Superstar

The Kmart 'First Day' Series is a Bubbly Clothing Campaign

By: Katherine Vong - Published: • References: kmart & brandchannel
How do you get tween and teen girls to pay attention to your brand? Give them a series of shows about dances, high school and cute boys -- exactly what the mass retailer Kmart is doing in the Kmart 'First Day' online series, the second season of which has already begun.

Created in collaboration with Alloy Media, this six-episode series -- which reportedly cost about $600,000 to create -- by the Sears-owned chain is all about selling the store's line of tween and teen fashion. With an all-teen cast and accompanying bubbly personalities, the Kmart 'First Day' series has as its goal to build a connection with the tween and teen market. The series is also structured so that each main character represents a different clothing line available from the store, says Brand Channel. Stats for Tween-Targeted Webisodes Trending: Older & Chilly
Traction: 345 clicks in 153 w
Interest: > 3 minutes
Concept: Kmart First Day
Related: 74 examples / 57 photos
Segment: Females, 12-35
Comparison Set: 27 similar articles, including: bikini-clad reality stars, young punk style, and barbie becomes an mp3 player + matel launched barbiegirls.com.