Media

There’s been great success for Webboh, Italy’s number one media brand for the younger generation with a digital audience of 4.5 million followers, which closes the summer with record numbers.
Eight events in the area, all sold out, more than 50 Gen Z idols on stage at the events organised around Italy, more than 20,000 kids who took part in the eagerly awaited shows, registering significant results, and on social media with 100 million reaches and more than 1.5 million interactions.
These are results that confirm Webboh ‘s extraordinary ability to involve young people with activities that can create meaningful moments of sharing and fun. This isn’t only on social and live, but also with initiatives continuing in September to tackle the back-to-school period.

Webboh Fest: three legs sold out
Webboh Fest, a music festival – unique in Italy in terms of format and audience success – designed to bring together young people with the most followed idols on social networks, was held on three legs from July to September (Giulianova, Rimini, Mirandola). It starred singers Rosa Chemical, Sarah Toscano, El Matador, Aka 7even, Serena Brancale, Emma Muscat, Vyperr, Pucho, Valerio Mazzei and many others. Also present were the latest, trendiest creators, including Lisa Luchetta, Alberto Tozzi, Alice and Giorgia Mordenti, Kingash, together with Acapodelglobo and Arienne Make-Up, both from the Power Talent Agency roster.

All events – with free admission – were hosted by producer and presenter Andrea Prada with the participation of Sara Esposito, a creator and YouTuber with millions of followers. At the DJ set was Matteo Robert, one of Italy’s most famous Gen Z creators, and DodoJ, one of Italy’s youngest DJs.
The DeAKids broadcasts (Sky Channel 601), with creators Lisa Luchetta and Alberto Tozzi, shared what went on behind the scenes at the different legs: this exclusive content has been made available on the channel’s social networks and will be aired in a special on DeAKids on 27 September where the best moments of the Webboh Backstage Secrets Summer Tour will be revisited.
Radio Bruno was also a Webboh Fest radio partner.

Webboh Camp: between summer experience and digital education
The Webboh Camp (20 to 27 July in the Tuscan Maremma), organised with Experience Summer Camp, Italy’s number one organiser of summer camps for young people aged 6 to 22, sold out in just one month. An unforgettable week in close contact with five creators (a total of 4 million followers on TikTok alone): Alberto Tozzi, Jenni Serpi, Sara Esposito, singer Luk3 and the face of Webboh, Claudia Mariani.
But the Camp was more than just fun. The kids enjoyed a digital education with Alessio Carciofi, one of Europe’s leading experts on digital well-being. Here too, reporting on the holiday was entrusted toDeAKids cameras.

Webboh Fun at AquaFan in Riccione
Just like last year, the four dates of Webboh Fun at Aquafan (11 July, 25 July, 8 August, 22 August, at the Walky Cup at Aquafan in Riccione) turned out to be a success. At each leg, in addition to the show on stage, spectators participated in exclusive meet and greets with guests (singers and creators) with whom they could take a photo. Among the talents involved were: Acapodelglobo, Rimoldigno, Lisa Luchetta, Matteo Robert, Alberto Tozzi, Pucho, Luk3 and Ascanio, Lorenz Simonetti.

Activities with brand partners
Webboh’s summer initiatives offered brand partners additional business opportunities with diversified branded content solutions. These include five smartphone covers – each suited to a different mood – created by the Webboh community in collaboration with La Casa de Las Carcasas. The covers, launched on 5 September, were presented on 6 September during the Mirandola leg of Webboh Fest, and are on sale online and in stores.

The first two Webboh Fest legs had Webboh coordinating and working in collaboration with Brand On Solutions, Mediamond’s project area, along with cosnova Italia with essence, a well-known cosmetics brand, with the essence Spring-Summer 2024 collection and the participation of acapodelglobo and Arienne Makeup from the Power Talent Agencyroster.

Back to school: the BE YOU Webboh diary and backpack and many other activities
After the summer events, Webboh is there for the very young as they start the new school year with numerous products and various initiatives.
The BE YOU Webboh Diary, produced in collaboration with BE YOU, now in its third edition, is so successful every year that it sold out in a few days in various stores and online shops. Created together with the community, it contains more than 100 stickers, over 40 special ‘against boredom’ pages for break times, the birthdays of the best-loved creators and a brand new ‘treasure hunt’. Launched in June, it’s distributed in shopping centres, bookstores, stationery stores, and online. In addition to the diary, this year’s BE YOU Webboh collection consists of an entire stationery line with apencil case, notebooks and – the big news for 2024–2025 – the BE YOU Webboh backpack.

Webboh and Astra Make-Up are working together again, after a successful project for the 2024 Webboh Awards, for the back-to-school period. The focus for this initiative is the Astra Skin line, dedicated to skincare and beauty routines, and the launch of two new products: a Face Make-up Remover Balm and a Face Gel Cream. The initiative includes a structured publishing plan on Webboh’s social channels, and also on the website, as well as the initiative for Arianna Madonna, the face of the community, and content creator Lisa Luchetta, already the winner of the Best Teen Idol – Female category at the 2024 Webboh Awards.

From 18 September, a new collaboration with Inter-studioviaggi (in coordination and collaboration with Brand On Solutions/Mediamond) will start on Webboh’s TikTok channel. The star of this initiative will be Anaïs Mariani, TikToker and Ambassador of Inter-studioviaggi, who will meet with Arianna Madonna, one of the faces of Webboh, to talk about her experience of Year Abroad. The opportunities offered by a school year abroad will be illustrated: a unique opportunity for an exceptional educational experience.

Webboh Lab, the first permanent observatory on Gen Z emerging from a meeting between Webboh and the Sylla research institute, has partnered with Farmitalia (with the support of Brand On Solutions/Mediamond) to conduct a survey via an online smart poll involving 500 young Italians aged between 14 and 17. The results provide a picture of the perceptions, knowledge and doubts of younger generations regarding sexuality and contraception in Italy.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.

On the occasion of the 2024 Pesaro Italian Capital of Culture, INTERNI, the Mondadori Group’s interior and contemporary design magazine, and Scavolini, present a series of talks entitled Cooking up Ideas – Design, Creativity, Inclusion, three events with the faces of design and beyond, identifying how to transform the kitchen from mere functionality to a multicultural, performance-oriented space.

These events will also tell the story of the development of two historic brands: INTERNI, which celebrates 70 years of business this year, and Scavolini, a leading company in this sector, founded in 1961, right in Pesaro. Both have been a part of the economic and cultural development of the country, transforming the kitchen into a highly developed product that can be adapted to different contexts.

“Today, more than ever, we talk about the kitchen in a broader sense: the domestic space used for storing and preparing food has been transformed into a ‘multitasking environment’ that is the focal point of the family unit, the heart and brain of the home”, explained Gilda Bojardi, Director of the INTERNI system. “The kitchen is increasingly active, the setting for culinary ‘performances’, and it is increasingly lived-in, an extension of the living area. It becomes a special place, the beating heart of domestic socialising. The kitchen as a space for processing ideas is also a concept that extends beyond the domestic space: the restaurant kitchen is the home of chefs who put their creativity at the service of their customers every day. It is the school kitchen, where the art of making and inventing is taught. It is the place where cultural and social differences are best understood and encountered, from soup kitchens for the needy to kitchens in prisons and care homes”.

Kicking off the series of talks is Kitchen and Design, scheduled for Thursday, 12 September at 6 pm at the Teatro Rossini in Pesaro (Sala della Repubblica – Piazza Lazzarini, 1). After introductions by Fabiana Scavolini, Scavolini Managing Director, Gilda Bojardi, INTERNI System Director, and Daniele Vimini, Deputy Mayor and Councillor for Culture of the City of Pesaro, the speakers, moderated by journalist Patrizia Catalano, will be Imma Forino, Professor of Interior Architecture and Interior Design at the Polytechnic University of Milan, and Fabio Novembre, architect, designer, and founder of Novembre Studio.

The other two events will take place in the Palazzo Gradari Salone Nobile in Pesaro (Via Rossini 24) at 6 pm. On 11 October, Kitchens and Gen Z will be held with Camilla Bellini, Francesca Del Conte WAYouth ETS, Spalvieri & Del Ciotto, while on 22 November it’ll be Made in Italy and Internationality with Luca Nichetto and Daniele Busca.

The talks are open to the public, subject to availability.

For more information, visit: www.internimagazine.it

On 14 and 15 September, the MypersonalTrainer Days return, an initiative sponsored by the City of Milan, which will be held at the Arco della Pace, a green space that the people of Milan have always used for sport and moments of relaxation and wellness.

The event – organised by MypersonalTrainer, Mondadori Group brand and leader in health and wellness, a standard for 13 million unique users per month and 6 million fans on social networks – offers a rich program of activities designed for everyone who loves a healthy and active lifestyle.
More than 500 free events are scheduled, which sold out in just a few days, from the best workouts and trendy wellness practices to talks with special personalities from the world of sport and wellness and a series of useful medical consultations.

“We are proud that MypersonalTrainer, a brand that started on the Internet in 2005, has built up a well-structured circle over time and has become a standard for so many wellness enthusiasts, not only digitally but also locally. Our strength lies in the affection of the public who follow us and want to discover the latest trends and disciplines in fitness and health, and wellness in general. The many brands that believe in our project are increasingly expressing the need to explore new channels, create contacts and thus expand interactivity with their target audience, in line with the growing demand to attend sporting events”, said Daniela Cerrato, Digital Marketing Director of Mondadori Media. 

This third edition, under the name More than Wellness, hosts great stars: from swimming champion Filippo Magnini to the Italian flag-bearer at the Paris Olympics, Arianna Errigo; from Olympic marcher Eleonora Giorgi to fitness gurus Jill Cooper, Jairo Junior, Nicolò Famiglietti and Silvia Fascians from the Power Talent Agency roster, Federica Constantini, Roberta Vanzella and many others.

The full calendar and new features of MypersonalTrainer Days
Opening the event will be swimming champion Filippo Magnini, one of the greatest swimmers of all time in his specialism, who will give the audience tips on how to live a lifestyle and share how the sporting approach can influence his career and everyday life.

Shortly afterwards, it will be the turn of Arianna Errigo, Olympic flag-bearer and fencing champion, who has just returned from the French capital, and who will open the debate on a new way of understanding sport. A series of trendy activities will follow, including Strong Nation, Groupboxing Sparring, Dynamic Hiit Workout. And more holistic activities such as BodyFly, Bliss Vinyasa, Face & Hair Yoga as well as Durga creative energy.

Many interesting talks on the latest, trendiest topics. These two events are very popular: Email Apnoea and Sleep Wellness with Alessio Carciofi, university professor and marketing & digital wellness expert, in collaboration with Dorelan, and New Longevity: lLfestyle and Precision Medicine with Dr Alberto Beretta, researcher, immunologist and Scientific Director of SoLongevity, to discover how to live long in the best possible way.
On the topic of fitfood and nutrition, there will be interesting talks by experts Valeria Severi and Paola Stavolone as well as time for the audience in attendance with a healthy menu endorsed by MypersonalTrainer, in collaboration with Rio Mare and Dazi Milano.

New features for the third edition will include a large space dedicated to beauty, a constantly growing sector to which the MypersonalBeauty area has been dedicated since this year on the website and social networks(MypersonalBeauty was created as a brand extension of MypersonalTrainer and rounds out its offer in the personal care and beauty sector, understood not only as an external goal to be achieved, but as an integral part of physical and mental wellness). In line with this trend, an itinerary will be created in collaboration with Biopoint, Deborah, Dermolab, Lycia and Tesori d’Oriente that will include make-up, hair and skin care, wellness experiences such as aromatherapy and music therapy. A young creative talent, the champion of unisex image consulting @Ferschetty (Ferdinando Schetty) will also speak to discover the colour palette that enhances us.

Free medical consultations with CDI specialists can’t be missed: dietetics, physiotherapy, orthopaedics, senology, physiatrics, sleep medicine, internal medicine.

Among the scheduled events is the MYPT Urban Walk, organised in collaboration with Lycia. Free and even more exciting and inclusive, the 5 km non-competitive walk will be preceded by a preparation session, led by marathon runner, Eleonora Giorgi. For the first time there will also be experts in fitwalking and nordic walking.

Mypersonaltrainer Days will also host Pompieropoli, the activity designed by the Fire Brigade for children aged 3 and up, which is both exciting and educational.

In this third edition, the technological set-up will also be strengthened with an LED wall (550×300 cm) set up in the main stage area, where cross shots will be projected by two drones that will fly over the area and create spectacular and immersive experiences.

Event partners
Mypersonaltrainer Days this year had an excellent advertising response with a 30% growth over 2023 and the involvement of 26 brand partners. The event is carried out in collaboration with Mediamond and Brand On Solutions, a unit dedicated to special initiatives of the Mediamondlicensee.
Many companies have come on board as brand partners – not only industries in the wellness, fitness, sport and beauty area, but also companies from the food and beverage, automotive and lifestyle sectors – that will meet the public in customised experiential corners to promote a new and broader concept of wellness. Main partners: Dicloreum Ice, Dorelan, DR Automobiles, Givova. 

Partners: Biopoint, Centro Diagnostico Italiano, Danacol, Deborah Milano, Dermolab, Ente Croato, Eurocompany, Farine Magiche with Philips, Garden Gourmet, Gold Collagen, Humanitas University, Initial, Lycia, Rio Mare, Tesori D’Oriente. Technical partners: Aguara, Alpro, Lete and YogaEssential, Centro TAO and Limmi.

Media partners for the initiative: Radio R101 , which will also set up a DJ set for the event on Saturday evening from 6 pm.

For Mypersonaltrainer Days a new advertising campaign was created by the marketing agency Casiraghi Greco& organised across several forms of media: daily newspapers, OOH, DOOH, occupying strategic areas of Milan such as the Parco Sempione area and the M4 line, radio, magazines, social and digital. Set-up and logistics were handled by Area62.

All activities are free, registration is required to participate. For information and reservations: https://www.my-personaltrainer.it/myptdays. All those registered for sports activities will receive a technical T-shirt and for all active participants a bag full of gadgets.

MypersonalTrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 13 million unique monthly users (source: Audiweb Total Digital Audience, last six months) and over 6 million followers on social media (source: Comscore Shareablee and Social Insights July 2024).

After the success of the first leg in Giulianova (with almost 10 thousand viewers), young people’s idols will be in Mirandola (MO) on Saturday, 6 September, in the Piazza della Costituente, for the last leg of Webboh Fest 2024, the summer music event organised by Webboh, the first Italian community dedicated to Gen Z and Gen Alpha, with more than 4 million followers on social networks.

A star-studded stage for the last leg of Webboh Fest

An evening of music and fun, during which many artists, including Rosa Chemical, one of the most talked-about artists on the music scene, will take turns on stage from 8 p.m. From Spain comes Victor Perez, aka VYPERR, the idol with 10 million followers who will showcase his hits to the Italian public. Also from the charts of this summer’s most streamed songs is El Matador, a breakout star from ‘Nuova Scena’, the Netflix rap show, and Serena Brancale with her viral hits.

Rappers Vale Pain and Fasma, whose hit, ‘Mille notti’ was a smash hit on TikTok this summer, will also be on stage, along with Le-One, whose summer hit ‘Addo staje’ has already gone gold and is this summer’s song with millions of streams. From the world of ‘Amici di Maria de Filippi’, Niveo will premiere his new single about bullying. Some of the idols of the very young generation will also be there. They will get the audience singing along to their most famous hits. We’ll meet Il Rosso, Luk3 and Ascanio, Lorenz Simonetti, Rondine, and Cioffi.

 Andrea Prada will host the last leg of Webboh Fest, with the help of Sara Esposito, a creator and YouTuber with millions of followers. Also, on stage (and backstage) will be young people’s favourite creators, like the Housegram crew, i.e. Cristiano Borsi, Fabio Ferrucci, Giulia Bizzarri and Viola Silvi; as well as Gabriele Greco and Anastasiia Pazzeska. At the end of the evening, fans can continue the fun with a DJ set by Matteo Robert, one of the most famous Gen Z TikTokers in Italy.

Challenges and surprises… with a look behind the scenes

And it’s not only music: during the evening of Webboh Fest, Webboh will also entertain the audience with challenges and lots of fun (free admission). Backstage access will be narrated by creator Lisa Luchetta, star of Webboh Backstage Secrets Summer Tour, the format born from the collaboration between Webboh and DeAKids (Sky Channel 601). Lisa will interview the stars of the event and report on the tour with exclusive content: clips will be available on the TV channel’s social media. From the afternoon onwards you’ll also get to receive numbered gadgets, which will allow you to take part in a special draw that will give you access to Webboh Fest backstage and follow the entire event from a special location: the backstage area. Radio Bruno, a partner for the festival, will follow Webboh on its tour, and in the grand finale will reveal on the Mirandola stage the songs most loved by young people in the summer of 2024 with the official ranking.

This leg’s sponsor is La Casa de las Carcasas, who along with Webboh have created a collection of smartphone covers that will be on sale from September and will be launched from the Webboh Fest stage on 6 September in Mirandola. There will be a stand in the square with a giant cover where you can take a selfie and receive a free gadget.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, the first permanent observatory on Gen Z stemming from an encounter between Webboh and the Sylla research institute, has partnered with Farmitalia to conduct a survey via an online smart poll involving 500 young Italians aged between 14 and 17. The results provide a picture of the perceptions, knowledge and doubts of younger generations regarding sexuality and contraception in Italy.

The results show how the very young face a lot of exposure to these issues, which is also attributed to the numerous information channels available, and how they would like to experience sex education in general, that is, with fewer taboos and more clarity.

How Gen Z stays informed

The details of the data collected by Webboh Lab show that the sources most consulted by respondents are friends (53.4%) and social media (46%), followed by school (43.2%) and the Internet (40.4%). The family is in fifth place with 27.6%, while doctors and advice centres are mentioned by only 5.6% of young people.

Sex education at school

 Sex education at school is considered a key issue by the very young. They would like it to be addressed more, with particular emphasis on certain aspects:

• sexually transmitted diseases (importance score: 8.47/10);
• relationships, affection and partner consent (score: 8.40/10);
• contraceptive methods (score: 7.81/10);
• anatomy of the human body (score: 7.78/10).

Gen Z’s suggetions for better information

The Webboh Lab smart pool also showed that the way in which this issue is dealt with could be improved through various initiatives. Besides more school involvement (score 8.36/10), the main activities identified by respondents were:

• counselling services (score 7.87/10);
• discussions with adults (score 7.59/10);
• access to reliable online resources (score 7.49/10).

Contraceptive methods

The survey also highlighted condoms as the most popular method of contraception among Gen Z (98.2%), followed by the pill (88.4%). Much more limited knowledge is found, however, for IUDs (49.3%) and coitus interruptus (17%).

Emergency contraception: the concept of emergency contraception is familiar to 44.2% of young people. More specifically,86% know about the morning-after pill, while only 41.8% know about the five-day-after pill. The main sources of information for emergency contraception include:

• Internet (25.1%);
• social media (24.4%);
• school (15.6%):
• friends (12.4%):
• family (6.9%).

Furthermore, 23.9% of young respondents admitted to knowing someone who had used the morning-after pill, while only 8.3% knew someone who had used the five-day-after pill.

The research shows a clear need for a more integrated approach to sex education involving not only schools, but also counselling services and families.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute, directed by Furio Camillo, is the first permanent observatory on Gen Z. Webboh Labs is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.

After the success of the first leg in Giulianova (with more than 5 thousand viewers), young people’s idols will be in Rimini on Saturday, 3 August, in Piazzale Federico Fellini, for the second stop of Webboh Fest, the summer music event organised by Webboh, the first Italian community dedicated to Gen Z and Gen Alpha, with more than 4 million followers on social networks.

An evening of music and entertainment, where many artists will take turns on stage from 8 p.m., including Sarah Toscano, winner of the last edition of ‘Amici di Maria De Filippi’, who is establishing herself as the new pop star on the Italian scene. Also, from the world of ‘Amici’ are Cricca and, straight from Malta, Emma Muscat. Then there’ll be Aka 7even, one of the most promising talents of the new Italian urban-pop singer-songwriting scene with 280 million audio and video streams, and Ditonellapiaga who’ll get the audience dancing to the rhythm of her most recent hits. There’ll also be some of the younger people’s idols, like Pucho, Il Fubbe, Luk3 and Ascanio, Lorenz Simonetti, and Michelle Cavallaro, who’ll have the audience singing along to their viral social media hits.
And it’s not only music: during the evening of Webboh Fest, Webboh will also entertain the audience with challenges and lots of fun (free admission).

Andrea Prada will be the host of this unmissable stage, with help from Sara Esposito, a creator and YouTuber with millions of followers. Both on-stage and backstage will also be hosted by young people’s favourite creators, like Arienne Makeup, a creator with over 4.7 million followers from the Power Talent Agency roster, Giorgia and Alice Mordenti. At the end of the evening, viewers can continue the fun with a DJ set by Matteo Robert, one of the most famous Gen Z TikTokers in Italy.

The backstage will be hosted by creator Alberto Tozzi, star of Webboh Backstage Secrets Summer Tour, the format created from the collaboration between Webboh and DeAKids (Sky Channel 601), who will interview the stars of the event and narrate a tour with exclusive content available on the TV channel’s social networks.

From the afternoon you’ll be able to get numbered gadgets, which will allow you to take part in a special draw that will give you access to Webboh Fest backstage where you’ll be able to follow the entire event from a special location: the backstage area. Radio Bruno, a partner for the festival, will follow Webboh on its tour, revealing on stage in Rimini what the most popular songs of Summer 2024 are.

The event’s sponsor is essence, the famous cosmetics brand from cosnova Italia, which will showcase the products of the Spring-Summer 2024 collection together with popular creator, Arienne Makeup. In the square, as part of the event which was also coordinated with the collaboration of Brand On Solution, Mediamond’s design area, a totem station equipped with a mirror has been installed, where it will be possible to take ‘a selfie for a summer full of kisses’ and receive the iconic Juicy Bomb lipstick, one of the most popular products among the very young.

Webboh Fest: to be continued…

After the first two stops in Giulianova and Rimini, the most entertaining music tour of the summer will end on 6 September in Mirandola (MO). Numerous unmissable events are also planned for this occasion: lots of surprise guests, with unmissable performances, music and shows, thanks to Webboh, which is always working alongside its web and social media audience, as well as live and in-person.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

AdKaora, an international digital agency with full-funnel advertising solutions under the Mondadori Group’s MarTech Pole, has created a proximity marketing strategy outside Italy for Safilo Group, one of the most important companies in the eyewear market, to promote the Marc Jacobs eyewear line.

The purpose of the campaign, which went online in April and was managed together with OMD, Omnicom Media Group’s media agency, was to cover the entire customer journey, increasing brand awareness of the product line and stimulating drive-to-store for points of interest in France.

The AdKaora Creative Studio customised a rich and advanced media format with a highly interactive and innovative character to users a unique experience in discovering the brand. Using the Find&Go Now! interactive map, customers actually entered the shops, increasing footfall and passes by the shops where the product was sold.

The proximity marketing developed by AdKaora covered all steps in the funnel, from awareness to consideration to stimulating footfall in shops, through a mix of display formats, rich media and integrated channels that denote proximity.

The campaign recorded a 25.7% engagement rate thanks to the Find&Go Now! map and a 17.3% increase in shop visits.

 The complete success of this strategy was also due to inclusion of the Brand Lift Survey (BLS) tool by AdKaora and Hej! which relied on user interception and user activation to gather valuable information on the target audience tied to precise campaign objectives and KPI measurement.
The objectives of the BLS included:

• analysing brand consideration and brand favourability, i.e. the degree to which users prefer and favourably consider the brand and product;
• extracting more details on the target audience in terms of socio-demographics;
• analysing the perception of competitors;
• collecting insights and KPIs from the entire marketing funnel.

The advertising recorded a 50% increase in brand consideration and a 38%increase in brand favourability, confirming users’ positive sentiment towards the brand. Marc Jacobs also verified the product’s discriminating factors and learned a little more about the target group, such as geographic composition and brand perception amid the competition due to AI-integrated conversational marketing technology.

Building on the incredible participation in the first two editions, MypersonalTrainer Days, the event promoted by the City of Milan that turns the city into an ‘open-air gym’, is back again this year. This third edition, called More than Wellness, will be even more exciting and inclusive. The schedule contains hundreds of free activities open to the public for everyone interested in a healthy and active lifestyle, from fitness to sport, but also fitfood and beauty.

The MypersonalTrainer Days event held in September 2023 saw the participation of 10,000 people, 20 partners and 50 guests in more than 500 activities. This year, the aim is to further expand and diversify attendance through two days of fun for all fitness lovers, families and four-legged friends. The event will be held on Saturday 14 and Sunday 15 September 2024 at the Arco della Pace and across Piazza Sempione, a green area that the people from Milan have always dedicated to sport and moments of relaxation and well-being.

Top Novelties for the 2024 Edition

New this year is the Multisport Arena, a versatile and multifunctional area to test yourself in various sports, from more traditional ones such as tennis and volleyball to trendy activities, including korfball and floorball, as well as a minigames hub designed for all ages. The 2024 event will also feature surprise activities by MypersonalBeauty related to beauty, and the creation of a phytofood menu in partnership with Dazi Milano.

Workouts, Silent Fitness, Mypt Urban Walk and Talks with Guests and Experts

As for fitness, don’t miss out on the workouts, as well as the acclaimed Silent Fitness sessions. Also returning are the Mypt Urban Walk, the famous walk in Parco Sempione, and the climbing wall to practice free climbing, as well as 3-on-3 basketball for great competitions among friends. There will also be numerous indoor experiences, with a Talk Zone where special guests will be present for in-depth meetings and free medical consultations.

Opportunities for Brand Partners

Once again this year, there are many special opportunities in full synergy with Mediamond and its Special Initiatives team, Brand On Solutions, to present original and engaging projects to the market and individual brand partners. An advertising campaign was created for Mypersonaltrainer Days by the marketing agency Casiraghi Greco& across multiple media outlets: newspapers, DOOH communications, radio, magazines, and social and digital platforms. In particular, the various MypersonalTrainer social and web profiles will recount the details of all the steps in the event, activities and partners involved, from the teaser phase to non-stop coverage over the two days, ending with a follow-up dedicated to the most significant and exciting moments of the event.

Brand Partners Already on Board

Through concerted work with Brand On Solutions, specific presence and visibility paths were designed and studied with all the brand partners that have already joined the event. Main partners: Dicloreum Ice, Dorelan, DR Automobiles, Givova. Partners: Centro Diagnostico Italiano, Danacol, Garden Gourmet, Gold Collagen, Humanitas University and Rio Mare.

For information and updates: https://www.my-personaltrainer.it/myptdays

Mypersonaltrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 14 million unique monthly users (source: Audiweb Total Digital Audience January 2024) and over 6 million followers on social media (source: Comscore Shareablee and Social Insights April 2024).

On Friday, 12 July, Gen Z idols will be in Giulianova (TE), in Piazza del Mare, for the new edition of Webboh Fest, the summer music event organised by Webboh, the first community dedicated to Gen Z and Gen Alpha, followed by over 4 million followers on social networks.

An evening of music and fun, during which many artists will take turns on stage from 8 p.m., including Vyperr, the Spanish creator with almost 10 million followers on TikTok, whose hit song ‘Supersonico‘ is climbing all the Italian charts and who has chosen Webboh Fest in Giulianova for his first performance in Italy. Then there will be Chadia Rodriguez, rap music star, to keep things going with Il Rosso and Fubbe, Twitch idols, and many other singers who are popular on TikTok and YouTube, like Pucho, Luk3, Ascanio and Lorenz Simonetti. The favourite creators of Gen Z and Gen Alpha will also be there, like acapodelglobo, a creator from the Power Talent Agency roster with over 2.4 million followers and the newcomer of the year at the Webboh Awards 2024, and Giorgia and Alice Mordenti. At the end of the evening, fans can continue the fun with a DJ set by Matteo Robert, one of the most famous Gen Z TikTokers in Italy.

And it’s not only music: during the first evening of Webboh Fest, hosted by Andrea Prada, Webboh will also entertain the audience with challenges and lots of fun (free admission). Backstage access will be narrated by Stardust House creator Lisa Luchetta, star of Webboh Backstage Secrets Summer Tour, the format born from the collaboration between Webboh and DeAKids (Sky Channel 601). Lisa will interview the stars of the event and report on the tour with exclusive content: clips will be available on the TV channel’s social media. From the afternoon onwards you’ll also get to receive numbered gadgets, which will allow you to take part in a special draw that will give you access to Webboh Fest backstage and follow the entire event from a special location: the backstage area. Radio Bruno, a partner for the festival, will follow Webboh on its tour, revealing on stage in Giulianova what the most popular songs of summer 2024 are.

The event’s sponsor is essence, the famous cosmetics brand from cosnova Italy, which will be showcasing the products of the Spring Summer 2024 collection together with popular creator, acapodeglobo. In the plaza at the totem-station equipped with a mirror, you’ll be able to take ‘a selfie for a kissable summer’ and receive the iconic Juicy Bomb lip gloss, one of the most popular products among Gen Z and Gen Alpha.

For those unable to attend, highlights of the event will be posted on Webboh‘s Instagram and TikTok profile stories.

Webboh Fest: the fun continues!

After the stop in Giulianova, the most entertaining music tour of the summer will continue in Rimini on 3 August and in Mirandola (MO) on 6 September. Lots of events are planned, and there;ll be plenty of surprise guests, with unmissable performances, music and shows. Summer 2024 will be unforgettable for the Webbohcommunity who’ll be with its audience, in-person on the Internet and on social media.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

The Wom, Mondadori Media’s all-digital brand that has always supported the LGBTQIA+ community, told the story of Milano Pride this year through numerous editorial initiatives.

Speaking for diversity and inclusion since its inception in 2022, the innovative social media and web magazine – with a total fanbase of more than 9 million followers – is dedicated to Gen Z and young millennials, generations for whom uniqueness is a strength and value that enriches themselves and others, going beyond labels. Through its editorial products, The Wom promotes a culture that affirms the free expression of personality through inclusive content and language, addressing key issues for younger generations, such as gender equality, self-acceptance and sustainability.

The Wom Loves Pride, the brand’s values in the squares of Milan

On Saturday 29 June, The Wom and its community celebrated Milano Pride, an annual event and benchmark for anyone wishing to promote the values of inclusion, acceptance, personal well-being and respect for others.

The Wom team – equipped with the environmentally friendly ‘The Wom Loves Pride’ cargo bike – engaged numerous participants from the very beginning of the parade in Via Vittor Pisani for an Ask&Tell session to raise awareness, support and spread Pride values.
A large number of people stopped by to answer questions posed by Noemi David, trend editor of The Wom, and share their experiences and support for those who advocate for social issues in the city and beyond. Many topics were covered, from the values celebrated by Pride events around the world to historical milestones that have marked the evolution of civil rights in recent years.

Interaction with participants also occurred through challenging quizzes on the world of LGBTQIA+, which led to IG stories in the style of a ‘challenge’, a real video reportage in the field.

Web and social media coverage for rainbow-themed storytelling

In addition to the favourable reception and ‘live’ participation, the success of the initiatives by The Wom was also reflected in the numbers. The numerous content items produced in recent months to inform and build anticipation for Pride, together with live coverage on the ground in June and subsidies from artists and public figures that support the values espoused by the brand – the social media interview given by Ariete, a singer and activist, is just one example – allowed the brand to achieve remarkable results in terms of traffic and engagement.

Through these initiatives, the content created and published in the last few days on Instagram and TikTok brought the brand a total of 3 million video views.

‘We are proud to contribute to a more colourful world. Together, with everyone’s work every day, we can make a difference in making our communities open and truly inclusive,’ says Daniela Cerrato, Digital Marketing Director at Mondadori Media. ‘This year, for the first time, we decided to continue to interact with our large fanbase and make the awareness-raising journey we have undertaken even richer, going far beyond the confines of Pride and social media.

Pride in EveryBody: The Wom for Virgin Active

To celebrate Pride month, The Wom also contributed as media partner to the Virgin Active Pride in Every Body event last Tuesday, 25 June. A talk led and moderated by Valentina Lonati, culture editor of The Wom, celebrated uniqueness in all its forms. The talk was attended by personalities from the LBGTQIA+ world such as Muriel de Gennaro, Giada Buldrini and Serena Galassi from the 2 mamme e 3 figli account, and the YouTuber and presenter Guglielmo Scilla. They talked about caring for one’s body and the way in which this can become a means of loving and accepting oneself, a philosophy that is at the heart of the values promoted by Virgin Active and The Wom. The message was also amplified through a video interview on Instagram with the three participants.

The project was realised in full synergy with Mediamond and its Brand On Solutions structure.

The Wom is an all-digital, social-first media brand dedicated to Millennials and Gen Z, a generation that views uniqueness as a strength and a value that enriches themselves and others. The Wom is a benchmark for younger generations on TikTok and Instagram, with a total fanbase of 9 million followers (source: Comscore Shareablee and Social Insights February 2024) and 10 million unique users on the Internet (Audiweb Total Digital Audience February 2024). The Wom Beauty: the first vertical channel dedicated to cosmetics for the young generation, under 35, Instagram and TikTok first with 1.2 million followers.