PacSun is the most recent in an ever-growing lineup of retailers trying to harness the power of online video for its benefit. The apparel company partnered with StyleHaul, an online fashion and beauty website with over 150 million YouTube subscribers, to bring its Bullhead Denim back-to-school marketing campaign to life.
The campaign utilizes the talents of four different Stylehaul creators, each in her own video: BeyondBeautyStar, Macbby11 (Alisha Marie), Mylifeaseva, and MamaMiaMakeup. The fashion and beauty experts, who combined have more than 3.5 million subscribers, provide their own ensemble suggestions in the spots (which obviously incorporate PacSun’s Bullhead Denim line). The young women are also encouraging their viewers to submit their own ideas and styles involving the brand.
According to Adweek, PacSun realized there was huge opportunity by marketing their products by partnering with YouTube stars. “The retail landscape is incredibly cluttered, so the key is to figure out ways to bring products to customers in new and unexpected ways,” said Gary Schoenfeld, president and CEO of PacSun. “We know that YouTube stars have influential power with their fans—even more so than celebrities, in some cases—so for us, it was the perfect opportunity to showcase PacSun and its product in a new way.”
As a recent poll by Variety confirms Schoenfeld’s suspicions about the popularity of YouTubers amongst teens today, it’s highly likely the apparel retailer will see a marked improvement in sales this fall.
The four-part series runs through the end of September, and you can catch the first two videos on PacSun’s YouTube channel.