AwesomenessTV is on a quest to be everywhere your kids are. The multi-platform media company will partner with Kohl’s to promote a limited-edition junior fashion line that will launch in September.
The inspiration for the line comes from original scripted YouTube series “Life’s S.o.Rad,” featuring top teen influencers, which will debut on AwesomenessTV on September 19. Each episode will engage viewers in an authentic social conversation using #sorad on Twitter and Instagram to drive social media in relation to the new line. Each of the series’ seasons will feature a different pair of influencers and storylines.
AwesomnessTV founder and CEO Brian Robbins recently sold the company to DreamWorks Animation (DWA) for $33 million. Robbins uniquely positioned his YouTube platform to engage with tween and teen audiences, a valuable asset for DWA. AwesomnessTV has been moving quickly to build an audience and in April paid $15 million to acquire Big Frame, a fellow network of YouTube channels that reaches 39 million subscribers.
“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 Robbins. “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 AwesomenessTV YouTube platform has over 1.7 million subscribers and over 400 million views. The “S.o.R.a.d” series will be promoted across the AwesomenessTV multi-channel network, which has over 52 million subscribers and over 5 billion views.
The fashion line will be what is called a “capsule collection,” consisting of basics including sweaters, pants, skirts and blouses. The pieces will be priced from $30 to $48.