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Kohl’s launches omnichannel campaign with AwesomenessTV


Kohl’s and AwesomenessTV have teamed up 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 Sept. 22.

"We partnered with Kohl's because we shared a vision for revolutionizing the typical approach to consumer products," said James D. Fielding, global head of consumer products and retail at AwesomenessTV. "Kohl's is also where our audience shops, making them the perfect fit for the S.o. R.a.d. brand."

“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, EVP 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.”

The first S.o. R.a.d. capsule will be priced from $30 to $48 and will feature dresses, sweaters, skirts, knits and leggings for the junior’s girl, drawing influence from urban edge, Tokyo pop and pretty princess style.

"We are excited to be a first mover with AwesomenessTV into this new entertainment channel and give our junior’s shoppers the opportunity to wear on-trend looks inspired by the YouTube generation," said Amy Kocourek, EVP and GMM of juniors and kids at Kohl's. "Filled with uniquely styled and fashion-forward pieces, our S.o. R.a.d. brand fits the way real girls dress and allows them to express their own individual style."

Life’s S.o. R.a.d., the multi-part original scripted AwesomenessTV series, will debut Sept. 19, starring Amanda Steele and Lia Marie Johnson in an imaginative depiction of their involvement in the S.o. R.a.d. brand’s creation. 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 live on the AwesomenessTV YouTube channel, which has more than 1.7 million subscribers and more than 400 million views, and be promoted across the AwesomenessTV multichannel network, which has more than 52 million subscribers and more than 5 billion views. The campaign will also be supported by videos by Amanda and Lia Marie, which will live on their own YouTube channels.

“We understand that our teen audience wants to engage with both content and influencers, that's why the S.o. R.a.d. campaign operates on so many levels,” said Brian Robbins, founder and CEO at AwesomenessTV. “We developed the brand first, found the perfect partner to execute in Kohl’s and then created an original series that positions Kohl’s as a style destination in a cool way.”

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.

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