Our round up of back-to-school marketing that stands out included collaborations with young online talent, and now Kohl’s is partnering with the powerhouse of online stars and joining forces with AwesomenessTV for a new campaign. The store and network are launching a new fashion line and correlating web series to reach tweens and teens. The show,Life’s S.o.R.a.d., will feature clothing of the same name, which will then be sold in Kohl’s and on Kohls.com. The move is indicative of the “content as marketing” trend that is becoming the new norm. (Kidscreen)
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