Mondadori Media: partnership with Twitter for the enhancement of video contents

Mondadori Media, Italy’s leading multimedia publisher with 55.5 million fans on social networks, has signed a partnership with Twitter to join the Twitter Amplify program, which allows the possibility to amplify and promote video contents on the platform, reaching an even wider audience.

The agreement involves the Twitter accounts of the Mondadori Media brands Giallozafferano, MyPersonalTrainer, TheWom, Smartworld, Focus, NostroFiglio and Studenti, which are real points of reference in vertical segments linked to the passions of Italians – from cooking to wellness, from technology to science and training – with 1.6 million followers overall.

The partnership highlights the strength of Mondadori Media, chosen as an important partner to get in touch with valuable audiences through innovative content, relying on consolidated know-how in the production of videos for social media: an area in which Mondadori Media has already strong experience and leadership, thanks to an internal team dedicated to the co-production of editorial content with partner brands and successful special projects.

Thanks to this agreement, Mondadori Media and Twitter will offer partner companies the possibility of inserting pre-roll advertising videos, before the contents published by the Mondadori Media brands.

Mondadori Media will further expand the development of branded content social projects and initiatives on Twitter. This will extend the opportunities for companies and investors interested in reaching new audiences based on their needs and in an authoritative, transparent and highly interactive context thanks to the involvement of the Mondadori Media brand communities, making advertising communication ever more effective.

NostroFiglio and PianetaMamma grow together: a completely new and even more leading system for the world of parenting

A new look, podcasts, live social media events, a reinforced scientific board and a pool of family influencers

NostroFiglio and PianetaMamma, the Mondadori Group brands, leaders in the world of parenting, are renewing together to reinforce their integrated system on the web, on social media and now also through podcasts: a unique offer of content and services to be even more on the side of new generations of parents and to accompany them every day and at every moment in the adventure of their children’s growth.

Points of reference for mothers and fathers on issues that range from conception to pregnancy and the early years of a child’s life, the two sites actively engage a community of  3 million unique users (Source: Audiweb May 2020) and over 1.2 million fans on Facebook and Instagram, with an overall weekly reach of 4 million people.

“Today, one in three parents get information from NostroFiglio and PianetaMamma: two authoritative brands widely recognised by the public, and in a leading position in the market of reference for all issues related to parenting. With these important new changes, we are offering our audience an even more complete system that is more detailed, innovative and gives advertisers the possibility of interacting with a sizeable and highly profiled target,” declared Andrea Santagata, general manager of Mondadori Media.

Mediamond has responded with great enthusiasm to these new features: “Since the launch of Mediamond we have made consistent efforts to develop the parenting market, and we are increasingly convinced that digital is an important and highly relevant element in the daily life of all parents. Today, the editorial quality of NostroFiglio and PianetaMamma is shared and appreciated by both users and advertising clients, who find in both brands contexts of great value for the development of targeted projects,” declared Davide Mondo, chief executive of Mediamond.

What’s new in NostroFiglio and PianetaMamma

From today, there are six new features that characterise NostroFiglio and PianetaMamma, starting from a new look, for a more homogenous identity and recognisable style, thanks to the use of pastel colours and “baby” mood.

Enhanced editorial content, with up to date services and information, thanks to the introduction of a scientific board that brings together experts from the fields of pedagogy, psychology, gynaecology and paediatrics in order to provide advice and answers to questions of most interest, as well as a pool of 30 family influencers, among the most followed in Italy, to share true stories and direct experience.

There are also new sections on the most requested news requested by users, such as green issues, sustainability, animals and children, and loads of ideas about fun activities to organise with the little ones.

Plus, for the first time NostroFiglio and PianetaMamma will deliver content through podcasts, with three series, available on Spreaker, Apple, Google and Deezer: Favole per i bambini (Children’s Fairy Tales), Storie delle mamme (Mother’s stories) and Risposte in 2 minuti (2-minute answers).

There is also a new positioning  for the Facebook and Instagram pages, with useful tips for daily life for the whole family: new activities and formats, including quizzes and inspirational cards, along with a weekly schedule of live social media events presented by experts. Space is also given to mums and dads with a weekly video and a new story every day for first-hand accounts by the parents of the community. The challenge will also continue to engage the fanbase, following the outstanding participation obtained by the “Andrà tutto bene” (All will be well) initiative, with the drawings of rainbows done by kids, and successfully amplified by NostroFiglio during the lockdown. To mark the re-opening of the schools, NostroFiglio and PianetaMamma have launched the hashtags #primogiornodiscuola and #finalmenteinsieme, to collect photos as Italy goes back to school.

The new parenting system will consequently offer also to its partners new integrated storytelling tools for their products on different channels, thanks to new features such as the podcasts, live events, video and the activation of the pool of family influencers for special projects.

Ferrero, with its product Kinder Fetta al latte and the “Insieme si riparte” (Together we can get going again) initiative, will accompany the re-launch of NostroFiglio and PianetaMamma for 3 weeks: a hub dedicated to the return to school, full of suggestions on how to prepare in the best way, including articles, videos and podcasts, as well as the involvement of the team of family influencers.

The re-launch of Nostrofiglio and Pianeta Mamma is supported by a communication campaign on print, digital and social media and leading B2B titles and is overseen by Casiraghi Greco &.

The Mondadori Group brand are ever closer to readers and their families

Numerous initiatives to help and support the public to relax but also to exchange experience with premium free content and live events on social media, as well as active participation by users in the brands’ social communities

At this difficult time the Mondadori Group brands are keeping close to their readers, users and their families with initiatives across all media. The aim is to help. Support and offer moments of relaxation, by involving the public, above all on social networks, in activities related to their passions.

In particular, there are three ways in which the Group has put together initiatives to be closer and to help people in this period of emergency: free access to premium content, a schedule of simultaneous live events on social networks and the active involvement of users through the brands’ communities.

Free premium content

In order to keep up to date the magazines of the Mondadori Group is offering readers free digital subscriptions for a period of three months.

It is possible to subscribe for digital access to your favourite magazines here, choosing from some of the leading magazines in a range of segments, including: Grazia, Donna Moderna, Tv Sorrisi e Canzoni, Chi, Focus, Focus Junior, Giallozafferano, CasaFacile, Icon, Icon Design, Interni and many more.

Plus, from Sunday it will be possible to download for free with a click the latest special issue of Grazia, “We will embrace again” from this link. In just two days, this initiative has already reached more than 30,000 people.

Live simultaneous events on the social media channels of the leading brands

Every day a live cooking demonstration with GialloZafferano, in collaboration with NostroFiglio and Focus Junior. By connecting to the brands’ Instagram, Facebook r YouTube channels, at 5 pm, users can enjoy #IoRestoACasaECucino and learn live, from the chefs of Giallo, how to put together easy meals for the whole family, and also involving kids in the preparation.

This daily appointment was preceded on Saturday 21 March by a great live event on social media #ACenaConGialloZafferano which engaged Italians in the preparation of the weekend dinner. The event, which took place simultaneously on Facebook, Instagram and YouTube, attracted over 200,000 people, who received tips and advice from the chefs of GialloZafferano, a number of foodbloggers from across Italy, as well as award-winning chef Alessandro Negrini.

The, of course, we couldn’t forget the live training sessions by MyPersonalTrainer, which every day propose half an hour of activities on Instagram, Facebook and YouTube with a series of thematic paths: physical wellbeing, mental wellbeing, dietary wellbeing.

Special attention is also reserved for small children: NostroFiglio offers a rich weekly programme of live events on Facebook with doctors and pedagogues, with musical games, mini-shows and baby dance in collaboration with Kikolle Lab and a range of fun tasks to invent together with your children.

But we also need to relax, and so TV Sorrisi e Canzoni is offering its users the #ACasaConSorrisi initiative, two daily appointments live on Instagram and Facebook in which the editor Aldo Vitali enters the homes of the personalities featured in the current issue of the magazine and famous faces from TV. The first live events, which attracted many users, featured Vanessa Incontrada, Baby-K, Amadeus and will continue every day at 4 pm and 6 pm.

Also the magazine Chi, edited by Alfonso Signorini, is entertaining its users every day at 7 pm, double live interviews live, in which a number of VIPs talk exclusively on Instagram to #ChiRestaACasa.

An unmissable appointment for all fans to get an up-close look at the world of celebrities who every week enliven the pages of their favourite magazine. And on Chi’s IGTV users can also find the interviews conducted so far with Alessia Marcuzzi, Giulia Salemi and Carlo Conti.

User participation through the brands social communities

#TorneremoAdAbbracciarci. Grazia launched its initiative #TorneremoAdAbbracciarci on Instagram.

Users are invited to post a photo of an embrace, a gesture of affection that we all took for granted and has now become a precious good. A way of communicating that we are united and that together we can make it through to which many celebrities and ordinary people have contributed.

#Andrà’TuttoBene with Nostrofiglio. The portal form mums and dads 2.0, joined from the beginning and helped to spread the children and rainbows initiative Andrà tutto bene” (All will be well) and received over 12,000 online contributions with drawings of rainbows attached to the balconies on Italian homes (see the gallery on Facebook).

#IoCucinoConGiallo and #IoRestoaCasa. A collective cooking initiative, for and with your loved ones, even if they are far away, with recipes from GialloZafferano, photographing the results and sharing them with GialloZafferano and its community. In just a few days 4,000 people had already contributed (see the gallery on Facebook).

#DonnaModernaRestaConMe and #IoRestoaCasa. The weekly Donna Moderna uses Instagram to describe the making of the magazine with remote working and invites readers to talk about how the magazine is keeping them company in these days: a recipe, an inspiration, a particular story. A call to action to readers to talk about how Donna Moderna is helping them through these weeks (see the gallery on Instagram).

#StayCoolStayHome with DM Beauty. Also in this period, young women want to look after themselves. This is possible with DM Beauty, the social beauty magazine, conceived and created by millennials for millennials.  Every day a post with tips to make you feel cool even when you stay at home.

#IoStudioaCasa with Amazing support for high school kids is provided by, which offers them teaching materials for all needs. On the StudentiTV channel on YouTube kids can access hundreds of video lessons while on Spreaker, Spotify, Apple Podcasts and Google Podcasts they can find online new audio podcast lessons Te lo spiega snippets on Italian, history and literature, as well as the high school diploma exam.

The results of all of these initiatives show how people, constrained by the current situation, are turning to the media, especially online, and appreciating what the brands of the Mondadori Group are offering them.

In fact, on Sunday 22 March saw an all-time record online audience for a combination of the Group’s brands with a total of over 13 million visits to the web sites in a single day an increase of over +100% compared with last year (Source: Google Analytics).

An important contribution was made by Giallozafferano which on Sunday 22 March cooked along with almost 6 million Italians (+240% vs 2019).

To this should also be added similarly exceptional results on social media.

Also on Sunday 22 March, the combination of the brands’ social media channels recorded an overall reach of over 17 million people and the number of fans is growing by an average of over 40,000 users per day al giorno.

The Nostrofiglio community comes together for the ‘Andrà tutto bene’ initiative to amplify the positive message

2 million contacts and over 40,000 interactions in 24 hours on the social media pages of Nostrofiglio, with the contribution of GialloZafferano, FocusJunior and Donna Moderna

All across Italy, on front doors, windows, balconies and verandas posters and banners have appeared bearing the words “Andrà tutto bene” (All will be well) and a large rainbow of hope. The have been made by Italian children with the aim of sending a message of hope and solidarity in these days of the health emergency. Using coloured felt tip pens, crayons and paint, the kids have used the initiative as a way of passing the time drawing and colouring in a fun way

Nostrofiglio, the portal for mums and dads 2.0, with contributions from of Giallozafferano, FocusJunior and Donna Moderna, decided to support the Andrà tutto bene initiative also by asking the families that are pert of their community, and therefore also to the children, to submit photographs of their “work”.

The result so far? 2 million contacts, 40,000 interactions and more than 5,000 drawings, sent in from all across Italy to the social media pages of the brands Nostrofiglio, Giallozafferano, FocusJunior and Donnamoderna whose support has spread and amplified the initiative’s positive.

Here is a gallery from the Facebook profile of Nostrofiglio where you can see the children’s drawings:


La Triennale di Milano hosts the event “La città dei mestieri”

Organized by Nostrofiglio, Focus Junior and Focus Pico in partnership with Happy Child, the event is dedicated to families and children

On 7 and 8 October in Milan, two days of debates, meetings and workshops dedicated to the development of children's talent

Nostrofiglio, Focus Junior and Focus Pico – the Mondadori Group’s brands aimed at children and young people – are organizing the first edition of “La città dei mestieri. Mettiamo in giorco il talento dei bambini (The city of crafts. Put the talent of children into play “, an event dedicated to families with children from 2 to 13 years of age and their teachers organized in partnership with the educational institution Happy Child.

The event, scheduled for October 7 and 8 at La Triennale di Milano (10-19 hours), is a space for reflection and experience on the talent of children through conferences, meetings with parents, workshops and recreational activities, for a total of more than 40 appointments distributed in three different spaces and dedicated to many topics including science, robotics, coding, journalism for children, drawing and creative work, cooking.

This first edition will guide families to discover the skills of their children through the child’s question-dream “what will I be?” and the many experiences that can be lived in the “city of arts and crafts”.

The detailed programme of “La città dei mestieri. Mettiamo in gioco il talento dei bambini” is available here.


Video to take an increasingly central role in audience development for the digital brands

Accordo con Wochit per potenziare la produzione di contenuti video originali sui social network

L’audience dei brand digitali del Gruppo Mondadori cresce sui social network. Con un’offerta d’eccellenza che conta un portafoglio di brand leader nei settori chiave – quali femminili, cucina, salute e benessere – e una strategia che mette al centro contenuti originali e una curation editoriale innovativa, oggi le fan base dei brand del Gruppo Mondadori giungono a quota 13 milioni di fan complessivi attraverso 38 pagine attive su Facebook.

In particolare è il video il contenuto di punta sui canali social, in grado di creare engagement e garantire elevati tassi di reach: nel mese di aprile sono 90 milioni le video views totalizzate dai brand Mondadori su Facebook, specialmente su Giallo Zafferano, Cookaround, Donna Moderna,, Focus, Pianeta Donna, Pianeta Mamma. Tra i casi di successo quello di GialloZafferano, che raccoglie quasi 3 milioni di visualizzazioni e 30.000 condivisioni con il video tutorial della ricetta dei biscotti girandola e 2 milioni di visualizzazioni e oltre 27.000 condivisioni per quello della cheesecake alla Nutella.

Risultati raggiunti grazie a video brevi e accattivanti girati ad hoc per i canali social, privilegiando tecniche come il jumpcut e lo stop motion, e a un rapporto costante e attento con i propri utenti, che riconoscono e premiano la qualità di GialloZafferano anche nei contenuti video, realizzati con lo stesso criterio di preparazione delle ricette, testate più volte prima di essere girate. Un rapporto confermato dal numero di interazioni: una media di 4.000 per video, tra like, condivisioni e commenti degli utenti che inviano le foto delle loro realizzazioni culinarie.

In quest’ottica è stata siglata una partnership con Wochit, piattaforma internazionale di creazione video, che consente di potenziare la produzione di contenuti video originali. Wochit offre un tool di editing per gestire la personalizzazione grafica delle diverse linee di produzione dei brand: viene utilizzato dal team di content editor di Mondadori, mettendo a frutto l’esperienza nella content curation per la creazione di video efficaci e in linea con il tone of voice del brand.

Durata breve, formato quadrato che si adatta a tutti i tipi di device, immagini selezionate e d’effetto con anteprime a tutto schermo immediatamente visibili nei feed e testi capaci di catturare gli spettatori amplificano l’impatto dei video sui canali social.

I video realizzati dai brand del Gruppo Mondadori con Wotchit hanno ottenuto oltre 30 milioni di visualizzazioni. Tra i più apprezzati, il video di Focus, Come berremo l’acqua nel futuro , con più di 4 milioni di visualizzazioni e 70.000 condivisioni; quello di Donna Moderna, Rapporto tra zia e nipote, con 2,7 milioni di visualizzazioni e 60.000 condivisioni; e quello di Pianeta Mamma, Un papà non è solo un papà, con oltre 2 milioni di visualizzazioni e quasi 60.000 condivisioni.

Gruner+Jahr/Mondadori acquires

The community for parents is added to the publishing company’s portfolio becomes Italy’s first “family network”

A new editorial product has been added to the portfolio of products of Gruner+Jahr/Mondadori: the video community, which has been bought from The BLOGTV.

Thanks to this operation, Gruner+Jahr/Mondadori has created Italy’s first “family network”. Operating under the brand, the site will move from being a simple portal to being an authentic multimedia platform able to draw in other products aimed at parents and families., thanks to its video community,” underlined Enrico Ciampini, web publisher at Gruner+Jahr/Mondadori, “is wholly complementary with the editorial offer of Now, along with the quality of the content, we can offer to parents the possibility of managing their videos and to share them with other families on a social platform specifically dedicated to them. The family network was created from and will continue to evolve through cooperation and new projects, in order to respond to the needs of families looking for reliable online information and creating moments of social exchange.” concluded Ciampini.

“We are extremely satisfied with the inclusion of in our network of titles,” declared Davide Mondo, managing director of Mediamond, the company that will manages advertising sales for the site. “The arrival of a community of such relevance has a strategic significance for us, in that it will enable us to reinforce our already strong position in the “parents” target where we have, in addition to, the channel dedicated to mothers on, with detailed coverage of the issue on the web site of Famiglia Cristiana and the Vivalamamma blog on“, concluded Mondo., first launched in 2007, is the first User Generated Content for video entirely dedicated to mothers, where they can share experiences, find answers to their questions, consult experts and where they can get direct and concrete solutions to problems and information about initiatives and events of interest. was launched in 2009. Edited by Sarah Pozzoli, the portal is targeted at families and parents with a mix of services, news and a community, with a range of information and advice about conception, pregnancy and birth, as well as the growth, development, health and diet of babies and young children.