Menomonee Falls, Wis. - Kohl’s Department Stores and multiplatform media company AwesomenessTV have launched a partnership to launch S.o. R.a.d., a seven capsule limited-edition junior’s fashion line and “Life’s S.o. R.a.d.,” an original four-season YouTube series featuring top teen influencers. The first S.o. R.a.d. junior’s capsule will launch at Kohl’s and Kohls.com on Sept. 22.
“We are thrilled to partner with a cutting-edge company like AwesomenessTV and leverage the power of their new frontier of YouTube influencers to bring amazing product to our junior’s shoppers,” said Will Setliff, executive VP of marketing at Kohl’s. “We recognize the growing value of digital content creation and social media consumption, and are confident this new platform will create genuine, organic conversation among our teen demographic.”
“Life’s S.o. R.a.d.,” the multi-part original scripted AwesomenessTV series, will debut on Sept. 19. Each episode will engage viewers in an authentic social conversation using #sorad on Twitter and Instagram to drive excitement about the new fashion line. Each of the series’ seasons will feature a different pair of influencers and completely unique storylines.
The series will air on the AwesomenessTV YouTube channel and be promoted across the AwesomenessTV multichannel network. The campaign will also be supported by videos by “Life’s S.o. R.a.d.” stars Amanda Steele and Lia Marie Johnson, which will air on their own YouTube channels.
The launch of the S.o. R.a.d. junior’s collection is supported by Kohl’s and AwesomenessTV with an integrated advertising and marketing campaign that spans print and digital media. Kohl’s is showcasing the collection with content across all social channels, including Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube. Kohl’s will also have interactive graphics linking to the episodes in most stores.