Hollister partners with Awesomeness TV with a YouTube series aimed at Gen Z

By

Emily Jensen

Published
May 18, 2017

To better capture Generation Z consumers, the clothing retailer has partnered with Awesomeness TV to create a 24-episode documentary series. Titled This is Summer, the series will be released on Awesomeness TV’s YouTube channel on May 20.

 
Each installation in the series will follow a group of high school juniors and seniors on their summer travels and adventures. At around eight to ten minutes in length, the episodes will be formulated specifically to be viewed on mobile devices. The cast will wear looks from the Hollister line, which will be promoted on the brand’s social media channels.
 
To further promote the series, Hollister will also release music videos and a playlist available on Spotify. Hollister and AwesomenessTV will co-sponsor a concert series at VidCon, a video conference for fans and professionals taking place in Anaheim, CA, in June.

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“At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Hollister’s brand president, Kristin Scott.
 
“From the picturesque location and California cast, to the importance of music throughout the series, This Is Summer highlights everything Gen Z loves,” said Paul Kelly, Chief Partnerships Officer, Awesomeness.
 
Awesomeness TV’s YouTube channel has over 5 million subscribers and shows a mix of drama series, celebrity gossip and music acts. The channel forms part of the Awesomeness multi-media company, which also includes Awesomeness Films and counts Verizon and Hearst among its investors.
 
Hollister, which is owned by Abercrobmie & Fitch, also recently released a mobile game to capture the younger audience. The game was released specifically on Snapchat and promoted across other social media channels like YouTube and Facebook. In March, Abercrombie & Fitch announced an increase in Hollister’s sales for the first time in a year.