AwesomenessTV launched the original brand S.o. R.a.d. and partnered with Kohl’s to release a six-capsule junior’s fashion line of the same name.
The S.o. R.a.d. collection at Kohl’s is supported by four original YouTube series, “Life’s S.o. R.a.d.”, produced and distributed by AwesomenessTV and featuring a range of YouTube talent.
“Life’s S.o. R.a.d.” Season One (Fall 2014) stars Amanda Steele (MakeUpByMandy24) and Lia Marie Johnson. Season Two (Winter 2014) stars Teala Dunn and Meghan Rosette (MeghanRienks). Season Three (Spring 2015) stars Lauren Elizabeth and Arden Rose.
The S.o. R.a.d. campaign’s integrated marketing approach encompasses influencer videos, AwesomenessTV series integrations, pre-roll ads, and a robust social media campaign (#sorad).