Media

GialloZafferano, Italy’s leading food media brand, continues its growth path in the United States with the launch of a new roster of Chef Creators, true ambassadors of Italian national culinary excellence, who are conquering New York City with their restaurants and cooking philosophy.

With almost 70 million followers on social media globally, GialloZafferano is now the fourth most important food media brand worldwide and the first player to promote the quality of Italian cuisine and products abroad with its content. The overseas presence represents an opportunity for Italian brands that want to strengthen their positioning in the American cooking market.

GialloZafferano landed in the US over a year ago with a strategy consisting of dedicated social media profiles, original content productions, iconic talent, and million-view results. It’s no coincidence that GialloZafferano Loves Italy, the social media account dedicated to internal audiences, has decided to promote the new wave of Italian cuisine, mixing tradition and modernity, which is a feature that’s necessary today in order to be able to communicate Italian products worldwide, especially to the US market.

This content offering is now joined by important new stars: Silvia Barban, Nicola Fedeli, Alberto Marcolongo and Riccardo Orfino. Together with GialloZafferano, four of the most successful and talented Italian chefs in New York will invent original recipes and content dedicated to the American market. Giallo ‘s communicative power and the chefs’ recipes will create an original mix of format and content capable of combining authority and quality with record-breaking reach.

From today, with GialloZafferano, Italian food brands will have a veritable food content factory of authentic and engaging content designed for an American audience at their disposal to promote their products.

And that’s not all: the project will also count on the involvement and passion for cooking of Cooker Girl, Aurora Cavallo, the food creator with over 2 million followers and the new brand ambassador for GialloZafferano in the United States, who in the coming months will be the star of GialloZafferano Loves Italy, the new English-language miniseries dedicated to the history and quality of Italy’s most iconic products.

THE CHEFS ON THE NEW GIALLOZAFFERANO ROSTER

Silvia Barban is the Executive Chef and co-owner of Larina Pastificio e Vino in Brooklyn (NYC). Her cuisine revisits local tradition with her energy, using seasonal and even unusual products from all over the world, which she combines with fresh handmade pasta. In the past, she has participated in several talent shows and TV programmes in the States.

Nicola Fedeli, with a series of experiences in the Tuscan region behind him, is Executive Chef at the Hotel Fasano in New York, now a standard for those who love classic Italian cuisine with a contemporary touch.

Alberto Marcolongo is the Executive Chef at Alain Ducasse’s Benoit in New York. After working at Davide Oldani’s D’O, and gaining experience in Paris, he landed in the US as sous-chef at Alain’s renowned bistro in Midtown (NYC). Alberto is considered one of the most promising Italian chefs, thanks to his ability to combine the use of excellent raw materials with international cuisine recipes.

Riccardo Orfino is the Executive Chef and partner of Osteria 57 and Alice in New York. After heading the first Bistrot di Aimo e Nadia in Milan – under the guidance of Chefs Fabio Pisani and Alessandro Negrini –, he moved to New York, bringing his experience with a new idea of contemporary, pescetarian and sustainable Italian cuisine.

GialloZafferano‘s new roster of chefs in the United States will be managed by Zenzero, Mondadori Media’s vertical food talent agency.

GialloZafferano is Italy’s leading food media brand on the Internet: every month 1 in 2 Italians cooks with GialloZafferano for a total of 19 million people (Audicom Nov 2023 – Jan 2024). It is the fourth largest food media brand in the world on social media, with a fanbase of 69 million followers (source: Internal Analyses and Shareableand Comscore Data 2024). Thanks to recipes within everyone’s grasp, it is available to people 24/7 on all channels: from the Internet to social media, from apps to smart devices, as well as magazines, books and local area events nationwide.

Zenzero exclusively manages the best food creators on the Italian digital scene. Created at the end of 2022 from the collaboration between GialloZafferano, One Shot Agency and 6 of the top food creators on the Italian digital scene, it has over 38 million followers and over 50 million video views. Zenzero Talent Agency represents a new point of contact between an extraordinary hub of creators and brand partners with the aim of setting up effective communication pathways that respond to the increasingly strong need of brands to tap into the passions, values and new languages of Generation Z as well.

Mondadori Media, Italy’s leading social and digital publisher, presented The Beauty Revolution! at the IAB Showcaseevent, the IAB Italia marketplace dedicated to digital content.

During the panel dedicated to the world of beauty, the latest Mondadori Media development was presented: from Mypersonaltrainer, a brand leader in the fitness and wellness sector, comes Mypersonalbeauty, designed for women over 35.

It’s a publishing offer that aims to speak to all generations. Mypersonalbeauty, which is more focused on beauty wellness and involves experts, is aimed at a target group of successful and well-informed women, complementing The Wom Beauty, dedicated to beauty lovers under 35, focusing on beauty and style inspiration and the hottest trends, narrated by creators who are part of the Power Talent agency roster with the recent addition of top beauty TikToker, Arienne Makeup.

Both brands are present on the Internet and on social media, and with The Wom Beauty’s over 1 million followers on Instagram and TikTok, and Mypersonalbeauty’s 1.3 million followers on Instagram, the two are already affirming themselves as brand leaders in the beauty sector.

As mentioned above, Mypersonalbeauty can count on a team of professionals, including doctors, cosmetologists, researchers, wellness coaches and beauticians, who will address topics such as anti-ageing, skincare, hair and nail care, and body and facial treatments through a variety of formats. There will also be weekly columns, videos, articles, test&tell initiatives, analysed and customised content, as well as the new themed hubs to keep up to date with the latest trends.

Through its publishing brands, The Wom Beauty and Mypersonalbeauty, and with the participation of Power Talent Agency talents, Mondadori Media highlighted the new trends in the beauty world during the IAB Showcase 2024, with a particular focus on target diversification and the values that have always made the three brands stand out: authenticity, authoritativeness, wellness inspiration, harmony, balance and freedom of expression, vision and talent.

Introduced by Daniela Cerrato – Digital Marketing Director of Mondadori Media -, Emanuela Frascà, Marketing Manager of The Wom, and Paola Pravadelli, Marketing Manager of Mypersonaltrainer/Mypersonalbeauty, took turns talking about the two publishing brands on the The Beauty Revolution! stage, and were joined by Arienne Make Up and Camilla Mangiapelo, Power Talent Agency talent, fitness and beauty coach, Federica Constantini, and Mypersonalbeauty beauty trainer, Angelica Amodei, who was enthusiastic in talking about the new beauty trends, the ability to involve communities on social networks, the opportunities to win over all generations, new formats and the possibilities for brands that want to talk to beauty lovers.

Lastly, Mondadori Media offered participants in the IAB Showcase a spectacular cooking show powered by GialloZafferano and Zenzero Talent Agency, with food creators Dany Resconi and Azzuchef (Azzurra Gasperini): special dishes designed to bring the world of beauty-wellness into the world of food.

Mondadori Media’s innovative MarTech Centre – created around the digital company AdKaora following the acquisition of Hej! in 2021 and then the Spanish media agency Adgage, completed a few months ago – aims to offer the market a wide range of next-generation marketing and advertising services.
The offering ranges from proximity marketing solutions to data-driven performance conversational marketing solutions, from mobile first video advertising solutions to a creative studio able to offer customers high-impact and highly effective advertising formats.

The synergies between AdKaora, Hej! and Adgage – which today make up Mondadori Media’s MarTech Centre – began at the end of 2022 with the aim of guaranteeing, from a technological standpoint, better development of new integrated solutions, to enhance the different professional skills available and to maximise commercial effectiveness and go-to-market.
It was a successful undertaking, cemented by the results achieved in 2023, which showed total revenues of more than 32 million euros, up by almost 30% compared to the previous year, alongside the team continuing to grow stronger, and which now numbers 80 professionals across Milan, Rome and Madrid.

GROWTH DRIVERS

International development is one of the strategy’s most important drivers. The acquisition of the Spanish company Adgage opened up important new international opportunities in 2023, starting in Spain itself and, in recent months, Latin America.
This allowed AdKaora and Hej! to expand into foreign markets and to extend the AdKaora Value Network, thanks to the entry of important new publishing groups worldwide, with entry into other European markets and beyond also planned for 2024.

The second development lever for the coming years is the search for companies that can be integrated in order to offer innovative and complementary solutions to the range of services already offered. A number of interesting special operations are already under consideration in this area.

The third area of development focuses on the strong ability of the in-house marketing, tech and innovation teams to continue developing new products by understanding the opportunities that technological developments provide ahead of time. Along these lines, AdKaora has recently launched new advertising solutions on the market, like Impact Video, a high-impact, full-screen mobile format that is part of an advanced total video strategy covering different channels and focusing on the most interesting current KPI: Attention. The effectiveness of AdKaora’s video formats has been proven by the excellent results in ‘The Attention Game’ research conducted by GroupM and by KPIs provided by third-party certifiers such as Lumen and DoubleVerify.

Proximity marketing has also taken a further leap towards even more effective coverage of the entire consumer funnel thanks to the partnership with Savi – a marketing technology company specialising in coupon-based shopper activation services – where the aim is to strengthen product consideration and purchase incentives through mobile couponing.

Consideration becomes a crucial stage to oversee in order to achieve more concrete results: 2024 will therefore see the consolidation of AdKaora and Hej’s! full funnel proposal, which combines the quality of products with branding focus of the former with the performance strength of the latter.
The strength of Hej! Lies in harnessing Artificial Intelligence at different product and analysis levels. Using its proprietary platform, which is increasingly advanced in terms of analysis automation, Hej! can offer its customers in-depth qualitative analyses aimed at optimising the results of the entire supply chain. With data collected in real time, it is possible to achieve optimal performance and act on the subsequent marketing steps, like processing a qualitative lead.

And it is specifically Generative Artificial Intelligence that the Mondadori Group intends to invest in significantly in the coming years, not least to support the growth of the MarTech Centre. In this respect, a major Open Innovation project will soon be launched, which will also see Mondadori Media at the centre of the AI-related revolution in publishing and marketing.

A NEW STRUCTURE FOR THE MARTECH HUB

In order to achieve its ambitious goals, the MarTech Centre has established a new organisational structure.
Reporting directly to Andrea Santagata, Managing Director of Mondadori Media, Davide Tran, formerly Director of AdKaora, was appointed as Director of the MarTech Centre, with the aim of implementing the new development strategy and maximising synergies.
Reporting directly to Davide Tran, Stefano Argiolas was confirmed as Managing Director of Hej! and appointed the Head of Artificial Intelligence for the Mondadori Group; Paolo De Santis, Co-Managing Director of Hej!, was appointed the Head of Development of New Acquisitions for the MarTech Centre.
To strengthen international development, Luca Nigro, former Managing Director of Adgage, was appointed the Director of Development for the MarTech Centre in LATAM countries; Francesco Binetti, Head of Operations at AdKaora, was appointed the Director of International Development for the MarTech Centre’s Publisher Solutions.
The central sales department is entrusted to Paolo Ingrosso, appointed as Sales Manager for the MarTech Centre, and Luigi D’Alterio, Sales Manager of Hej! and MarTech Centre’s direct customers, while Walter Ferrari assumes the role of Marketing Manager.

Webboh, the first community dedicated to Gen Z, celebrated its audience’s favourite talents during the much-anticipated Webboh Awards 2024. Now in its fifth edition, the event dedicated to the best Italian creators exceeded all expectations: 8 million online votes in less than 3 weeks to determine the winners, chosen from more than 150 candidates, divided into 16 categories. An exclusive evening with all of Gen Z’s top stars and idols that took place at Fabrique in Milan, and was streamed live.

THE LIVE EVENT

During the evening of 6 March, the awards ceremony took place, hosted byactress, TV and radio presenter Mariasole Pollio, together with host and comic creator Gabriele Vagnato. It was an event full of surprises on and off stage, including performances, photocalls, experiential corners and unmissable sketches. Among the participants, there were top unmissable Italian creators and many VIP guests, including Gerry Scotti, via video link, who announced the winner of the Top Creator category.

Also among the special guests were the star singers of the Sanremo Festival who performed the songs they performed for the 74th edition: Ricchi e Poveri ,with the new song, Ma non per tutta la vita, as well as the immortal Sarà perché ti amo; La Sad, with Autodistruttivo; and BNKR44 with Ma che idea and Governo Punk.

THE AWARDS ON SOCIAL MEDIA

The event was also a hit on social media, which added to the remarkable online response during the voting stage.
The posts, stories and videos published online by Webboh, and by the creators involved, together with the live streaming on Instagram and YouTube, achieved extraordinary results in terms of reach. In total, content related to the Webboh Awards 2024 reached more than 40 million people across all social platforms. These numbers testify to both the strong connection between Webboh and its audience and the enormous growth potential of its community.

WEBBOH AWARDS 2024

The more than 150 creators nominated for the awards were selected by Webboh on the basis of the content they published, the variety of their social offerings and the growth of their followers over the past twelve months. 16 award categories: Best TikTok creator, Best YouTuber, Best Streamer, Best Comedy Creator Male/Female, Couple of the Year, Drama Legend, Best Food Creator, Revelation of the Year, Best Value, Best Teen Idol Male/Female, Out of Drama, Best Fashion Creator, Best Beauty Creator and Best Meme.

Among this year’s developments: splitting the Best Creator Comedy category and awarding the Creator of the Year, chosen from over 150 nominees within 16 categories.

AWARDS

Best Tiktok Creator – Alice Perego: a Milanese creator born in 2003, she has 1.5 million followers on TikTok, 510,000 on Instagram, and almost 280,000 on YouTube. On social media, she narrates her life and shares viral trends.
Best YouTuber – Gianmarco Zagato: an established content creator for eight years, Gianmarco has 2.1 million subscribers on his YouTube channel, 1.9 million followers on TikTok and 772,000 on Instagram. On social media, he humorously recounts his life and tackles mysteries, horror stories, and news stories seriously and loves to test new products.
Best Streamer – Il Rosso: class of 2001. His Twitch channel, which has 348,000 followers, is the third most followed in Italy in the Just Chatting category (i.e. the category that puts any streamer at the centre of the show and allows them to communicate directly with their viewers).
Revelation of the Year – acapodelglobo: Giulia Berettini, a young content creator, brings her world of creations and inspirations to social media. An artistic streak combined with a great passion for impressions. She is constantly looking for the latest trend with which to entertain her fanbase of over 2 million users.
Best Creator Comedy Male – Dany Cabras: co-host of this year’s PrimaFestival di Sanremo, the Sardinian creator-comedian entertains over 5 million followers with sketches centred around family.
Best Female Comedy Creator – Rita QueenJ: eclectic artist, singer-songwriter, dancer, Neapolitan producer, on social media she turns into a comedian to tell her life story and create comic sketches. She has 1.8 million followers on TikTok, 307,000 on Instagram and 227,000 on YouTube.
Best Fashion Creator – Federica Scagnetti: a Roman creator born in 2003, she has 2.7 million followers on TikTok and 879,000 on Instagram. She talks about her life during her “Get Ready With Me” videos, where she puts on her make-up and shows off her outfits, which are always different.
Best Food Creator – 2foodfitlovers: Raffaele Del Piano and Caterina Piccirilli have been together since 2009 and discuss their two passions, food and fitness, on social media with content that fuses innovation, creativity, wit, and food that is both healthy and tasty. They have 1 million followers on TikTok and 675,000 on Instagram.
Best Meme – Cara with Zeettaa: she created a real catchphrase by bringing an expression she also used outside of social media to TikTok, where she has more than 1.7 million followers.
Drama Legend – Gaia Bianchi: she is one of the best at staying centre stage: whatever she does is discussed and talked about, and she is followed by 3.3 million followers on TikTok and 2.2 million on Instagram.
Out of Drama – Allydollina: a young mother who recounts her family and working life in a cheerful and light-hearted manner. She has 2.5 million followers on TikTok and over 700,000 on Instagram.
Best Value – Valeria Vedovatti: born in 2003, she boasts 1.4 million followers on Instagram, 2.9 million on TikTok and 792,000 on YouTube. She shares her days trying to bring a smile to those who follow her and raise awareness about Eating Disorders.
Best Beauty Creator – Arienne Makeup: beauty tik toker with over 6 million followers, followed by curious, interested, affectionate young people. As a make-up artist, Arienne loves to share fun, playful and eye-catching looks, always accompanied by a sparkling, ironic and fresh tone of voice.
Couple of the Year – Luca Campolunghi and Alice Muzza: they have 2.7 million and 1.2 million followers on their TikTok profiles respectively, and 760,000 and 445,000 followers on their Instagram profiles, respectively, and chronicle their lives and their life as a couple. They are part of the Stardust House.
Best Teen Idol Male – Matthew Robert: his lipsyncing and dance moves are viewed hundreds of thousands of times by 2.5 million followers on TikTok and 687,000 on Instagram. He is the host of RDS Next. He is part of the Stardust House.
Best Teen Idol Female – Lisa Luchetta: host of RDS Next, talks about her life, which is divided between the studio, the social media world and radio. She has 2.5 million followers on TikTok and 810,000 on Instagram.
Top Creator – AleDellaGiusta: YouTuber and content creator who travels around Italy and abroad to visit special, but dangerous and inaccessible places. His content stands out for its excellent production quality. His channel has 973,000 subscribers.

PARTNERS

The event partners created real shows in the show, with live experiential activities and cross-media storytelling on Webboh‘s social media channels, supported by the use of several creators, as well as the presence of the Awards on all platforms. Specifically:

• a unique, sharing experience with Ringo‘s Caramel Twist: a photobooth where creators left a special dedication to be shared via a GIF on their community;
• two engaging performances by Giochi Preziosi, with Canta Tu, the iconic Karaoke machine that can be easily used anywhere, “even on the moon!”, hence the lunar setting of the corner;
• the YOUROSCOPE corner by Astra make up, the beauty brand made in Italy, where an astrologer and a make-up artist gave colour and shape to the guests’ astral profile;
• for the second year, one of the main partners was Phobia Archive, which conveyed its message of a mix of fashion, music and street culture by branding the DJ console and the jersey, made exclusively for the event and worn by some of the talent present;
• also starring the highly anticipated new Italia Shore series , available exclusively from 4 March on Paramount+, the first Italian version of the popular MTV show. Also on stage with Matteo Diamante – homeowner, fun manager and party planner of the new program – were other cast members.

Instagram, the media partner for the Webboh Awards, has launched the Fanta Webboh Awards by Instagram for the first time, a competition dedicated to over 150 creators nominated with the aim of rewarding those who were able to involve their community the most: the award went to Rita QueenJ.

The Webboh Awards have cemented themselves as an important place in terms of visibility and brand amplification on Generation Z, thanks also to the partnerships built by the Mediamond agency.

To emphasise the social soul of the event, in addition to the 200 guest creators, the BeaBar, the bar created by Beabaru, the creator now famous for her glitter cocktails, and the legendary Donato, with his brand of ‘Mollica o Senza’ paninis, who has two sales outlets, one in Naples and one in the centre of Milan, were also there.

WEBBOH AWARDS 2024 FULL RANKING (TOP THREE):

1. Best TikTok Creator: Alice Perego 16.36%, Mattia Stanga 13.32%, Carlotta Fiasella 12.15%
2. Best YouTuber: Gianmarco Zagato 22.36%, Riccardo Dose and Dadda 21.21%, Space Family 17.46%
3. Best Streamer: Il Rosso 33.27%, Grenbaud 20.1%, Lollo Lacustre 14.47%
4. Best Comedy Creator Male: Dany Cabras 30.31%, Mattia Stanga 12.94%, Leo Bonni 12.87%
5. Best Comedy Creator Female: Rita QueenJ 24.75%, Chaimaa Cherbal 20.86%, Cecilia Cantarano 13.79%
6. Couple of the Year (the one who made your heart beat faster): Alice Muzza and Luca Campolunghi 22.04%, iMazzegaro 16.88%, Greta Santarelli and Daniele Riti 14.68%
7. Drama Legend (who sparked or was* most at the centre of drama): Gaia Bianchi 19.02%, Maria Sofia Federico 15.54%, Vittoria Lazzari 15.16%
8. Best Food Creator: 2FoodFitLovers 41.16%, Nonna Silvi 11.99%, Benedetta Rossi 11.19%
9. Revelation of the Year: acapodelglobo 27.64%, Anastasiia Pazzeska 15.35%, Sara Esposito 12.39%
10. Best Value (those who use social media to send important messages): Valeria Vedovatti 20.7%, Jenni Serpi 19.54%, Momo and Raissa 16.26%
11. Best Teen Idol – Male: Matteo Robert 28.86%, Alberto Tozzi 20.03%, Davide Vavalà 11.29%
12. Best Teen Idol – Female: Lisa Luchetta 23.35%, Alice Perego 16.76%, Iris Di Domenico 13.94%
13. Out of Drama (those who stood out without hype, drama or dissing): Allydollina 52.83%, Donato Con Mollica or without 14.25%, Fraffrog 11.89%
14. Best Fashion Creator: Federica Scagnetti 31.48%, Rachele Santoro 17.83%, Noemi Piunti 14.09%
15. Best Beauty Creator: Arienne Makeup 41.25%, Nicole Pallado 16.61%, Hanna Braids 8.07%
16. Best Meme: Zeetta (Cara) 26.7%, Bela fisica (Angela) 14.45%, Gerry Scotti 11.02%
17. TOP Creator (chosen by the nominated creators): 1 – AleDellaGiusta, 2 – Cooker Girl, 3 – Cecilia Cantarano

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 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 3.7 million unique monthly users (source: Audicom November 2023). 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.

AdKaora and Hej!, the Mondadori Group’s MarTech Centre digital agencies, and Savi, a marketing technology company specialising in managing shopper activation services using discount coupons, have been chosen by Sofidel, a leading manufacturer of paper for hygienic and domestic use to promote the Regina Asciugoni product with a proximity marketing campaign aimed at distributing digital discount coupons.

The campaign ran online in November and December 2023, together with Wavemaker, and was aimed at product awareness and drive to store, through multichannel planning: standard and interstitial display, push notifications, formats and notifications on the Stocard app, Hej! social media. All these formats were shown to the target group of shoppers and frequent shoppers nearby Esselunga sales points and let them get on Savi’s form or on Hej!’s “AI based” conversational landing page, in the case of social media, with the aim of getting the users to download the coupon.

The project’s goal was to intercept the target audience nearby the relevant sales points for the campaign and tell them about the existing product offer, influencing the shopper journey through mobile couponing. According to research by Iri FMCG Demand Signals, more than 40% of Italian households search for discounts and offers when shopping.

The results were positive: on four different placements (AdKaora network, Push Notification, Stocard, Hej!) the campaign reached about 1 million users and about 24,000 users lgot to the landing pages, and over 4,000 coupons were generated.

Moreover, a CTR on AdKaora display formats of 1.63% and on push notifications of 2.45% were recorded, confirming the users’ interest and consideration for the product and the offers activated.

The combination of AdKaora’s advanced proximity marketing suite and Savi’s shopping activation technology enables brands to enhance their marketing strategies, boosting brand awareness, consideration and conversion through the integration of Savi’s technology in the main sales point checkouts and through AdKaora and Hej!’s multi-channel planning. This makes it possible to engage users at the points of interest involved in the campaign, but also to gather important insights for brands about consumer behaviour through footfall and post-campaign analysis.

AdKaora and Savi are active with digital coupons on a major retailer network covering several large-scale retail chains in Italy, including Coop, Acqua e Sapone, Iper, Esselunga, and Carrefour. Savi’s platform is integrated with the ecosystem of individual retailers and allows the shopper to redeem promotions in every large or small sales point increasing product consideration and encouraging impulse purchases.

Andrea Zermian, Sales and Marketing Director for Savi said: “From the outset, Sofidel showed great interest and confidence in the proposal we presented to the market through our partnership with AdKaora. The results were encouraging and this further strengthens the partnership’s development prospects. Today, we are able to offer brands an end-to-end, measurable, omnichannel tool that closes the circle of every promotion by providing timely data on both consideration, thanks to issuing coupons, and actual conversion, thanks to the use of coupons at checkouts. This means it’s not only a matter of engaging customers when they are inside the sales point doing their shopping, but also in the consideration phases: announcements, supported by having a voucher, positively impact on perception by leveraging a concrete benefit that supports the customer through the subsequent phases of the funnel”.

Davide Tran, CEO of AdKaora, stated: “Together with Sofidel and our partner Savi, we wanted to achieve very specific communication goals, such as reinforcing product consideration and encouraging purchase by using digital coupons. In addition to achieving high reach numbers with multi-channel planning, another important result was the collection of qualitative leads through Hej!’s conversational marketing, which enabled significant performance in terms of coupon generation and redemption at the sales point. We would like to bring continuous innovations into proximity marketing strategies not only for distribution channels but also in terms of results by adding other “last mile” solution that give a nod to customers’ wishes”.

Chi, Italy’s most-read people magazine with 1.5 million readers and 800,000 followers on Instagram, was present with its editorial team for the first time at the Italian Sanremo Festival, recording excellent performances thanks to its numerous initiatives.

With more than 230 special content items, including video reels, Instagram stories and posts dedicated to the Festival, Chi’s official Instagram account racked up more than 17 million views (+352% compared to 2023) and 815 thousand likes and comments (+130% compared to 2023), proving itself to be the undisputed channel for contacting readers and fans, reaching a record audience of 12.5 million users (source: Iconosquare).

The rich programme of Sanremo appointments from Tuesday to Sunday, 6–11 February was presented by the journalists and social faces of Chi: Azzurra Della Penna, Valerio Palmieri, Carmen Pugliese and Gilberto Savini. It achieved extraordinary results, from Caffè Forte and Commenta look in the morning, to special afternoon episodes of the CASA CHI format, which became a veritable living room for the Festival, hosting numerous personalities from the world of entertainment. Cecilia Rodriguez, Ignazio Moser, Ginevra Lamborghini, Enzo Miccio, Francesco Facchinetti, Giorgia Venturini, Ivana Mrázová, along with Federico Basso and Alberto Urso remote from Canada, are just some of the friends who animated the talk in the villa used as a recording studio. They presented both in-depth and light-hearted moments related to the Festival and its inevitable rumours under the guidance of Casa Chi presenter Sophie Codegoni, who joined the Chi journalists for the occasion and held face-to-face meetings with various singers in the competition, such as Il Tre, The Kolors, Geolier and Mr Rain.

The cameras and microphones of this weekly magazine directed by Massimo Borgnis were also a regular at exclusive events around the city of Sanremo, where they met up with the singers and other well-known figures. Taking an informal, playful attitude, Chi recounted the most emblematic moments from a memorable edition of the Festival, including the final evening, which saw winner Angelina Mango take centre stage.

Chi’s official partner at Sanremo is Caffè Motta. Piemme, Chi’s exclusive concessionaire for magazines and social media, played a crucial role in this brand integration project, which led to the collaboration between Chi and Caffè Motta for the 2024 edition of the Festival.

Chi’s Instagram link

Chi, Italy’s most widely read weekly gossip magazine, with an audience of almost 1.5 million readers and almost 800,000 followers on Instagram (Source: Audicom – Audipress system 2023/II), tells the stories of the public’s most loved and followed personalities, ranging from the world of entertainment to politics, from sport to fashion and lifestyle. The attention given to photo quality, the constant search for news and above all the exclusive and trusting relationship with celebrities are what make the magazine unique. Making a name for itself from the very start thanks to its absolutely original format for Italy, Chi combines the stories of the ‘natural stars’ and gossip with space dedicated to fashion and beauty.

For the first time this year, Webboh – a Mondadori Media brand and Italy’s first community dedicated to Gen Z – played a leading role during the week in Sanremo with the Marlù Webboh Vibes: the 20-hour fun-filled happening show created together with Marlù – a well-known jewellery brand born from the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri. It had an incredible response from the on and offline audience and the participation at the event by all the top singers and creators that Gen Z loves the most.

RECORD NUMBERS ON SOCIAL MEDIA

Astonishing data from the social media profiles that have achieved to date almost 20 million reaches, 13 million video views and 5 million total interactions: on the final night alone Webboh entered the top five most viewed social media accounts with over 1 million interactions (source: First Communication, Sensemakers’ ranking).

The website Webboh.it also saw more than 1.6 million page visits, thanks to its continuous news coverage, stories and backstage insight, which is a +12% increase compared to 2023. The digital coverage, aimed specifically at Generation Z, benefited from 100 pieces of content published on Instagram and TikTok, including posts, news on the website and exclusive video interviews with the singers in the competition, and over 81 thousand teams registered in Webboh’s FantaSanremo League.

THE HAPPENING SHOW

An exclusive schedule, full of events and original content, including five days dedicated to raising awareness on value issues dear to Gen Z (green issues, bullying and cyberbullying, eating disorders, LGTBQ+, animal abandonment), which took place on the stage of the truck transformer inside the Festival Village in the Villa Ormond Park. The happening show brought in thousands of attendees and 70 guests, including such singers as Annalisa, Alfa, and Ghali along with Rich Ciolino, Clara, Albe, Irama, Il Volo, Il Tre, Mr. Rain, Fred De Palma and creators from the Power Talent Agency like Arienne Makeup, acapodelglobo, Gianmarco Zagato, Diletta Begali, Giulia Bellu, Ramon Agnelli and Ella’s Books as well as other talents like Valerio Mazzei, Bella Gianda and Space Family.

Also on stage were special guests like José Sebastiani, son of Amadeus, who was a guest on the show for several days, Leo Gassman as an ambassador for Bulli Stop for the day dedicated to the fight against bullying, and creators Joey and Rina, Valeria Angione, NewMartina, Papà per Scelta, Lisa Luchetta, Giulia Penna, Elena Hazinah, as well as Enzo Miccio, the reigning Miss Italia  Francesca Bergesio, and Lorenz Simonetti as a regular guest, who created La canzone di tutti, Marley, the civil protection superhero, already a guest at the Festival, and many other celebrities.

The “Unplugged – Spazio al talento” show, presented by Andrea Prada along with Gen Z’s favourite faces, was a great success, with over 60 established and up-and-coming singers, including Valerio Mazzei, Cricca, Federico Baroni, Niveo and Crytical from Amici, as well as the winner of Io Canto Generation, Marta Viola, Pucho and million stream artists like Diego Lazzari, Random, Nashley, Luk3 and many other young singers. Each of them received a plaque of recognition from Marlù with a QR code with the video of their performance.

VALUE-RELATED INITIATIVES

On 7 February, special guests took the stage: director Giovanni Nasta and producer Simona Gobbi, who presented the short film Paracadute produced by Versus, Lupin Film and Simona Gobbi, with the collaboration of Marlù. The film deals with the topic of bullying in an original way from an unconventional point of view.

Webboh and Marlù also reiterated their commitment to value issues. As part of the Words Can Make a Difference initiative, both the audience in attendance and those at home on social media, were asked to leave a word on a virtual blackboard. The young creator and singer-songwriter Lorenz Simonetti then transposed the most significant phrases musically, creating a song entitled La Canzone di tutti, presented on Saturday, 10 February on the last day of the event.

The collaboration between Webboh and Marlù, made possible thanks to the Brand On Solutions team, the unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company, is a true integrated partnership that – from the naming of the event to the creative concept, to the coordinated image across all communication channels, to the boosting on all the social media of Webboh and the creators involved – aims to reach and raise awareness among the wider Gen Z audience with exclusive value-based content created ad hoc.

In order to maximise communication to promote the Marlù Webboh Vibes event, Mondadori Media involved social media, the Webboh brand website and the Mondadori Media network, the creators and talent of Power Talent Agency, as well as overseeing attendees in collaboration with the Villaggio del Festival, sponsored by the City of Sanremo, both inside the Village and on giant screens positioned in strategic parts of the city.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces

During the week for the 74th edition of the Sanremo Festival, Webboh, the first Italian community dedicated to Gen Z, asked its audience to vote for the competing singers and choose their favourite song, using an instant survey on its Instagram channel and produced by Webboh Lab, which more than 15,000 under 25s responded to in just 24 hours.

According to Gen Z, the undisputed winning song of the 74th edition of the Italian Music Festival is “I p’ me, tu p’ te” by Geolier, a Neapolitan singer, a leading artist on the Italian rap scene, much loved by Gen Z with lyrics written and sung in his city’s dialect, Neapolitan. The song is about the sweet feelings experienced after the end of a romance.

According to under 25s, this is the top five of the Sanremo Festival 2024:

1. Geolier – I p’ me, tu p’ te
2. Mahmood – Tuta Gold
3. Annalisa – Sinceramente
4. Alfa – Vai!
5. Irama – Tu no

AMADEUS BELOVED BY GEN Z: THEY WANT HIM BACK IN THE NEXT EDITION

Interesting data emerged from the instant survey, and not only on the musical tastes of young people: Amadeus’ hosting is once again proving to be a winner for 96% of those interviewed, and 93% would like him to host the next edition of the Festival as well.

SANREMO ISN’T JUST THE ITALIAN FESTIVAL; IT’S ALSO AN OPPORTUNITY FOR YOUNG PEOPLE TO DISCOVER NEW ARTISTS

Unexpectedly, 83% of young people followed the music event on television on RAI, and 60% considered it something special that they wanted to experience with friends and family, confirming that the music festival continues to be a great group event for Italians, who increasingly use the Festival to discover new artists (85%).

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 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 3.7 million unique monthly users (source: Audicom November 2023). 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.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as its scientific director, 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.

An exceptional festival for Tv Sorrisi e Canzoni. The Mondadori Group’s brand, a point of reference in the world of entertainment and Italy’s leading weekly in terms of circulation and readership with over 2.6 million monthly readers, obtained an extraordinary success following the numerous initiatives and content dedicated to the Italian Song Festival, reaching sensational numbers on all channels.

OUTSTANDING NUMBERS FOR VISITS AND VIEWS ON THE WEBSITE AND REGISTRATIONS TO FANTASANREMO

As in the previous years, Sorrisi.com offered a preview of song lyrics, artists’ setlists, audience data and a detailed account of the evenings with the most representative images of this edition, and it totalled over 12 million visits to the site (+33% compared to 2023) and almost 19 million page views (+27% compared to 2023). In addition, the official FantaSanremo Sorrisi league – one of this year’s many novelties – registered almost 60,000 entries in just 15 days.

THE COUPLE ALDO VITALI AND GIULIA SALEMI MAKE FOLLOWERS GO CRAZY ON THE BRAND’S SOCIAL CHANNELS

Director Aldo Vitali’s decision to have an exceptional social co-host like Giulia Salemi turned out to be a winning move.

The undisputed protagonist for viewers was, in fact, the Instagram account of Sorrisi which, in just 30 days from the cover shoot to the content produced from 4 to 11 February reached over 8 million video views and almost 15 million people (+131% compared to the same period in 2023), with an average engagement increase of 21% and even 48% more comments than in 2023. In the Sanremo week alone, more than 450 original contents were produced including videos, live stories and live streaming with a schedule full of special events.

In addition to the already established formats such as La colazione and L’aperitivo con il direttore, the format with Giulia Salemi Ce l’ho, mi manca! was launched, which, on the brand’s Instagram channel, together with the pre-Festival interviews, reached more than 6 million views. Another successful experiment turned out to be the Ti ho fatto capitano format on Giulia Salemi’s Tik Tok platform, which has totalled over 26 million views to date.

THE EXCLUSIVE DOUBLE COVER IS BACK

Great success for Tv Sorrisi e Canzoni also at newsstands, with coverage of over 1.5 million copies for the three issues dedicated to the Festival. The third and final issue, available from 11 February, features the peculiar “double cover” with the eagerly awaited photograph of winner Angelina Mango and the two finalists Geolier and Annalisa, taken in the editorial office immediately after the announcement. Inside the issue, almost 50 pages of Sanremo special with the reportage of the week: from the Opening Party, attended by more than 400 guests, to the personalities welcomed in the editorial office, from behind the scenes of Sorrisi to the backstage directly from the Ariston.

We thank Caffè Motta, Divani&Divani by Natuzzi and Calligaris, INSTAX by Fujifilm, Koelliker Group – Mitsubishi, Profumiamo Profumiamo, Vitality’s and Witor’s: the customer partners involved by Piemme, the exclusive distributor of Sorrisi and Mondadori Media magazines.

Here is the video of Sorrisi week in Sanremo.

TV Sorrisi e Canzoni is the leading brand for TV and entertainment fans, reaching a total monthly audience of 2.656 million readers (source Audicom – Audipress system 2023/II), 3.1 million users (source Audicom, November 2023) and over1 million fans (source social insights IG, FB, Twitter, YouTube), thanks to a multi-channel system comprising the magazine, the website, the socials, and the events and side products.

Today, for the National Day Against Bullying and Cyberbullying, the stage at Marlù Webboh Vibes in Sanremo was tinted BLUE to reflect the topic of the day. To raise awareness among young people, experts in the field were invited to the stage, and the results of the instant survey conducted by Webboh Lab were presented. Over 9,000 young people from the Webboh community between the ages of 13 and 20 responded to the survey in 48 hours.

Seventy per cent of respondents say they have felt bullied, confirming a dramatic trend already highlighted by events in the news.

When asked directly whether they have ever been a bully, 66% answered negatively. However, one in three admitted to being a bully, which expresses possible overlap between those who are bullied and those who, after being bullied, become bullies themselves.

According to 60% of respondents, bullying is not gender-specific, but a behaviour adopted equally by boys and girls, and for more than 75% of respondents, school is where bullying and abuse are most prevalent. For 68% of respondents, bullying is something that has always existed and it can affect victims of all ages.

The research outlined 4 profiles of ‘bullies’:

The Shadow (50.2%) is driven by personal insecurities and family problems and seeks acceptance through harmful behaviour. This person is a victim of bullying and shows a lack of empathy, with difficulties communicating and managing inner conflict, and requires external support to break the destructive cycle.

The Heartless Tyrant (20.9%) acts with deliberate malice and lack of empathy, motivated not by insecurities, but by a desire to dominate. This person is emotionally isolated, with a tendency not to seek support, and requires intervention to develop empathy and constructive strategies to resolve conflicts.

The Angry Fury (15.4%) is motivated by economic hardship and anger, expressing aggression not to gain fame, but as a direct result of frustration. This person shows a tendency to avoid confrontation and seek isolation, and requires strategies to manage anger and improve social relationships.

The Fake Fragile (13.5%) acts to compensate for vulnerability and lack of family support, often without intending to hurt the other person. Trapped in a cycle of anger and frustration, with difficulty managing conflicts and a tendency not to communicate problems, this person requires support to develop resilience and face challenges.

Webboh Lab, stemming from an encounter between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as scientific director, is the first permanent observatory on Gen Z. Webboh Lab 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.