Sweety High, a digital media company for Gen Z girls, opened a full-service creative agency, fittingly named Extra Credit, to help brands target the sometimes challenging demographic.
Frank Simonetti, CEO and co-founder of Sweety High, told Adweek that Extra Credit will tap into Sweety High’s disciplines—creative digital content, talent, strategy and data—in allowing brands to effectively cater to the cohort people born from the mid-1990s to the mid-2000s. This is especially critical now; Sweety High has estimated that by 2020, Gen Z will be the largest demographic in the country, totaling 40 percent of the U.S. consumer population.
“Brands are now recognizing the influence and spending power of this generation and understand the need to tailor their strategy for Gen Z,” Simonetti said. “Since we founded Sweety High, our team has been able to harness the right mix of talent and content that really captures the attention of this audience. We’re putting this to work for brands, giving them the cultural relevancy they need in a highly competitive marketplace.”
Using the data Sweety High compiles from its users every month, Extra Credit will produce integrated branded content, social media campaigns, television shows and live events for clients in its own studio. The company says its own unique data on Gen Z will be the primary driver of clients to Extra Credit.
That data shows, for instance, that Gen Z girls have much closer relationships with their mothers than prior generations. Therefore, while millennial girls may have rolled their eyes at mom’s outdated taste in music and clothes, Gen Z girls and their mothers “are attached at the hip,” Veronica Zelle, chief creative officer and co-founder of Sweety High, said.
Based on that one data point, Zelle suggested brands market directly to Gen Z kids because they’re more likely to share interests with their parents.
Extra Credit, which is headquartered in Marina Del Rey, Calif., has already started doing work for brands including NBCUniversal, Nickelodeon, Live Nation, Disney and Walmart. The shop touts a team of 25 former Sweety High executives whom Simonetti said the company moved there.
A series Sweety High created for Walmart in August through a partnership with musical.ly serves as an example of the type of work Extra Credit can produce for its clients. The series, which was sponsored by Pepsi, followed 13-year-old country singer Tegan Marie on her “Walmart Back to School Jam” tour in August, during which the singer stopped at the retailer’s stores to shop and perform. Tegan Marie is a “Sweety High Ambassador,” meaning she is a part of a network of young social media influencers the company promotes and will tap into for client work.