Sweety High Launches In-House Creative Agency Extra Credit

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Gen Z Media Company Develops Campaigns for Brands Looking to Engage This Crucial Youth Demo

Sweety High, the leading digital media company for Gen Z girls, today announced the launch of their full-service creative agency, Extra Credit. The team will operate as a premium content studio, offer brands adaptive marketing strategies, and provide influential talent to help partners authentically engage with the coveted Gen Z audience, including the millions of girls within the Sweety High network.

Extra Credit’s key disciplines include strategy, content, talent, data, and audiences. The agency’s holistic approach incorporates emotionally-resonant ideas with the market-savvy expertise of award-winning creators to produce highly-integrated branded content, social media campaigns, television shows, and live events for its clients. The Extra Credit studio also serves as a hub for some of the top talent resonating with Gen Z right now, including the SH Ambassadors, a curated network of trusted, highly-effective social media influencers. New SH Ambassadors include stars Mariam Assad, Piper Rockelle, and singer/dancer Ruby Rose Turner.

“Brands are now recognizing the influence and spending power of this generation, and understand the need to tailor their strategy for Gen Z,” said Frank Simonetti, CEO of Sweety High. “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. With the launch of Extra Credit, brands have even more ways to reach this key demographic, whether it’s through innovative storytelling, distribution strategies, or live experiences.”

Leveraging insights around the thousands of pieces of content Sweety High develops monthly, the agency will tap into micro and macro data sets that define the key traits of this audience. Extra Credit’s early clients include NBCUniversal, Wal-Mart, Nickelodeon, Live Nation, and Disney. Campaigns vary; for instance, for NBCUniversal, the team creates premium short-form content and implements its Influencer marketing expertise to activate always-on tactics with deep social engagement.

“We believe Gen Z is the generation that’s going to change the world,” said Veronica Zelle, Chief Creative Officer and Co-Founder of Sweety High. “We’re already seeing this impact with everything from leading advocacy campaigns to their influence on household spending decisions. As the most connected generation in history, their power has become almost ubiquitous. Our team recognizes the need to create the kind of authentic connections and dialogue that can earn our clients the loyalty of Gen Z and make them fans for life.”

About Sweety High
Sweety High is an empowered destination for Gen Z females. As a vertically integrated media company consisting of a lifestyle site, content studio, SH Music and SH Insights, they employ data, premium content, talent and audiences to create and distribute the cultural conversation. Working across entertainment, fashion, beauty, food, sports and DIY, they’ve enjoyed partnerships with Disney, NBCUniversal, America’s Got Talent, Macy’s, Sony, Warner Brothers and Live Nation among many others. As the most tech-savvy, connected consumer group, they wield tremendous economic impact — influencing $600 billion in annual spending.


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Adrianne Ho
Dotted Line Communications
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