Pottery Barn's PBteen is tapping a popular tween multi-channel network for a new Web series.
It's a first for both brands: the MCN has never taken part in a product integration campaign with a home décor brand, while PBteen has turned to a vlogger for the first time.
"The emergence of video and the importance of video to that consumer is prevalent through tweens and teenagers," Felix Carbullido, chief marketing officer, Williams-Sonoma Inc., told Adweek. "AwesomenessTV has such great reach and influence on that audience."
AwseomenessTV's chief revenue and partnerships officer Beth Greve added that the two are an ideal fit. "They have such terrific products for this audience, and yet they hadn't connected directly with them through this type of relationship."
DeAngelis will craft a new DIY project each week. "Generation Z really thrives on individuality and creativity," said Greve. "Now it's very cool to be a little bit different."
All six episodes will feature sets designed by PBteen, furnished with Pottery Barn and Williams-Sonoma products. Viewers will have the chance to win one of those room sets (valued at $2,500 each) by entering a competition before August 31, 2015.
The series will launch July 15, with new episodes dropping every Wednesday at 5 p.m. PT.