PacSun, StyleHaul Partner in Back-to-School YouTube Campaign

Online stars engage young shoppers

Lifestyle apparel company PacSun is the latest in a growing number of retailers to partner with YouTube content creators. In a cutting-edge back-to-school marketing campaign, PacSun will feature YouTube stars from StyleHaul, an online community of more than 150 million YouTube subscribers dedicated to global fashion and beauty for women.

In the four-video series, StyleHaul fashion and beauty experts BeyondBeautyStar, Macbby11, MyLifeAsEva and MamaMiaMakeup will lend their creative eyes toward PacSun's Bullhead Denim offerings and encourage viewers to submit their own brand interactions and style ideas. Together, the four women have more than 3.5 million subscribers on the online video platform.

The series will run through the end of September, with the first clip posting today.

Gary Schoenfeld, president and CEO of PacSun, discussed the company's decision to embrace the YouTube strategy: "The retail landscape is incredibly cluttered, so the key is to figure out ways to bring products to customers in new and unexpected ways. 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."

Many companies have successfully reached teens and millennials with popular YouTube stars. Macy's partnered with Maker Studios for a YouTube video series called The Next Style Star, in which stylists will compete for cash and prizes. And Old Navy has worked with the YouTube stars from AwesomenessTV in an effort to engage the growing number of mobile shoppers.