Hard Yakka’s recent collaboration with Robert Irwin in its ‘Meet the Legends’ series has already racked up more than 1.7 million views since launching earlier this week.
Hard Yakka head of marketing Jayne Willmott confirmed the number, saying its Meet the Legends campaign has increased the brand’s consumer engagement.
“The Hard Yakka ‘Meet The Legends’ video series launched just over a year ago, and has been a fantastic way to help tell our brand story through the lives of some exceptional humans,” Willmott said.
“The Robert Irwin episode has performed extremely well for Hard Yakka. The authenticity of Robert wearing and loving the brand has really resonated with viewers.”
Willmott said that Irwin and his family’s longstanding history with Hard Yakka, as well as the current Australia Zoo team khakis supplied by the brand, helped launch the latest episode.
“Together, we identified the opportunity to create this content piece that could showcase our shared values of hard work, legacy and sustainability,” Willmott said. “The Hard Yakka team then built out a series of Q and A’s along with a filming plan, which would holistically showcase ‘a day in the life’ of Robert and how he wears Hard Yakka.
“It was important for us to show his working life along-side his passions for surfing, motorcycles and photography. This approach exemplified Hard Yakka’s ability to go from workday to weekend.”
As well as its Meet the Legends series, Hard Yakka offers other marketing initiatives towards driving consumer engagement.
Willmott said its ‘Sydney Kings’ NBL sponsorship has helped align the brand with a their followers, alongside its RUOK community partnership.
“Collaborations also continue to play a role for the brand,” Willmott said. “We have our ongoing partnership with legendary Byron Bay surf brand, Thrills Company, with more exclusive product collaborations just around the corner.”
Hard Yakka is sold through thousands of stockists across Australia and New Zealand, as well as a growing international footprint, particularly across Europe and Asia.
Hard Yakka accessories have recently become available through the Target network, with product and distribution opportunities being a key focus for the brand in 2023.