Media

More than 200 tonnes of CO_2. saved to take 1 million bees to Milan: this is the result of the challenge that Donna Moderna has achieved together with its readers as part of the #BeeGreen project, the initiative of the Mondadori Group brand dedicated to sustainability and urban diversity.

A challenge, promoted through AWorld, the app chosen by the UN to support green lifestyles, which has involved the community of around 11 million Donna Moderna users, whose extraordinary commitment has made it possible to overtake the initial target of 50 tonnes of CO₂ and, in less than a month, to quadruple savings with over 70,000 sustainable actions.

In turn, Donna Moderna is making a concrete contribution to the protection of the planet, by creating, in collaboration with Green Island/Alveari Urbani, Italy’s largest urban apiary in the city park of Cascina Merlata with UpTown Milan and in the City of Milan’s San Faustino Garden.

The initiative foresees the installation of 17 new hives for over 1 million bees, capable of pollinating 3 billion flowers every day.

The last stage of this project will be the introduction of the last bee family into the hives of Cascina Merlata on the occasion of Earth Day, from 10.30 to 11.30.

With this project, which aims to re-introduce bees into urban contexts, Donna Moderna and its partners are committed to the protection of a species that is increasingly at risk and fundamental both for the protection of biodiversity and, through pollination, for our food security.

An initiative not only in the interest of sustainability and the environment, but also of craftsmanship, creativity and design: in fact, all of the hives have been designed by international artists, hand-painted by local artisans and in eco- design with reused materials.

On 22 April, on the occasion of Earth Day, Donna Moderna will talk about the project with live coverage on its social channels and on Rai Play, part of the multimedia marathon dedicated to World Earth Day, for which it is a Media Partner.

THE BALCONY FLOWER CONTEST
The commitment to biodiversity continues with the social-media based contest “Balconi Fioriti”, launched on Donna Moderna’s Instagram profile and by UpTown Milano, which invites readers to plant a flower on their balconies, thus creating real oases for pollinators, and to share photos or videos with the whole community.

#BEEGREEN HONEY DAY
But the initiatives do not end here: Donna Moderna has also invited its readers to participate, at the end of September, on the occasion of Green Week, the week of sustainability, in #BeeGreen Honey Day which will celebrate the harvesting of the honey produced by the bees.

Thanks go to the Main Partner “Acqua nelle nostre mani”, the project promoted by Finish for the protection and safeguarding of water, which has accompanied Donna Moderna in this initiative which aims to promote greater awareness of the environment and its resources.

Technical and institutional Partners of the project: AWorld, Green Island/Alveari Urbani, Earth Day Italia, Green Media Lab, UpTown Milano

Source: Nielsen Media Impact Data Fusion December 2020

Icon, the Mondadori Group’s male fashion and lifestyle brand, is celebrating its 10^th anniversary with a special issue of the magazine: 10 covers dedicated to leading figures from fashion, cinema, music and, for the first time volta, philosophy, to look together towards the future.

THE ANNIVERSARY ISSUE – DESTINATION: THE FUTURE

A collectors’ issue, a collection of stories, interviews and spectacular productions with contributions from some of the big names in photography who have accompanied the magazine in its journey.

The philosopher Byung-chul Han, the singer Mahmood, the pianist Jan Lisiecki, actors Casey Affleck, Alessio Lapice, Tahar Rahim, the dancer Sergei Polunin are the faces chosen by Icon as the symbols of a manifesto of the new contemporaneity A tribute to the future of Icon. A reinterpretation of icons in crossover areas in order to find new perspectives, while treasuring the legacy of the past. Talents from heterogeneous backgrounds, who demonstrate the capacity of the magazine edited by Andrea Tenerani to act as a catalyst for different worlds, using fashion as a lens to describe society.

“Over these 10 years Icon has talked about the evolution of fashion and its interpreters and been a spokesperson for new languages and an amplifier of styles and trends. With this issue we don’t just want to pay homage to the past, but to celebrate the future, in an attempt to map out a destination to examine together with our community of readers, through the international gaze provided by our team of photographers, journalists and stylists, expanding our point also to other industries and borders,” explained Andrea Tenerani, editor of Icon.

At the heart of Icon, on newsstands from 15 April, there is not just fashion and image, but also current affairs, in a global world in constant evolution. In the new issue, Destination: Future presents interviews and essays that focus on the changes taking place in culture and society: technological innovation, the environmental issue, inclusion, sustainability, mobility, major social issues, the commitment of the new generations, to offer readers a point of view on the new frontiers of the world of fashion, art and design and to understand the crucial challenges of the coming decade.

The April issue also features the special Iconology, a gallery of the history of Icon with the images and representations produced by the brand over the last 10 years, which will also be live on the new website.

FUTURE WEB

In conjunction with the publication of the Anniversary Issue, Icon will also extend its offer on the website www.iconmagazine.it which has been completely redesigned to further enhance the quality of photos and videos in new sections dedicated to People, Fashion, Cult, Beauty, Design, Eat & Drink, Where to go, Wheels, ICTV, Fashion Shows with previews, news and insights.

The 10-year story of Icon will continue on the brand’s social media profiles, with special content and initiatives throughout the month.

Launched in April 2011, for a decade Icon has been describing the fashion, customs, passions and lifestyles of the contemporary man – from beauty to beverages, travel and cars – plus the icons that represent him. A successful formula that has always counted among its strengths a very high attention to image quality and to Made in Italy, a reference point for the public and operators in the high-end fashion industry, which has also taken the brand abroad, to Spain, as a male supplement to the newspaper El País, and to Australia.

The trend in advertising sales, managed by Mediamond, is also positive: the Anniversary Issue obtained 100 advertising pages out of a total foliation of 352, contributing to the excellent result of Icon’s print and digital platform which to date has recorded an increase in revenues of 10% compared with last year.

The launch is accompanied by a advertising campaign planned on print, radio, web, social media and the DOOH – Digital Out of Home circuit.

This month, Milan reconfirms its central role in international design and thanks to the INTERNI system wants to start again from creativity, production and communication. After the outstanding success of the 2020 edition, the Mondadori Group magazine edited by Gilda Bojardi, has organised a new edition of INTERNI Designer’s Week® (the first was in 1990), the urban event dedicated to Industrial and Furniture Design, in the sense of the culture of design and innovation.

The initiative, which is supported by the City of Milan and will take place on the occasion of Milano Design City, from 12 to 23 April, offers conferences, meetings, debates and phygital events dedicated to new collections and product previews that will take place in the city’s showrooms and galleries and corporate offices, using the magazine’s media platforms to disseminate design projects, opinions, stories, products, ideas and the people who generate them.

“The pandemic and restrictions do not have to translate into a communication gap,” said the editor, Gilda Bojardi. “And in this context, INTERNI, which has always been a partner of design companies and an online and offline communication tool for the entire system, offers itself as a promoter/supporter of the restart and re-igniting of the creative spirit of Milan,” the editor concluded.

The communication programme

In fact, this April will again be without the Milan Design Week (Salone and FuoriSalone) but, to amplify leading innovations in the world of design, the INTERNI Designer’s Week® Milan has organised an articulated communication programme that includes:

• a guide with the calendar of all the events of the Designer’s Week Milan in print (distributed at showrooms and on newsstands with the magazine) and digital versions (available on any device) and enriched with photo galleries and videos;
• the digital newspaper Interni Design Journal with in-depth articles and films conveyed through a system of daily newsletters that will also serve as a save-the-date for all the events;
• the reinforcement of all social media activities;
• The INTERNI Meeting Point, staged at the Istituto Marangoni Milano Design School (Via Cerva 24) which will feature talks and interviews on the future of design, with meetings with architects and designers, which can also be seen in streaming on the INTERNI website;
• banners around in the city and a press campaign in newspapers and magazines, out of home print & digital and a DOOH led-wall circuit;
• to broaden the audience for companies, INTERNI has introduced Audience Targeting communication – in partnership with AdKaora, a digital advertising company – by sending to professionals from the sector SMS to 38,000 Italian architects, with a direct link to the Digital Guide, and DEM to approximately 100,000 profiled names, with the content of brand initiatives.

In addition, on the occasion of INTERNI Designer’s Week®, the website www.internimagazine.it will be renewed and strengthened, with an even more integrated and circular editorial program between web and social networks. Every day stories, surveys, interviews, projects and opinions from the world of design, but also a wall of product news told by INTERNI and a section dedicated to the Interior Design Journal.

INTERNI Designer’s Week® talks

Twelve days of meetings, interviews, real and virtual debates, to discuss Italian industrial know-how and to talk about sustainability and the circular economy in production and consumption, issues that companies know they can no longer ignore or exclude themselves from ethical and virtuous behaviour. Expressing their point of view, established opinion leaders from their respective production sectors, at both the Italian and international level, and new generations who have made research their core business: designers, architects, creatives, artists and art directors, entrepreneurs, sociologists, communication and science theorists, public and private institutional authorities, with the aim of presenting a new vision of sustainable design, for a more inclusive, interactive, democratic world. With contributions from: Paolo Lioy (CEO of Whirlpool Italia), Luisa Lavagnini (Head of Research & Technological Innovation at Eni), Francesco Santangelo (Head of Relations and Initiatives at Eni gas and electricity), architects Paola Navone, Giulio Cappellini, Antonio Citterio, Carlo Ratti, Italo Rota and Professor Davide Rampello.

Two main partners will accompany INTERNI during the Designer’s Week: AUDI and Eni.

For this occasion, Audi is once again present in Milan, a concrete and effective demonstration of an affinity in terms of values with the territory in terms of innovation and progress. Thanks to unveiling and the possibility of personally discovering the new Q4 e-tron, the first premium compact zero-emission electric platform SUV, Audi is reconfiguring its presence in Milan and has entrusted Mario Cucinella and his studio MCA – Mario Cucinella Architects, leader in sustainable design, the United for Progress installation. The space is located in a place that, like Audi, has been able to break the rules: BAM – Biblioteca degli Alberi Milano, the contemporary botanical garden in Porta Nuova.

Eni has also confirmed its presence at Designer’s Week in Milan where, in collaboration with INTERNI, it will present two meetings on energy, a fundamental issue for our present and future. The first meeting will take participants to Dubai where, in the Italian Pavilion at Expo, Eni will demonstrate its technology for a decarbonised future thanks also to CO₂-captuing microalgae that, from a circular economy perspective, become new products applicable in a range of different fields. The second, with Eni gas and electricity, will discuss the importance energy efficient and sustainable homes to help build a low-emission future for our cities.

At this particularly complicated time, INTERNI reaffirms its strategic role in the world of design – a fundamental sector for society, in which Milan is an irreplaceable point of reference for the whole national system – involving in this important initiative over 50 of the main Made in Italy furniture producers and 100 designers in 12 days of virtual presentations and talks.

The INTERNI Designer’s Week® talks will take place from 13 to 22 April at the INTERNI Meeting Point, at the Istituto Marangoni in vVa Cerva 24, and will be streamed from 6.30pm on the  homepage of the website www.internimagazine.it.

Partners of the INTERNI Meeting Point: Ferrarelle, illy, Whirlpool.

Tomorrow sees the start of “La Casa dei Sogni” (Dream Homes), the first digital festival dedicated to homes developed by CasaFacile, the magazine edited by Francesca Magni.

A month of initiatives that will continue until May 7 on the Instagram and Facebook channels, discussing our dreams for our homes and to enable the community of the Mondadori Group brand – which today has 1.1 million followers, up 56% compared with March 2020 – to discover how it is possible to improve our quality of life by redesigning the spaces in which we live.

“Today we live in two worlds: the real one, made up of concrete things, in which we exercise all five of our senses, and the virtual one where the senses we use are sight and hearing, but the things that happen are just as real, such as the choices of what to buy that we can make through the web and social networks. From this awareness CasaFacile has created this Festival to accompany readers in the construction and design of their own Dream Home. With original and accessible ideas and solutions, we want to tell our community that a Dream Home could easier to achieve than you think and sometimes all you need to do is break a habit,” said Francesca Magni, editor of CasaFacile.

The “La Casa dei Sogni” Festival will feature completely new and dynamic video formats, which will inform the community about solutions, projects and quality products selected by CasaFacile and curated by the team of bloggers, interior designers and architects that collaborates with the magazine.
A range of appointments: from Beautiful & Possible ways to furnish all sorts of spaces with systems that are transformed according to different needs during the day and Styling Competitions. And also School of Style to learn how to use, position and combine a product, as well as dream designs for the home and outdoors.

The La Casa dei Sogni story continues also in the magazine. Greener, brighter, more colourful, more relaxing, more functional and with a super kitchen: these are the six dreams that will be realised in six designs, forming the heart of the special issue of CasaFacile on newsstands this month. A journey around six ideas with lots of practical suggestions, columns and tricks to give shape to new desires and styles of living. The pages of the magazine will also feature buying guides and many accessible ideas and solutions to copy for our homes.

All the content of the Festival and the magazine’s insights will also be available in a dedicated section on the CasaFacile.it website.

A cross-media storytelling developed across all the brand’s channels thanks to a range of content and initiatives with which CasaFacile responds to the ever-evolving needs of its readers, reaching a total audience (magazine and website) of 979,000 users every month.

CasaFacile confirms its role as the player of reference in the consumer interiors sector in 2021. Thanks to the “La Casa dei Sogni” project, the brand has consolidated the very positive advertising trend of the first quarter with +42% in terms of space sold in April, bringing the cumulative growth in the first four months of the year to +15% compared with 2020, and marking clear increase in market share in its segment (+3%).

Sources:
Shareablee different Pinterest profiles – March 2021
Nielsen Fusion Data – October 2020

Donna Moderna, the magazine that is a point of reference in the women’s segment, is launching a project dedicated to the issue of sustainability and biodiversity.

An initiative that will actively involve the title’s community, which now has a total audience of 12.2 million net users, in addition to almost 3 million fans on social networks: from a special issue that will make an all-round examination of the issue of sustainability, to a challenge that will encourage readers to adopt sustainable lifestyles and a project to create Italy’s largest urban apiary in Milan.

“We have put together a collector’s issue, full of memorable stories, like that of Laura Conti, Italy’s leading ecologist. And enriched with big names: Michela Murgia told us about the green revolution of Pope Francis, Sara Rattaro about the discoveries of the first ethologists and Fabio Genovesi the unpublished story of a child and his education in nature. It is an issue to be kept also for the wealth of green advice in all areas, from furniture to cooking, and from wellness to travel. And with an awareness that the smallest gestures each of us can have an important impact in delivering a healthy planet to future generations,” declared Annalisa Monfreda, editor of Donna Moderna.

A special issue
Starting from the issue on newsstands this week. An extraordinary issue with features and services that talk about sustainability from different points of view, from the re-use of plastic to water and energy saving, and with the contribution of exceptional testimonials committed to the environment.

For the first time, this special has been produced with 100% recycled paper, enhanced by a graphic design and layout with green graphic elements, created exclusively for the magazine, to represent the themes of the project.

The cover star is the actress Valeria Solarino, chosen by Donna Moderna for her commitment to a sustainable and essential lifestyle.

The launch event
This Donna Moderna special project will be launched in a phygital event to be held tomorrow 24 March at 6.30 pm at the Fabbrica dell’Aria, the first scientific and technological innovation project to filter and purify indoor air, conceived by the internationally renowned scientist Stefano Mancuso and located at the Green Media Lab in Milan.

The event will also feature a talk involving Stefano Mancuso and Anna Favella, actress and sustainable thinker, Alessandro Armillotta, CEO of AWorld and Giovanni Storti, actor and green activist.

The challenge
The second phase of the project proactively involves the Donna Moderna community: in a challenge, users and readers will be asked to adopt sustainable behaviours with a direct and measurable impact in CO₂ savings. To this end, Donna Moderna has signed a special partnership with AWorld, the app selected by the UN to educate consumers on the impact of daily actions on the environment and to encourage the creation of new, more sustainable and traceable habits. Thanks to the app, users can participate every day and calculate the amount of CO₂ saved for each habit adopted, and actively contribute to the magazine’s goal of a reduction of at least 50 tonnes of CO₂ in a month.

The beekeeping project
At the end of the challenge, Donna Moderna will contribute to the commitment shared with its community, taking concrete action in support of the environment and society.
On 22 April, on the occasion of Earth Day, Donna Moderna in collaboration with Green Island/Alveari Urbani, will present the biggest Italian urban beekeeping project at Cascina Merlata and the gardens of San Faustino in Milan, with the installation of 17 wooden hives, which will host 17 bee families, giving life to and ensuring the survival of more than 1,000,000 European bees.

A beekeeping initiative that aims to promote the reintroduction of bees in urban contexts, a fundamental step in enhancing biodiversity and a properly functioning ecosystem.

The social media campaign
The project’s storytelling will also be developed for the duration of the initiative on the Donna Moderna website and social media channels in order to raise awareness and directly involve the community in the challenge and the adoption of behaviours with a lower environmental impact.

The launch of the new special issue will be supported by an advertising campaign created by CasiraghiGreco &, and planned on print, digital, social media, radio and digital out-of-home in the core areas of Milan.

Institutional partners of the project: Green Media Lab – AWorld – Urban Beehives – Earth Day.

Sponsor of the initiative:
The entire initiative was supported by the main sponsor Finish, which together with Donna Moderna created a storytelling dedicated to sustainable actions to promote the responsible use of water in the special issue and on the social media of the magazine. In fact, since 2019 Finish has been involved in the “Water in our hands” project which aims to spread an ever-greater awareness of new behaviour patterns and new consumption habits that can protect and safeguard this extremely precious resource for the life of the planet but which, unfortunately, is limited.

***

The Mondadori Group
For over 110 years, the Mondadori Group’s mission has been to promote the dissemination of culture and ideas, guaranteeing a quality entertainment offer to the widest possible audience. Leader in the book market and Italy’s leading multimedia publisher, Mondadori has embarked on a path of social responsibility that includes the promotion, on all its channels, of quality content that rewards plurality of thought, inclusion and diversity, and with an approach that is always aimed at innovation.
Mondadori’s commitment can be seen from a series of activities in support of the communities in which the Group operates: from the promotion of reading and education to training and social and health care.
The Group has also developed a range of initiatives aimed at reducing the environmental impact of its offices and bookstores, which has resulted in a significant reduction in greenhouse gas emissions and led to an increase in the use of certified paper in the production of books and magazines.

Sources:
Nielsen Media Impact data Fusion May 2020
Shareablee different TikTok and Pinterest sources February 2021

Record numbers for the TV Sorrisi e Canzoni dedicated to the Sanremo Festival.

With this unprecedented issue, the Mondadori Group brand – for the first time without the physical presence of the editorial team in Sanremo -–took an evolutionary path by creating a totally video and digital social media-based schedule. Non-stop coverage of the most anticipated television event of the year, thanks to which Sorrisi once again confirmed its position as the point of reference for fans of the Festival, beating all audience records.

“Despite the difficulties due to the exceptional circumstances in which the Festival was held this year, it has nevertheless been a huge success. But Sorrisi can rely on an excellent team able to face any obstacles. And it is not only the numbers that speak loudly, also the affection and friendship of all of the artists involved in our coverage. I would particularly like to underline that Maneskin, just minutes after their victory, called us to do an exclusive live slot on Instagram. Further demonstration of the strength and authoritativeness of our brand,” declared Aldo Vitali, editor of TV Sorrisi e Canzoni.
“We still haven’t taken it all in and we weren’t expecting it at all. It’s an incredible result. The country has changed and Sanremo has been an absolutely amazing, incredible experience,” the band told Sorrisi.

The new web site www.sorrisi.com – launched just a few days ahead of the Festival with a new look, an optimised user experience and a layout entirely dedicated to the event – recorded extraordinary figures.
During the week of Sanremo 1.5 million unique users, +26% compared with last year, 5 million pageviews (+53% compared with 2020) and 2.3 million sessions (+30% on 2020), with a rich and exclusive offer: the lyrics to the songs, interviews with the artists in competition, behind the scenes coverage and content updated in real time, with the running order of each evening, audience figures and daily news from the first Festival without an audience in the history of the event.

There was also big success for “Sorrisi Live”, the format for social meetings with the artists launched in October which, during the Sanremo week, included a daily schedule of live interviews on the brand’s Facebook and Instagram profiles, with over 40 separate appointments.
Starting at 10 am with “A colazione con il Direttore” (Breakfast with the Editor), bring together with Sorrisi some of the leading stars of this edition of the Festival such as Arisa, Fedez e Francesca Michielin, Francesco Renga, Malika Ayane and Noemi.
The interviews continued everyday on Facebook and Instagram until 7 pm with the big new feature of this year, the Aperitivo con Sorrisi during which, every day, the editorial team were joined, during five appointments from Tuesday to Saturday, by commentators and much-loved public figures such as Carlo Conti, Costantino della Gherardesca, Diana Del Bufalo, Enzo Miccio, Francesco Gabbani, Michelle Hunziker, Pio e Amedeo, The Jackal and the Trio Medusa,

On Instagram we also published the exclusive digital diaries of six very popular artists among millennials and Gen Z: Annalisa, Ermal Meta, the duo Fedez and Francesca Michielin, Gaia Gozzi, Lo Stato Sociale and Madame, that alternated each day and exclusively sent to Sorrisi a report on their day with all of the private moments ahead of their performance on the stage of the Ariston Theatre.

Live television coverage from the Ariston Theatre of the five evenings was featured in the social media profiles of Sorrisi with a continuous feed of curiosities, surveys, quizzes, and breaking news about what was happening onstage, in real time.

Thanks to the production of over 600 items of content, including videos, posts and stories, that linked the innovation of the formats and approaches with the traditional authoritativeness of the TV Sorrisi e Canzoni brand, the brand’s Facebook and Instagram channels also achieved record results, reaching a total of 12.7 million people, an increase of 21% on the previous year. 

Max Factor was the make-up partner of Sorrisi Live: and every morning, live on Facebook, the National make-up artist Rajan Tolomei commented with the beauty editor of Sorrisi on the looks of the previous evening and created exclusive tutorials on the magazine’s Instagram profile, inspired by the artists in competition and the iconic looks of the Sanremo Festival.

There was also great success for the three special issues of the magazine dedicate to the Festival, with an exceptional total print-run of almost 2 million copies.

After the first two issues, on newsstands on 23 February and 2 March, exclusively featuring the lyrics of the songs and the free addition of the Storie di Sanremo special, this week sees the publication of the third unmissable issue with the traditional cover featuring the winners, reports on all the details and news from behind the scenes across the entire five days of the Festival.

Italian beauty is the title of an article that è INTERNI, the magazine of interiors and contemporary design, published by the Mondadori Group, has dedicated to the Italian Pavilion at Expo 2020 Dubai. The March issue, on newsstands from today, publishes a preview of both the architecture and content pf the Pavilion.

The Universal Exposition, which will run from 1 October 2021 to 31 March 2022, will be the first to be held in a country from the so-called ME.NA.SA. area, i.e. the Middle East, North Africa and South Africa, an event of great strategic importance for issues related to sustainability and a focus on the circular economy and the optimisation of resources.

Expo Dubai offers an opportunity for the reaffirmation of Italy all of the expressions of its inventiveness and know-how, in line with the concept expressed in the claim of the much- anticipated global event “Connecting minds, creating the future“ which Italy has interpreted with the title “La Bellezza unisce le Persone” (Beauty Brings People Together), the Italian beauty that has always been an element of connection between people, talent and genius, the Mediterranean cultural heritage and a bridge to the future.

And exclusively for INTERNI, edited by Gilda Bojardi, three exceptional storytellers – the Artistic Director of the Italian Pavilion Davide Rampello and the designers Carlo Ratti and Italo Rota – reveal the secrets of a structure that is the result of Italian creativity, advanced research and sustainable innovation.

The feature also includes a Glossary/Guide of the materials used in the architecture and interiors of the Pavilion, listed and described in alphabetical order and functioning as an instrument for dialogue and exchange for architects, planners, designers, interior decorators and, of course, an inspiration for Made in Italy companies.

This publishing initiative is part of the media partnership between Mondadori Media, Official Gold Sponsor of the Pavilion, and the Italian Commission for Expo Dubai. In fact, in order to reinforce Italy’s participation in the 2021-22 Universal Exposition, with cultural, publishing and other events, a series of communication activities have been planned by the Mondadori Group, both in the run up to and during the six-month duration of the Expo.

Some 20 million Italians between the ages of 18 and 54 follow at least one influencer. Of these, 48% follow a macro-influencer; a category that includes not only individuals, but also publishing brands with stand-out social media profiles in their communities of reference and recognised as authoritative in nine specific areas: health and wellbeing, families and children, entertainment, technology and science, beauty and personal care, fashion, food and beverages, travel and tourism, cars and motorcycles.

And it is precisely these macro-influencers that are at the heart of the survey “Italians & Influencers” conducted by Buzzoole, InfoValue and Mondadori Media, aimed at examining more closely the views and opinions of Italians regarding an increasingly significant category in consumer behaviour.

In particular, it looks more closely at the relationship between Italians and influencers and publishing brands, with regard to the social media presence and the type of role that they play in entertainment and users buying habits.

The first interesting element is the frequency with which users consult their profiles: 37% claim to follow them every day, while another 37% check in every 2-3 days.

Why do users follow influencers?

For the advice they give (54%, above all for matters related to food) or for their expertise in specific areas (51%, technology and automotive) or because they are considered models of reference to identify with (19%, fashion and families).

At the top of the list for renown on social media there is Chiara Ferragni (mentioned by 85% of the sample), followed by GialloZafferano (72%) and Benedetta Rossi (71%).

As part of the study, emphasis was given to the role of macro-influencers in buying behaviour, with a different focus depending on the sector of interest for users. This showed that they can play the role of a “tutor” that explains a product (for 54% of the interviewees), especially in the areas of food beauty, a discoverer able to introduce new products (for 47%) for tech and beauty, a friend who can say where and when to buy something (41%), above all for fans of cars and motorcycles, or, also, an outstanding trendsetter (27%).

There is, therefore, a clear recognition of the commercial function: an expectation that influencers and publishing brands can provide information on a wide range of product types and become an “advisor” that in every situation can play a determining role.

Have looked at the role of macro-influencers in buying behaviour, the survey then examined their level of incidence in buying propensity: 85% of Italians claim to take the opinions of influencers into consideration when buying a product.

The study also looked in detail at how many purchases are “actually” made on the basis of the advice of influencers. Over the last year around half of the interviewees bought an average of 2 products or services recommended by influencers or editorial brands on social media: beauty, food, fashion and technology being the most influenced shopping categories.

An examination of buying intention is single areas, showed that in first place among the preference of Italians were the profiles of GialloZafferano (89%) in the food & beverage sector and Mypersonaltrainer for products related to health and wellness.

“The study conducted in along with Mondadori Media and InfoValue,” declared Gianluca Perrelli, CEO of Buzzoole, “has clearly demonstrated the complexity of a now consolidated phenomenon that involves millions of people. In addition, it has highlighted the multiple roles that Creators can have for Italians, not just as repeaters of messages, but as key elements in the purchasing process.”

“Brands remain among the main influencers of consumer buying habits, and central in the discovery of new trends and tendencies,” declared Andrea Santagata, General Manager of Mondadori Media. “The research clearly shows how some of them, the more vertical with a language and approach that is close to users, have maintained, and even reinforced, this role, also in the increasingly important social media environment. I think that it is key for a brand in social media to satisfy specific need, with a view to providing users with help and support.”

As regards the platforms used, Instagram emerged as the social media platform par excellence (67%), followed by Facebook (59%) and YouTube (53%). The younger target follow on TikTok (9%) and 4% on Twitch.

This quantitative survey involved over 1,500 interviewees, representative of Italian web users between the ages of 18 and 54, and examined 9 topics of main interest, arranged by socio-demographic profiles, with a special focus on female targets.

“Italians & Influencers” was conducted in the context of the WeTalks project: a permanent observation laboratory through which Mondadori Media addresses companies interested in information about the dynamics of consumer behaviour. The complete results of the survey are available on www.buzzoole.com and www.wetalks.it.