Webboh

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.

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.

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.

Webboh, Italy’s number one media brand for the younger generation, gets into the swing of things this summer with no less than eight events across the country, as well as a new back-to-school line.

These events cement Webboh’s ability to engage its 4.5 million followers with a 100% under 24 target audience with live – and online – initiatives, something that generates more than 16 million interactions on social media each month (Sensemakers/Comscore Data, May 2024).

Webboh Fest

The main event is the Webboh Fest, a travelling music festival for the very young, which returns this year from July to September and will feature the most popular singers and creators. It’s set to start on 12 July on the new stage in Giulianova, followed by Rimini on 3 August and Mirandola on 6 September. The three stages will be hosted by Andrea Prada and will feature Sara Esposito, creator and YouTuber with millions of followers, as co-hostess. Admission is free.

Among the many artists who have confirmed they will be participating are Rosa Chemical, El Matador (newcomer of Netflix’s talent show ‘Nuova Scena’) and NewGen’s favourite youngsters, like Il Rosso, Pucho, Luk3, Ascanio and Lorenz Simonetti. At the end of each evening, there will be a DJ set by Matteo Robert, one of the most famous Gen Z creators in Italy.

Among the changes of this edition is the addition of DeAKids (Sky Channel 601) cameras, which will give a backstage look into the different stages with creators Lisa Luchetta and Alberto Tozzi. All exclusive content will be shown over the course of the summer on the channel’s social media page and, in September, on DeAKids in the Webboh Backstage Secrets Summer Tour special, which will relive the event’s best moments.

Also worth mentioning is Radio Bruno, which will be a radio partner for Webboh Fest.

Webboh at AquaFan in Riccione

Once again this year, thanks to its partnership with AquaFan, Webboh will bring the historic amusement park in Riccione to life together with leading Italian creators with a mini-show and a meet and greet open to the public. Four dates: 11 and 25 July and 8 and 21 August, during the night-time openings of the park.

Webboh Camp

The Webboh summer continues with the Webboh Camp, from 20 to 27 July in the Tuscan Maremma, in an extraordinary location immersed in one of Italy’s most beautiful landscapes, together with its prestigious partner, Experience Summer Camp, Italy’s number one organiser of summer camps for young people aged 6 to 22. An opportunity for the community to spend an unforgettable summer experience together with five creators: Alberto Tozzi, Jenni Serpi, Sara Esposito, singer Luk3 and the face of Webboh, Claudia Mariani who, together, have more than 4 million followers on TikTok alone.
The youngsters will experience a digital education with Alessio Carciofi, one of Europe’s leading experts on digital well-being. Once again, the DeAKids will be on hand to watch and reveal the highlights of the holiday.

BeYou Diary and Licensing

It’s not just events taking place in the country: Webboh is also preparing to accompany the very young in the new school year.
Created in collaboration with BE YOU, the BE YOU Webboh Diary, created together with the community, is back for the third year running. It features over 100 stickers, more than 40 special ‘against boredom’ pages for break times, birthdays of favourite creators and a brand new ‘treasure hunt’. The diary, which has sold out immediately over the past two years, will be available from the end of June in shopping centres, bookshops, stationery stores and online.

A new addition this year, along with the case, is the BE YOU Webboh backpack.

Continuing with the theme of licensing, the smartphone cover created by the Webboh community in collaboration with La Casa de Las Carcasas will be on the market from September and will be launched from the Webboh Fest stage on 6 September in Mirandola.

Opportunities for Brand Partners

Webboh’s summer initiatives represent a further business opportunity with a broader offer of content and diversified branded content solutions.
Among the first partners to have joined in is cosnova Italia, a well-known cosmetics brand involved in coordination and collaboration with Brand On Solutions, a Mediamond project area, which at the first stage of the Webboh Fest, in Giulianova, will focus on the new Spring-Summer 2024 Essence Collection with the involvement of acapodelglobo, a creator from the Power Talent Agency roster with over 2.4 million followers, and Newcomer of the Year at the 2024 Webboh Awards.

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.

For World Earth Day, Webboh Lab, the first permanent digital observatory of Gen Z, interviewed Webboh’s young audience on issues related to the mobility of the future.

The research was conducted using the psychometric approach, analysing motivations, perceptions and value aspects related to emotions, in order to understand young people’s involvement with mobility and sustainability issues.

The survey, which involved almost 9,300 respondents from young Italians aged between 12 and 20, revealed 5 identikits:

• Independent Navigator (27%): these are young urbanites who prefer autonomy and personal convenience in mobility. They generally prefer cheap parking spaces, are in favour of incentives for electric cars and scooters and support the use of sharing systems. They support affordable public transport and advocate teaching money management in schools. Finally, they promote inclusive and language services.
• Green Pathfinders (20%): these are progressive, sustainable and social integration-oriented young people. They prefer collective mobility and are more interested in policies related to sustainability and education, like free public transport for students, which they see as part of the social and educational fabric of the city. They reject incentives for cars and scooters and the expansion of sharing systems, instead favouring sustainable mobility solutions and investments in public transport. Finally, they promote financial education in schools.
• Urban Optimiser (19%): this group favours a wider range of measures to improve urban mobility. They support the use of public transport for cultural and sporting activities, promote its free use and would like it to be more active after sunset. They favour incentives for electric cars and scooters, but also support the use of shared transport for more environmentally friendly transport solutions. Finally, they value accessible mobility services, including those with language support.
• Local Boosters (18%): this group supports the local economy, small businesses and accessible public services. They support offering free tickets for public transport and language support for an inclusive community. They oppose financial education in schools and transport sharing. Policies such as public transport after sunset or access to parks and cycle paths are not priorities for Local Boosters.
• Community Curator (16%): this group falls into the category of urban youth, but are focused on more sustainable, community-centred and inclusive mobility. They support shared mobility, promote access to parks and cycle paths, and encourage using public transport for cultural and sporting activities. They are involved in supporting local shops and small businesses and support school policies on money management.

The survey showed that 2 out of 3 respondents don’t really cycle and admitted that they never (43%) use it to get around or only do so less than once a week. The situation would be different if cyclists were made safer in the city by improving cycle paths (39%), fixing potholes in the streets (38.5%) and reducing delinquency (30%).

Furio Camillo, Professor of Business Statistics at the University of Bologna and Scientific Director of the Webboh Lab, said: “Although in many cases young people’s vision will have to be liberalist and individualist, it starts from an approach that puts the common good and the growth of a society that respects diversity and favours public spending at the centre of everything, perhaps finally returning to discuss public investment for the future of our young generations”.

The 5 clusters, identified using Webboh Lab’s psychographic approach, show a generation of young people demanding a change in mobility and liveability in the city, made up of people rather than means in relation to each other.

Although public transport is the preferred solution, more flexible transport solutions are needed, perhaps favouring and incentivising sharing solutions. Young people who favour these choices embody an individualistic approach to city life, choosing solutions that allow personal independence and economic convenience, but always with a view to maximising social and environmental efficiency. On the other hand, there are groups where public transport is crucial, but always with a view to efficient mobility as well as collective sustainability.

The nod to a given territory is also very interesting: one typology in particular boosts local business and production activities, encouraging a way of life that allows inclusion and multiculturalism. Semantic affinity analyses with local policies throughout Italy could detect which ideas, initiatives, programmes and campaigns best match the 5 types of young people.

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.

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, YouTube and WhatsApp, 70% of which are under 24. The website receives 3.2 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.

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.

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.

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.