been setting the bar for quality, crafting hardworking apparel for hardworking people. Today, Hard Yakka has evolved beyond its tradie roots with an expanded range serving everyone from younger style-conscious shoppers to weekend DIYers.

How Klaviyo helped Hard Yakka achieve record-setting Black Friday sales

Challenge

With a diverse audience spanning multiple demographics, Hard Yakka needed an omnichannel strategy that prioritised personalisation. The brand recognised SMS as a perfect fit for reaching tradies with timely sales alerts—direct to their back pocket.

To do so, Hard Yakka needed to incentivise SMS opt-in and carefully consider how SMS would fit in alongside existing email campaigns and flows.

With just weeks to go before the start of Black Friday 2023, Hard Yakka needed to build a holistic email and SMS strategy that would boost customer engagement and revenue—and they needed to do it fast.

Solution

Hard Yakka turned to agency partner Andzen for help preparing for Black Friday.

With Andzen’s support, the team ran lead-generation campaigns using Klaviyo’s integrations with Meta Ads and Google Ads, and incentivised SMS opt-in by offering new subscribers early access to their Black Friday sale.

“With Klaviyo’s multi-step forms, it’s easy for consumers to opt in to SMS or not. In Hard Yakka’s case, more than 90% of the people who opted in for email also opted in for SMS—a clear indication from their customers that they want to receive SMS,” says Jason Anderson, chief operating officer at Andzen.

The team prepped their subscriber list for Black Friday with personalised product recommendations and new Salesforce Commerce Cloud-triggered automations. Hard Yakka generated a 8.5x increase in ROI from SMS this Black Friday sale period—and boosted flow revenue by 308% YoY via the Hard Yakka site.

“We had our biggest Black Friday campaign on record in 2023, which is a fantastic result for the brand, thanks to Klaviyo. 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,” says Justin Williams, group marketing manager of digital and ecommerce at Hard Yakka.

The brand used this same playbook more recently in their end of financial year (EOFY) sale, and drove 60% in attributable revenue from flows during this sales period in 2024.

We had our biggest Black Friday campaign on record in 2023, which is a fantastic result for the brand, thanks to Klaviyo. 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.

Strategy

Hard Yakka delivered their most successful Black Friday to date by leveraging Klaviyo’s suite of marketing automation tools, including:

• Using segmentation to deliver personalised product recommendations through dynamic product feeds, informed by shoppers’ past behaviours or interests. For example, past womenswear shoppers received SMS messages linking directly to the women’s sale landing page to reduce the number of clicks needed to convert.
• Harnessing SMS to drive action, reserving text messages for high-impact moments in automated flows during Black Friday—such as “last chance” messages during the final hours of the sale. With email and SMS consolidated in Klaviyo, Hard Yakka gained a holistic view of performance to track the effectiveness of these time-sensitive messages, too.
• Gaining more value from Salesforce Commerce Cloud in Klaviyo with a range of new automated flows beyond basic nurture series and standard abandoned check-out flows. For example, the team rolled out an add-to-cart flow that tackled customer drop-off points between browsing and purchase with timely, personalised messages to drive revenue.

“With Klaviyo, we’ve reduced so much friction in the path to purchase. With the ability to integrate with Salesforce Commerce Cloud, we can ensure the personalised content members are seeing on our website is followed through with tailored, hand-picked product recommendations they’re served in our segmented email flows,” Williams says.

With Klaviyo, we’ve reduced so much friction in the path to purchase. With the ability to integrate with Salesforce Commerce Cloud, we can ensure the personalised content members are seeing on our website is followed through with tailored, hand-picked product recommendations they’re served in our segmented email flows.

Bonus

Discover how to elevate your SMS strategy with the right stack and partnerships in this Behind The Brand episode.