Media

The platform of Mypersonaltrainer, a brand leader in health and wellness, has now expanded with Mypersonalpet, the new digital world — social network and website — designed for all animal lovers.

Pets are a source of well-being, contributing to improved quality of life, and they are now considered actual members of the family.

The growth of the pet market, which was also accelerated by the pandemic, has led to a parallel increase in the need for information, news, and guides on various aspects of their health and well-being.

Mypersonalpet aims to meet the desire for information for those who have chosen to open their homes to the love of a pet, not only dogs and cats, but also rabbits, birds, and fish.

Through collaboration with an exclusive network of authoritative professionals, rigorously selected among doctors, veterinarians, biologists, psychologists, ethologists, and trainers, pet lovers will be able to find useful advice and tips on nutrition, hygiene, and keeping their four-legged friends (and others) fit.

The Instagram profile @mypersonalpet, which has more than 330,000 followers, has registered 500,000 interactions and a reach of 4 million people in the last month, thanks in part to engaging visual posts on key topics with infographics, reels, and carousels.

In addition to complementing the main Instagram page @myptrainer, Mypersonalpet works with a network of experienced contributors and more than 30 top creators, as well as through collaboration with the Power and Zenzero talent agencies. The profile promotes an innovative narrative of personal & family wellness and provides information on touching stories and current social issues related to pets. There is no shortage of space for viral stories with intriguing and engaging formats such as “Pet dramas”, and more relaxing topics such as “Fashion & Accessories”.

Mypersonalpet officially launched at Mypersonaltrainer Days 2023, with volleyball player Cristina Chirichella and her dog Chichi acting as special representatives. The brand is dedicated to pets within the Mypersonaltrainer world, which 14 million people already access each month looking for information, tutorials, and advice regarding health, fitness, and personal wellness.

Mypersonalpet complements Mypersonaltrainer and Mondadori Media in the pet sector, and will work in full synergy with Mediamond and its dedicated unit, Brand On Solutions, to bring individual brands, innovative and effective branded content initiatives, and influencer marketing projects to the market.

Monge, a leading pet food company, was the first brand to believe in Mypersonalpet, investing in this new project during its launch.

AdKaora, the Mondadori Group digital agency specializing in user-centric mobile advertising and proximity marketing, was chosen by Boehringer Ingelheim to promote the launch of a new antiparasitic tablet available for purchase without a veterinary prescription, with a combined proximity marketing and digital out-of-home strategy.

The campaign appeared online in May and June and was managed together with Hearts&Science. The objectives were product awareness and drive to store, achieved by combining high-impact creative formats with advanced proximity tools. The result was a highly effective circular, multichannel project involving more than 2,000 pharmacies and nearby digital totem circuit.

To boost product awareness and encourage footfall in the related stores, the strategy involved the delivery of a mix of geolocal mobile display advertising and near-store push notifications, shown to customers near the related stores to direct users to AdKaora’s proprietary technology, Find&Go Now! It consists of a specially created interactive map customized with brand-recognition elements to guide consumers to the nearest store that carries the product.

The results were positive. The engagement rate stood at 26.4% and the footfall analysis showed that visitation uplift, i.e. the increase in visits to points of interest, reached 41.9%.

Francesca Santoro, Digital Brand Specialist Boehringer Ingelheim: “Working closely with stores through a multi-touch point approach is key in getting users to go the last mile. The activity with AdKaora in 2023 allowed us to bring a lot of people to pharmacies in just a few weeks”.

Davide Tran, CEO AdKaora: “The proximity marketing project implemented together with Boehringer Ingelheim shows the success of a multichannel planning, which acts effectively across the entire consumer funnel. From display formats that reinforce user engagement to push notifications that aim to intercept them at micro-moments of interest, combined with footfall analysis that measures increased visits to the related stores, the strategy has allowed us to achieve important results with great customer satisfaction and compliance with the required KPIs. In addition, by integrating the DOOH channel, we were able to plan hyperlocal content on the main digital systems in major Italian cities. Users exposed to the dual mobile and digital out-of-home channels had significantly higher visit rates and visitation uplift performance than users affected by only one of the channels”.

Stemming from a collaboration between Giallozafferano, the most popular food media brand in Italy, Oneshot Agency, a company that has worked for years in management and digital communication, and 6 top food creators — Daniele Rossi, Cooker Girl, Diletta Secco, Rosy Chin, Andriana Kulchytska and Luisa Orizio — Zenzero Talent Agency has become the landmark in the food influencer market in just a year.

Zenzero has always worked with the best Italian food creators to enhance their distinctive positioning and create synergistic online and offline pathways. Thanks to its partners’ experience, the agency has attracted unique talents, investing in promising new faces in the food scene. The co-founders are joined by another 20 food-creators, allowing the Talent Agency to reach over 30 million followers, 50 million video views, and 40 million monthly interactions, involving all tastes and cooking styles.

New research entitled “Italiani & Influencers” — released yesterday and conducted by BVA Doxa in collaboration with Mondadori Media — found that Zenzero creators are among the most followed by Gen Z in the food segment, playing a decisive role in the purchasing process.

Over the past twelve months, more than 200 influencer marketing projects have been carried out, including branded social content, multi-platform projects involving radio, TV, and participation in Italian and international events, such as the Giffoni Food Festival, the Summer Fancy Food Show in New York, and the Speciality Fine Food Fair in London.

Through its synergistic collaboration with Giallozafferano, Zenzero Talent Agency has managed to develop valuable experiences in its first year, with effective language and innovative communication capable of capturing the public’s attention with a focus on younger generations. The next goal is to promote the spread of Italian cuisine and products in the United States by offering integrated media output in collaboration with Giallozafferano.

Alessandra Rigolio, CEO of Zenzero, says, “Celebrating the first 12 months of Zenzero Talent Agency is a source of pride. It has been a successful year, thanks to our extraordinary hub of creators and a passionate team that strives to follow, support, and enhance the talent of each creator every day. As we look towards the future, we will continue to support our creators by developing unique and engaging projects and content with them, designing formats that meet the public’s changing needs”.

Among the upcoming news there is the publication of cookbooks by some of Zenzero’s most beloved food creators, planned for this fall.
There will surely be innovative projects and increasingly distinctive communication products created in collaboration with Mediamond, which will not only rely on social networks but also involve TV platforms and podcasts.

Progresses of Artificial Intelligence in science and everyday life, robotic zoos, time travel in Virtual Reality, and even science-themed escape rooms, insights on medicine, sustainability, and novel points of view: that’s Visions, the theme that will be explored and experienced at Focus Live 2023, a project created by Mondadori Media, Mediamond and Museo Nazionale Scienza e Tecnologia Leonardo da Vinci in Milan, scheduled November 3 to 5. 

The Festival of Knowledge conceived and organized by Focus – the Mondadori Group magazine directed by Raffaele Leone as well as the most widely read monthly magazine in Italy by enthusiasts and those curious about technology, science sustainability and innovation – reaches this year the sixth edition and confirms its successful format that, in 2022, won and involved more than 15 thousand visitors in attendance and obtained more than 250 thousand interactions on social media.

“Having reached the sixth edition, I can say that this knowledge festival is increasingly Focus and increasingly Live,” says the director Raffaele Leone. “More and more Focus because the spirit is that of the magazine: to increase knowledge by stimulating curiosity and fun. More and more Live because we are striving to find formats and events that are not just a live meeting with scientists or popularizers but in which we experiment with all available technologies (augmented reality, viewers, samples of the metaverse) to “immerse” ourselves in knowledge. If we then add other disciplines that we enjoy such as music, theatre and science, you go a full circle.”

Focus Live, open to the public and completely free of charge (reservation required), for the past six years has aimed to illustrate with popular language the horizons of human knowledge: from physics to medicine, from biology to genetics, from environmental advocacy to technology to digital communication. Innovation, creativity and curiosity will be the guidelines of this special edition, which will feature over a thousand square meters available to visitors, with 40 installations, five thematic areas and a very rich program of meetings, talks, workshops, performances, in the company of nationally and internationally renowned scientists, popularizers and creators.

This year’s Festival of Knowledge once again comes to life at the Museo Nazionale Scienza e Tecnologia, the largest technical-scientific museum in Italy, a bridge between the past and future of scientific culture for 70 years. In this edition, the audience will be able to range between artificial intelligence, interactive digital art installations and Virtual Reality.

Among the protagonists of Focus Live 2023 will be, among others: navigator Giovanni Soldini, who will speak in the form of a hologram, Ilaria Capua, who will bring her show on circular health together with actress Antonella Attili, immunologist Alberto Mantovani, the physicist Alessandro Vespignani, the botanist Stefano Mancuso who will try his hand at a performance straddling science and music with an ensemble of the Milan Symphony Orchestra, the president of the CNR Maria Chiara Carrozza, the philosopher Luciano Floridi who is one of the foremost experts on artificial intelligence, disclosers such as Barbara Gallavotti, Silvia Moroni (sustainable talk), Massimo Temporelli, TikTok star professor Vincenzo Schettini, explorer, mental coach and environmental popularizer Alex Bellini and TV host and author Carlo Conti, who will receive the Telegatto from the director of Tv Sorrisi e Canzoni, Aldo Vitali.

Also on stage will be astronauts including Roberto Vittori, sportsmen such as Mike Maric, former world freediving champion, and former AC Milan and national team coach Arrigo Sacchi, who will talk about technology and artificial intelligence in soccer.

Closing the packed three-day schedule will be evolutionary scientist and popularizer Telmo Pievani and actor Marco Paolini, in a science show dedicated to Charles Darwin, one of the most visionary scientists in history.

What’s new
There are many new features in this edition, starting from new formats on stage: from Ted’s with VR experiences to quizzes with the audience-for example Stefano Bartezzaghi will engage the audience in a space-themed crossword puzzle -to special events, to exclusive theatrical or musical performances. The exhibition area will enclose five major thematic islands, Technology, Sustainability, Science, Space, Health curated by scientific or publishing partners that will alternate with sponsor activities: visitors will be able to attend interactive workshops, as well as interface with robots and bots powered by Artificial Intelligence, experience the thrill of simulators for time and space travel, and experience science-themed escape rooms and games. The works of Cracking Art will animate the Museum’s outdoor spaces, marking the 30th anniversary of the art movement that has always linked its creations to the themes of the relationship between nature and artifice, sustainability and the environment. More than 200 square meters will, finally, be dedicated to the Kids area,with experiments, workshops, meetings and games by Focus Junior to bring the youngest children closer to S.T.E.A.M. subjects.

Reservations to events can be made starting from today, Tuesday, October 17, at www.focuslive.it. Two shifts: morning (10 am to 2 pm) and afternoon (2 pm to 8 pm). Those who wish to stay all day can of course book tickets for both half days.

Looking forward to Focus Live 2023
There will be many initiatives leading up to Focus Live 2023. After the meeting on dinosaurs at the Museum of Natural History in Milan, the concert lecture on Mahler organized by the Milan Symphony Orchestra and the real time travel in Virtual Reality by You Are Verdi, which allowed the many people present to experience the Milanese city, between the premiere of Nabucco at La Scala, the turmoil of the Five Days and the spirit of the Risorgimento of those years,on October 21 at the Civic Aquarium of Milan double date, at 18:30 and at 20:00, with La musica del mare: an unmissable opportunity to listen to the voices and songs of fish, corals and cetaceans, with marine biologist Sabina Airoldi, head of research at Tethys Institute in the Pelagos sanctuary. And not to feel too nostalgic about Focus Live 2023,on December 2, at the Ulrico Hoepli Planetarium in Milan, at 21:00, Adriano Fontana, an Inaf astrophysicist, and one of the scientists who routinely use the Webb telescope, will explain to the public how it works and present us with the latest findings.

This edition of Focus Live is realized thanks to the support and collaboration with Acquario Civico di Milano, Aeronautica Militare, Biokip Labs, CNR, Enea, Fondazione Bruno Kessler, Giotto (Fila), IIT, Il Piccolo Teatro, Infn, Joint Research Centre, Navy, Milan Civic Museum of Natural History, Milan Symphony Orchestra, Shake srl, Milan Civic Planetarium, Politecnico di Milano, Scuola Superiore Sant’Anna, Università Cattolica del Sacro Cuore, University of Padua and Way Experience.

Focus Live is a Mondadori Media event organised in partnership with the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci, Mediamond and numerous others:

MAIN PARTNERS: Koelliker Group
PARTNERS: Carglass, Honor, Humanitas University,
INSTITUTIONAL PARTNERS: European Commission
CONTENT PARTNER: AIRC, Mondadori Education, Opera San Francesco, Rilegno, TUV SUD
ART GUEST: Cracking Art
TECHNICAL PARTNER: Lete
OFFICIAL RADIO: R101
KIDS AREA powered by Focus Junior

Over 27 million adult Italians (18-74 years old) follow at least one influencer or the social channels of a publishing brand (+17% compared to 2021), the figure corresponds to 71% of active users on social networks confirming the increasingly relevant importance of these figures in people’s daily lives and the fundamental role they assume in purchasing processes.

In addition,57% of Italians, out of the analysed sample of the population aged 18-54, follow a macro influencer or the social channels of an editorial brand every day (+20 percentage points in two years), 8% once a week, and only 5% said rarely. The “macro influencer” category includes people and editorial brands with at least 100 thousand followers recognized as influencers by their communities in six specific fields: lifestyle, beauty, fashion, entertainment, food and wellness.

These are some of the data that emerged from the new research “Italiani & Influencer” carried out by BVA Doxa in collaboration with Mondadori Media and Buzzoole, with the aim of thoroughly investigating the opinions of Italians towards a category that is increasingly present in people’s daily lives and has a strong impact from the point of view of purchasing processes and consumption.

But who are the top 5 macro-influencers by notoriety in Italy? Leading the ranking remains Chiara Ferragni (cited by 86 percent of the sample), followed by Giallozafferano (72 percent) and Benedetta Rossi (72 percent). In fourth place is ClioMakeUp (62 percent) and in fifth is Aurora Ramazzotti (60 percent).

Very interesting, and in discontinuity with other media, is the figure for the most followed topics on social media: in first place, in fact, the research notes food tied with entertainment, with 58 percent. It is not surprising, then, that the Top Five include two food media brands.

The importance of influencers as true tutors in purchasing processes is also reconfirmed in this year’s survey: 46% of respondents have made at least one purchase suggested by an influencer and 83% take their advice into consideration.

Examining purchase intentions in individual areas, topping the list of Italians’ preferences are the profiles of Giallozafferano (83%) in food&beverage, Mypersonaltrainer (81%) in the wellness area, and ClioMakeUp (88%) in the beauty world.

Andrea Santagata, CEO of Mondadori Media comments: “Years ago, we decided to strengthen our digital area by investing to strongly enter the social media segment and the influencer marketing sector. The results of this research fully confirm the validity and strength of this decision” – and continues- “Investing and growing in new media also means identifying and enhancing new talents and always focusing on new communication languages. With a network of 200 creators and more than 800 million monthly video views on the socials of our editorial brands, we are witnessing the transformation taking place in video entertainment, where social and creators are the new palimpsest of Gen Z. Socials today are increasingly the reference point for Italians on their main interests and passions with volumes typical of TV to which is added the ability to engage audiences.”

For the first time ever in the Italian scenario, it emerged, in addition, that there are more than 3 million Italians who follow at least one virtual influencer, particularly from the Gen Z and Millennials target audience. Specifically: 28% are from the 18-24 age group, 34% from the 25-34 age group, 24% from the 35-44 age group, and finally 14% from the 45-54 age group. Those who know and follow virtual influencers do so consistently every day (as if they were real influencers). In fact, 57 percent of respondents follow them every day, 28 percent every 2-3 days, 7 percent more or less once a week, 4 percent every 10-15 days, and only 5 percent have no usual frequency.

“The presence of influencers in people’s daily lives – adds Gianluca Perrelli, CEO of Buzzoole – is now well established. Indeed, in recent years, we have witnessed their evolution, thanks in part to their ability to create more and more empathy and affinity with their communities, establishing a trusting relationship with people. Two interesting trends also emerged from the analysis. The first is the extraordinary growth of TikTok with 25 percent, confirming it as an increasingly strategic channel. The other is that of virtual influencers, who are playing an increasingly prominent role on par with real influencers, as well as reaching out more to Gen Z and Millennials. In fact, we are witnessing yet another paradigm shift born in the wake of innovation itself.”

Regarding channels, in fact, there is the increase of TikTok with 25% (vs. 9% in 2021), especially for entertainment at 30%. Instagram, on the other hand, again emerges as the favourite social media of 77 percent (vs. 67 percent in 2021) of respondents.

Why do you follow an influencer?

Fifty percent of respondents say they follow them first and foremost because they provide advice and are considered experts to get information from, a motivation that was cited mainly by wellness (55 percent) and cooking (56 percent) enthusiasts. 46% follow them because they introduce new products.

The analysis considers the role of influencers in the buying process as well. In particular, it emerges that for 56 percent of respondents they are mentors in explaining a product especially in the beauty and wellness sphere; for 46 percent they are trendsetters who point out news or raise awareness of a new product (fashion and lifestyle); and for 37 percent they are people who point out where and when to buy a product (again in fashion and lifestyle).

In addition, 46% of respondents made at least one purchase because they were recommended by an influencer. In detail, 30 percent consider influencers’ advice a lot/regularly, 53 percent quite a bit, and 18 percent not much/not at all. The areas in which people shop are: beauty, food and fashion.

The survey involved over 1,300 respondents, representative of Italians between the ages of 18 and 54 who surf the Web, examining the six topics of greatest interest declined by socio-demographic profiles, with a focus also on the female target.

Full research is available here (in Italian).

For the 2023/2024 school year, numerous initiatives aimed at teachers, students and families have been organised. All conceived by Focus, Focus Scuola, Focus Junior and Focus Wild, the brand leaders in publishing in Italy for the Mondadori Group, which, once again this year, are confirmed as promoters of innovative educational proposals for the school world.

With the start of the school year, the Focus Scuola website will, as always, be available to teachers with news, insights and useful tips to make their lessons more engaging and inclusive.

The Focus Scuola Newsletter, curated by the editorial staff of Focus Junior in collaboration with a team of specialised, professional journalists, is back. The Newsletter, which has more than 20,000 Italian teachers already subscribed to it, is aimed at primary and secondary school teachers. The main goal is to provide ideas and playful and innovative proposals to get the students more involved during lessons. Each week Focus Scuola Newsletter offers topical insights for lectures and group work, ideas for science labs, STEAM worksheets to make science a more exciting subject, in-depth features explained in a simple way to explain complicated topics, and features on innovative teaching methods and classroom management thanks to advice from top experts. In addition to being able to preview all Focus initiatives for the school world, teachers will also have the opportunity to share class projects with the entire registered teacher community.

Here is the link to subscribe to the Newsletter.

Starting in October, the Academies by Focus Junior, Focus and Focus Storia which, every year, involve hundreds of classes and thousands of students, will resume.
Focus Junior’s Journalism Academy, aimed at young people in primary and secondary schools and in which more than 500 classes and over 10,000 students took part last year, includes a three lessons course dedicated to media and environmental education. The first two events explain how to create a magazine, how to write an article, and how to recognise fake news in a simple and fun way, while the third deals with climate change and ecological transition. The goal of the Focus Junior Academy is to encourage critical thinking and inform the youngsters on two topics that are crucial today in order to become informed citizens. The Academy is organised in collaboration with the Italian Committee for the Investigation of Claims of the Pseudosciences (Cicap) and the Euro-Mediterranean Center on Climate Change (Cmcc).

“Thanks to the Academies’ initiative the editorial staff of Focus Junior help schools and teachers throughout Italy to explain complex issues through engaging storytelling that captures the attention of the youngest learners,” said Sarah Pozzoli, Director of Focus Junior. “We journalists have the same goal as teachers: to raise future citizens who can think critically and adopt a more sustainable lifestyle”, she concluded.

The Academies of Focus and Focus Storia, aimed at students in secondary schools and in which more than 100 classes and over 2,500 students participated last year, involve a course of four events during which young people step into the shoes of actual editors for each issue, actively participate in source and image research, attend editorial meetings, and are involved in analysing the commissioned work and publishing content on the various social channels, where their proposals and ideas will be added and promoted.

Raffaele Leone, Director of Focus, thus reiterates the importance of establishing synergistic collaboration with schools: “The school world is doubly important to us: on the one hand because we feel that teachers and their educational mission are close to our hearts, and on the other hand because discovering a dialogue with the new generation, who increasingly keep themselves informed through additional tools and channels besides print media, is a strong motivation for us. We’re dealing with a positive two-way exchange: showing how to make a science magazine gets young people involved in the topics covered, in reading, in researching sources. Seeing how they draw on tools other than print prompts us to create formats and languages that are more suited to them. We can say that Focus is one of the most innovative tools on the market in terms of dissemination and multimedia, with its magazines, website, social media platforms, podcasts, Academies and live events that make the annual Focus Live a success,” concluded the Director.

Completing the Focus offer for schools for the 2023/2024 school year is a great new feature: the Focus School Camp, innovative educational projects aimed at all Italian schools on all levels, representing a revolutionary way of thinking about and experiencing educational trips. A comprehensive new proposal that starts with classroom training, moves through practice during camp, and ends with the development of a final digital project that will be presented in class and posted on the Focus School Camp digital bulletin board. The themes of the School Camp by Focus Junior, Focus Wild, Focus and Focus Storia are varied, and designed specifically to meet any educational needs of different school classes and age groups of students.

After the great success of two editions of the Focus Junior Summer Camp, the Focus School Camp is again collaborating with Sunnylife, the market-leading tour operator in the school trip and summer camp sector.

Finally, teachers will also be able to subscribe to the Focus brand magazines this year using their Carta del Docente and, from mid-October, the Bonus Scuola returns, allowing educational institutions to apply for a subsidy for subscriptions and magazines purchased during the school year by making a specific request to: sgc@mondadori.it.

The Wom, Mondadori Media’s 100% inclusive digital media brand, during Milano Beauty Week, expressed its two souls to the fullest, the value one and the “Beauty and Fashion” one, with the special #TheWOMderfulParty evening that involved the best beauty and fashion creators who are part of The Wom Squad and Power Talent Agency.

Special guest: Luigi Strangis. Singer, songwriter and multi-instrumentalist winner of the penultimate edition of Amici and a prominent personality in the younger musical scene, who performed in an evocative performance in which he alternated guitar, piano and vocal pieces.

The Wom’s exclusive event took place in the beautiful I Mirador terraces of the 21 House of Stories Navigli, open for the first time for a private party and embellished for the occasion by a glitter station with dedicated make-up artists and glamorous fittings.

A brand that continues to grow

The event was an opportunity to toast the success of the brand, which has reached 8 million total social followers mainly on the channels of choice of the Generation Z and Millennials target audience, Instagram and Tik Tok, and 9 million on the web (Audiweb, TDA average May-July 2023), but above all an increasingly active and participating community, with 5 million interactions in the last month (Source: Comscore, Shareablee), positioning itself as a leader in the under-35 female segment.

In addition, The Wom turns out to be the first brand also in terms of “intention to buy” for Generation Z (18-24), as revealed by a recent survey conducted in collaboration with Doxa – BVA and Hubits.100% of respondents in this age group said that they fully trust The Wom for purchasing advice in the beauty industry. The research showed that on average 3 products are purchased by each brand follower.

Daniela Cerrato, Digital Marketing Director of Mondadori Media, said: “It was exciting for us to celebrate, in this unique location, our milestones with the creators who have been following us forever and our special guests with whom we work in synergy. The extraordinary results obtained are the product of an editorial formula that places us on the same level of our audience, always listening to gather their instances and offer a point of view aligned with the values and orientations of this generation, promoting the invitation to express oneself without labels. And after the social and web election channels, where we aggregate our community, we are also going to extend our journey with events on the ground”.

The Wom is also an important reference point for brands, counting more than100 projects carried out in the past year with partner companies from the fashion and beauty sectors, as well as the travel, wellness and tech worlds. The content developed with partners is authentic and tailor-made storytelling, designed and created by the editorial team together with the creators of The Wom Squad and Power Talent Agency in collaboration with Mediamond/Brand On Solutions and able to balance the needs of brands with the expectations of users and actively engage the community.

Mypersonaltrainer Days, the event sponsored by the City of Milan dedicated to fitness, wellness and sports, organised by Mypersonaltrainer, a Mondadori Group brand leader in health and wellness, which was attended by over 10,000 visitors in only two days, has once again proven to be a great success.

A weekend with 500 free events, from the most innovative open-air workouts to talks to medical consultations, more than 50 guests and 20 partners, in an area of more than 1,500 square metres in the heart of Milan. 

The MYPT Urban Walk, the charity sports walk to benefit the Fondazione Italiana Diabete (Italian Diabetes Foundation) – with 1,500 registered participants – was met with praise, as well as the medical consultations done in collaboration with the Centro Diagnostico Italiano (Italian Diagnostic Center), which were sold out in only a few hours.

The local event has enabled the brand to strengthen and expand its offerings, where it already reaches 13 million unique users each month and over 3 million followers on social media.

On Saturday 16 and Sunday 17 September the stage of the Mypersonaltrainer Days at the Dazio di Levante of the Arco della Pace in Milan was used for talks with major personalities and athletes who talked about the importance of sport and physical exercise for a healthy, balanced life. Guests included former soccer player Claudio Marchisio and Mattia Zenzola, the dancer who won Amici 22, psychiatrist and psychotherapist Raffaele Morelli, volleyball champion Cristina Chirichella, Nicola Macchione, andrologist and urologist, author and coach Daniele Di Benedetti and Sara Farnetti, an internal medicine specialist.

All the workout classes at the foot of the Arco della Pace were packed, and the most popular were Wake Up Yoga classes with Yoga Essential, the Super Jump and Fluid Silent Fitness classes with Jill Cooper, and Train with a Smile by Nicolò Famiglietti (of Power Talent Agency). There was major turnout on the sports fields, especially for Pickleball, Acrovolley, and Freeclimbing. 

The results of the initiative

The great public success was combined with the excellent results that Mypersonaltrainer Days recorded on social media, with more than 10 million people reached on the Facebook and Instagram pages, thanks also to the involvement of top fitfluencers.

These numbers are the result of stories, posts, articles and interviews exclusively prepared by Mypersonaltrainer’s editorial, social and filming team being shared. It was a winning formula that contributed to yet another great result: a media impact of more than 40 million contacts, thanks to talking about the event on all of the brand’s touchpoints, an advertising campaign planned for the social networks, the website, press and radio, DOOH, plus spontaneous, high-impact media coverage.

The campaign, that aimed for participation, was very effective, thanks to strategic digital advertising carried out with conversational marketing by Hej! and proximity marketing by AdKaora.

Event partners  

Mypersonaltrainer Days is an event created by Mondadori Media in collaboration with Mediamond and Brand On Solutions, a unit dedicated to the special initiatives of the Mediamond retailer, thanks as well to the support of the 20 partners who championed the initiative. In terms of publicity, the event recorded 100 per cent growth from the 2022 edition.

The following businesses in the wellness, sports and lifestyle industry had the opportunity to meet the public in customised experiential corners to promote a new and broader concept of well-being and health: Zambon, DR Automobiles, Yovis Rigenera, Centro Diagnostico Italiano, Clearcorrect (Straumann Group), Curaprox, Danacol, Croazia con la regione del Quarnaro, Kellogg’s, Pedigree, Natù Rigoni di Asiago, Scholl, Bonomelli, Lete, MCFit and Yogaessential.

During Mypersonaltrainer Days the public was able to try their hand at test drives, exciting and fun games, and consulted with experts in behavioural disorders for companion animals, particularly dogs.

The Mondadori Group supported the initiative with talks by authors from its publishing houses and book signings in a dedicated corner of Mondadori Retail.

Initiative media partners: Radio R101 with speaker Chiara Tortorella.

The set-up and logistics were taken care of by the agency Area62.The Mypersonaltrainer Days project received the support of the City of Milan, which sponsored the event, participating in the opening moderated by Monica Bertini of Sport Mediaset with Emmanuel Conte, Counsellor of the Budget and Real estate Heritage, Rosanna Volpe, the President of the BoD of MilanoSport and Nicola Zeni, President of the Fondazione Italiana Diabete.

Giallozafferano, the most followed food media brand in Italy, and ALMA –La Scuola Internazionale di Cucina Italiana (The International School of Italian Cuisine) for culinary higher education – cement their partnership with an important contest aimed at discovering new talents in the world of chefs, capable of communicating cuisine in innovative ways.

Yesterday, at the ALMA headquarters in the Reggia di Colorno (PR), the first edition of the “Diventa Food Creator” competition aimed at graduates and students of ALMA ended. The chefs who took part in the initiative challenged each other by making a video reel where they prepared one of their recipes, inspired by Italian tradition, and a picture of the dish, one that could promote it from a social media perspective.

Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTech said: “We are excited to support and promote young Italian culinary talent in partnership with ALMA. Giallozafferano brings together the best food creators in the Italian digital scene and is always looking for new talents who can integrate tradition and innovation, both in cooking and in the way they communicate it”.

From the many applications received, 10 finalists – who starred with their day’s dishes in ALMA – were selected for their ability to interpret contemporary cuisine in an original way and to engage the audience through the reels they made.

The finalists were evaluated by the jury, which was made up of representatives from ALMA and Giallozafferano, including renowned food creators Daniele Rossi and Lulù Gargari. The judges evaluated not only the culinary aspects of the recipes, but also the communication potential of the young chefs participating.

Jacopo Lanci and Elena Zeng were proclaimed joint winners of the first edition of “Diventa Food Creator”. Jacopo Lanci, a talented ALMA graduate, took first place with his dish “Filetto alla Rossini”, awarded for being able to create a great classic by presenting it with a modern twist. Meanwhile, Elena Zeng, another talented ALMA graduate, won first place thanks to her dish “Bao alla Norma”, and for her extraordinary ability in combining Asian influences and Italian tradition, pairing the two while also being entertaining.

The winners get the opportunity to collaborate with Giallozafferano to create a series of videos for the brand’s social media, with the chance of reaching the community’s audience that boasts more than 20,000,000 followers.

The General Manager of ALMA Andrea Sinigaglia said: “Thanks to the collaboration with Giallozafferano we offered our students the opportunity to participate in this challenge, where communicating the profession digitally is at the heart of the competition. ALMA explores new languages of communication without ever forgetting the professionalism that distinguishes every hospitality expert. We believe that, in an increasingly relevant and ever-expanding digital context, the content created by our school’s students can communicate technical skills and bring attention to subjects in contemporary language, while respecting the great tradition of Italian cuisine”.

From Tuesday 19 September, the new season of Casa Chi Grande Fratello, the special edition of Chi Magazine social media format, will kick off. It chronicles the dynamics and behind-the-scenes of the reality TV show hosted by Alfonso Signorini.

Casa Chi Grande Fratello is the video talk dedicated to the Mediaset format with commentary on live TV broadcasts, behind-the-scenes features, trivia, backstage and interviews with pundits, contestants and former participants. After the great success of the last edition, the Casa Chi team has been confirmed in full: Sophie Codegoni will be at the helm along with the proven duo of journalists from the Chi editorial staff, Azzurra Della Penna and Valerio Palmieri, with Maurizio Poletti directing and Claudia Cerea coordinating the organisation.

Video talks will be aired on Chi’s Instagram profile (@chimagazine): 2 episodes per week with exclusive guests to transport readers and digital users into the heart of the reality show. A successful formula that has made Casa Chi a must-see event for fans and allowed it to maintain exceptional growth rates: last year, the special edition of Grande Fratello totalled an impressive 36 million video views on social media (+140% compared to the 2022 audience), and that’s not counting reach and video views of all additional content (posts, stories, clips and trivia from backstage).

Casa Chi is curated by Massimo Borgnis, the director in charge of Chi: “Casa Chi has proven to be not only one of the most innovative formats on Instagram in recent years, but also one of the most successful. Now the time has come to expand its formula to other companies involved in the world of Chi. So this year our followers can expect lots of news and guests from not only the world of television, but also music and film. In short, an exclusive, immersive window into the world of entertainment, in the tradition of Chi”.

Casa Chi Vox Populi, hosted by Gilberto Savini in many Italian squares, accompanied by artists and social media talents to interview and collect opinions from the public, was also confirmed.