Dive Brief:

• Lands’ End has enlisted a group of mom bloggers at Popsugar.com to help promote its back-to-school campaign for kids, calling it a digital "pop-up shop."

• The campaign features a blogger of the week, like “Prudent Baby,” who uploaded photos and enthusiastic posts to gush over her family’s back-to-school packages from the retailer.

• The “blog-up” programming will feature a full range of products on a schedule running from this week till Sept. 1.

Dive Insight:

It’s usually a savvy move to have influential bloggers touting your stuff, but this effort is especially organized and targeted, just like a pop-up, which makes good use of the content.