Media: Publishing brands

Tv Sorrisi e Canzoni, the Mondadori Group’s flagship entertainment brand, has launched the new Telegatto, the stars’ favourite award, which, for the magazine’s 70th anniversary, evolves with a contemporary look as a green artwork.

With the new completely restyled and sustainable Telegatto, Tv Sorrisi e Canzoni is looking to the future, taking a new approach to celebrate the talent of artistes and enhance the prestige of an award that has become an integral part of the history of Italian entertainment.

The exclusives statuettes, in blue, yellow and fuchsia pink, were designed by Cracking Art, a well-known artistic movement that has created urban installations all over the world. Each piece is made of recycled materials and regenerated plastic, with a procedure that is unique in the world of art.

«We are delighted to present the new Telegatto to the readers of Sorrisi. Our famous statuette has been given a make-over, for a contemporary look in tune with the times. Its function has also changed: the criterion with which the Telegatto used to be assigned was based on a subdivision into categories and it was largely a competitive award. But the world has changed, as has the way entertainment is delivered with the arrival of social media, digital and streaming. At the same time the manner and timing of the presentation is changing: our new Telegatto will be presented on several different occasions during the year, as a recognition of the achievement of the recipient» says Aldo Vitali, editor of Tv Sorrisi e Canzoni.

The Tv Sorrisi e Canzoni awards will be given to the stars of television, music, cinema, and sport, as well as to the most representative personalities in modern entertainment, who for Sorrisi have become reference models for audiences of all ages.

The star who opened the age of the new Telegatto is Vasco Rossi, presented with the Tv Sorrisi e Canzoni award by editor Aldo Vitali as a symbol of Italian music returning to a new season of concerts in Italian stadiums. An artist who is a bridge between different generations of fans.

Vasco Rossi is the cover on this week’s edition of Tv Sorrisi e Canzoni with an exclusive interview. Sorrisi is also putting up tickets for the artist’s tour: simply register on the link https://sorrisi70.sorrisi.com/. All the videos on the award of the new Telegatto will be available on the social channels and on the website of Tv Sorrisi e Canzoni.

Palazzo Mondadori, where the editorial staff of Tv Sorrisi e Canzoni are based, was “invaded” by the new Telegatto for a day: the Cracking Art pieces were placed along the edge of the building created by Oscar Niemeyer for the launch of the initiative. 

The new Telegatto underscores the continuous innovation that has always been a distinguishing feature of the DNA of Sorrisi, a brand that continues to win new generations of readers and users, thanks to its special relationship with the stars of the entertainment industry.

Tv Sorrisi e Canzoni is a multichannel system with an audience of 2.4 million readers (source: Audipress, 2021/III), 3.1 million users (source: Audiweb, January 2022) and more than 950,000 fans (source: Shareablee e Insight, March 2022). Its editorial offer comprises the magazine, Italy’s best-selling and most widely read weekly publication, the website, social media and events.

The creative project was developed and organised by the Hunbranded agency.

To mark Earth Day, that falls on 22 April, Grazia, the magazine edited by Silvia Grilli, presents a special issue entitled Pianeta verde, Pianeta di pace (Green Planet, Peaceful Planet) which brings together the voices of leading figures in the ecological revolution along with stories from people who show that another style of life is possible. The whole world in worried about the war in Ukraine and the inevitable consequences it will have of the balance of power in the world, but there is another battle that must not be forgotten: the fight against global warming.

“We are appalled by the images of Russia’s aggression against Ukraine. It is a horror the effects of which will haunt us for a long time. Not only in history and in our memories, but also engraved in the environment, because the arms industry is the most polluting in the world: and weapons manufacturers are the biggest institutional producers of greenhouse gases on the planet,” declared the editor of Grazia Silvia Grilli. At the end of February, a group of scientists prepared a report for the United Nations, warning that the effects of global warming are increasing extremely rapidly. While the whole world is watching Russia’s aggression against Ukraine, with its unspeakable burden of suffering, there is another battle that cannot be overlooked: that for the survival of the planet. On the occasion of Earth Day, in this special issue, I wanted to hear the voices of some of the leaders of the ecological revolution and the stories that can inspire each of us to change our style of life. Because only commitment of everyone can lead us to a more peaceful and greener future,” Silvia Grilli concluded.

Grazia Pianeta verde, Pianeta di pace is an issue full of interviews, exclusive first-hand accounts, surveys, fashion and beauty features dedicated to eco-sustainability and environmental issues. Readers can read an interview with Jovanotti who with his Jova Beach Party 2022 is breathing life into fundraising efforts, scholarships on environmental issues and missions to clean up natural areas. And, once again, Leonardo DiCaprio, the movie star who has done so much for the environment talks about his vocation, his network of donors and the choices in the pursuit of transparency. Marion Cotillard confides in Grazia that she is tempted to leave the movie business for the ecological battles that have already taken her from Antarctica to the Philippines. Now the actress is coming to cinemas with a documentary about young people who are leading the shift towards a sustainable future.

So, a range of content and activities not only in print, but also on social networks and on the web. In fact, from this week, on the Grazia Instagram profile (@grazia_it), Camilla Mendini, on the web Carotilla, the most famous green influencer in Italy, will be the protagonist of a series of videos against daily waste. It begins with a number of reels dedicated to the issue of clothes and objects that are too often thrown away or destroyed, when they could be usefully recycled.

Grazia, with 21 editions around the world, confirms its role as a brand able to continuously evolve, remaining a point of reference for 3 million users and readers (Source: Nielsen Media Impact Data Fusion, September 2021) and more than 1.6 million fans (Source: Shareablee plus Tik Tok and Pinterest Insight, March 2022).

ONIM – the National Influencer Marketing Observatory, which analyses Influencer Marketing at the national level in Italy, welcomes new member Mondadori Media, the social multimedia company in the Mondadori Group that leads the Italian market with 60 million fans.

This synergy will broaden ONIM’s vision of the Italian market even further, integrating the experience and know-how of the Mondadori Media brands, which lead the way in vertical segments linked with the Italians’ great passions: from Giallozafferano to Focus, MyPersonalTrainer and The Wom, to mention only a few.

The social multimedia company holds a distinctive position with 110 social profiles and a growing fanbase on all platforms. This dynamic range continues to grow with innovative editorial content drawing on exclusive partnerships with more than 200 top creators particularly popular with Generation Z, a target that is increasingly the focus of brands’ projects and special initiatives.

“The addition of a company like Mondadori Media,” says Matteo Pogliani, ONIM Founder and President, “represents yet another step toward a complete understanding of influencer marketing and the creator economy in Italy. Mondadori Media has stood out over the years for its constant focus on creators, leading to particularly interesting forms of synergy and integration. It represents a case history worth analysing, offering us an opportunity to broaden our horizons in different directions from “classic” Influencer Marketing”.

“We’re very proud to become a part of ONIM: as Italy’s top social destination, we maintain a constant focus on new idioms and the production of innovative, creative formats”, commented Andrea Santagata, General Manager of Mondadori Media. “Our brands respond to the demands of an increasingly vast public, playing a leading role on the social networks, where we can count on the collaboration of a team of creators including top talents from Italy and abroad. This is why we consider it strategic to continue focusing on influencer marketing, adding to and strengthening our range of content,” concluded Santagata.

Focus, the Gruppo Mondadori brand leader in scientific dissemination, is launching “Talks”, a new web and social media channel which, through direct interviews with scientists, researchers and science communicators, will talk about the innovations and transformations that will change the world in the next thirty years.

In this video library with original contents, available on Focus.it, Facebook and YouTube, Focus will give a voice to the most authoritative representatives of the scientific and academic community: well-known and respected speakers will share their views and vision on the future of science, technology, environment, medicine, nutrition, lifestyles and sustainability, in a variety of formats that range from presentations and debates to live events.

Challenges, progress and evolution will continue the story that the brand started with Focus Next 30, the series of special initiatives and in-depth talks that Focus launched to celebrate its 30^th anniversary in 2022. This journey can build on a strong and constantly increasing digital audience, with over 4.2 million fans on social media that add to the 5 million readers and users.

The Focus “Talks” will be inaugurated with 4 exclusive videos, premiering online:

Nanomedicine for challenging tumours
Marco Ferrari, an academic and entrepreneur, involved in studies on nanotechnologies applied to tumour therapy, will speak of his experience in academia and his research that focuses on the development of nanomedicines.

The motor of water
Giulio Boccaletti, one of the world’s most important experts in environmental safety and natural resources, will speak about water, sharing his experience at The Nature Conservancy, the world’s largest environmental non-governmental organisation, where he directed programmes on this resource in over 70 countries and territories.

The first environmentalist
Paolo Colombo, professor of History of political institutions in the Faculty of Political sciences in the Università Cattolica del Sacro Cuore [university] in Milan, will talk in detail of Alexander Von Humboldt, a naturalist, explorer and scientist who, two centuries before anyone else, spoke of the dangers and consequences of man recklessly exploiting the natural environment.

Fantasy & Science Fiction
Two people will hold this talk, the fantasy writer Laura Troisi and Luca Perri, an astrophysicist working in the Merate Observatory and the Milan Planetarium, which has been dealing with science dissemination for more than ten years. In their talk, they will speak about how literature, fantasy and science seep into one another and mix.

The “Talks” format will be expanded by talks from scientists, astronauts, athletes, artists and experts from all over the world who took part in Focus Live. Every year, the unmissable Focus festival of science offers an audience of fans a thick programme of meetings, events and experiences, with the participation of well-known international figures. Available for the first time on demand, there will be talks by Telmo Pievani, Stefano Mancuso, Giampiero Accinelli, Barbara Mazzolai, Norma’s Teaching, Alberto Mantovani, Luca Parmitano, Bebe Vio, Oliviero Toscani, Tommaso Ghidini, Vittorio Sgarbi and many more.

This digital library of exclusive videos will be with the Focus community until the event’s next edition, which will be held from 4 to 6 November in the Leonardo da Vinci National Museum of Science and Technology in Milan and streamed live.

Source: Nielsen Media Impact Data Fusion, October 2021
Source: Shareablee + Insight, January 2022

The Wom, the 100% inclusive digital media brand for young millennials and generation Z, is today launching the #TheWomPower campaign to celebrate everyone’s uniqueness and freedom to express their personality.

The project is designed to actively involve the new generations on social media through an innovative and inclusive tool, which encourages creativity and helps people speak frankly and openly about themselves, becoming an inspiration to all the community.

People who do not wish to be boxed into a single definition are being invited by The Wom to share their “superpowers” on social media, i.e. share what makes them exceptionally normal, creating a short video with the new #TheWomPower TikTok effect and the Instagram filter. 

Just use your hands to create the The Wom “W” in front of your smartphone’s camera to activate the effect and be surrounded by the new explosive purple cloud in the brand’s palette, and so transform into one of the WOMderful Heroes with the courage and determination of The Wom. The effect is completed by the original Be WOMderful audio track composed specifically for it.

“After its début last month, the new #TheWomPower campaign is a new piece in the The Wom communication strategy aimed at reaching the young generation as its target, promoting the brand’s values. It is an initiative aimed at making everyone feel perfect in their uniqueness, multiplying the contents and positive models they can see themselves in. Because being normal is an amazing endeavour,” declared Daniela Cerrato, mass market brand manager for Mondadori Media.

The campaign has been developed working with the brand’s Gender and Inclusion editor, focusing also on accessibility for people who have hand motor coordination issues.

“The Instagram filter is completely inclusive: it can be activated your fingers or mouth. It is an important step towards eliminating all types of barriers,” explains Benedetta De Luca, Gender and Inclusion editor for The Wom.

The campaign will be expanded by the The Wom squad and involve over 50 creators. These include body positive creator Giorgy Colella, gamer and cosplayer Antonella Arpa – Himorta, creator and makeup artist Abbia Maswi, curvy influencer Barbara Conte, creator and gamer Gioffy, makeup artist and beauty creator Beatrice Gherardini, fashion stylist and creator Lucia Andreoli, beauty creator and makeup artist Pierangelo Greco and beauty creator Arienne Makeup.

All contents created by users and creators will be included in the #TheWomPower effect page on TikToK and in the The Wom Instagram stories.

The project was developed with the contribution of the TikTok Italia team and the FLU and Cosmic agencies.

To support the launch of #TheWomPower, a domination and amplification campaign was put in place and is currently active on TikTok and Instagram.

The Wom can count on a growing audience: in February, its total fanbase on social media was 3.7 million, with 100,000 more followers compared to January, with 2 million interactions (Source: Sharablee and Insight, February) and a 38% increase in unique users on the web (source: Google Analytics, February vs January).

The initiative confirms the versatility of the project that can be activated on the The Wom platform. Thanks to marketing by Mediamond, the brand’s exclusive dealer, customers can use original formats that strategically combine videos, reels, stories and challenges, curated with The Wom editors, to talk about different product sectors, ranging from beauty to fashion, pharma to travel. In each of these sectors it is possible to activate commercial solutions with different types of offers, with guaranteed reach and possibly involving the most WOMderful creators.

Icon, the men’s fashion and lifestyle brand of the Mondadori Group, presents a new special issue entitled “Beautiful Minds”: a manifesto issue with five exceptional cover stories, dedicated to young talented people selected for their inspiring stories of valour, courage and determination.

An issue celebrating all that is contemporary, increasingly enhancing fashion, its protagonists and the worlds that it embraces as a key to narrating society, also with a view to art, culture and current events.

They are Chiara Corapi, the nineteen year old girl who, during the violence on New Year’s Eve, in Piazza Duomo in Milan, decided not to look the other way and saved a girl of her same age: a courageous gesture that switched on a light in the darkness and a hope for the future; Manu Ríos, who, following the success on Instagram and YouTube today is the star of the Élite and La edad de la ira series; Harry Kirton, who, starting from scratch and with his determination, has become one of the stars of Peaky Blinders, a cult series now in its final season, and Evan Mock, actor and model among the stars of the reboot of Gossip Girl, who faces life and the ocean with temerity. Positive examples, accompanied by the wild vitality of the boys photographed by Bruce Weber for the fifth cover of the new issue of Icon, perfect portrait of freedom.

In the April issue of Icon, the story of the style and male passions continues, intertwining with the voices of other amazing people, capable of visions and inventions, able to influence what happens around us: Alvaro Pascual-Leone, the world-renowned neurologist who explains how our brains work; a fashion giant like André Leon Talley remembered by the great journalist Michael Roberts; Giacomo Bertagnolli, Italian flag bearer and Paralympic ski champion; Dave Gahan, frontman of Depeche Mode; the best-selling author Sally Rooney. And also entrepreneurs, industrialists, creative artist and musicians tell what is happening in fashion and beyond.

The contents of the new issue will also be amplified on Icon.it and on the brand’s social media. Always attentive to contemporary trends, Icon offers its community of readers and users a sophisticated look at the latest news, which extends from fashion to beauty, beverages, travel and cars, to reach a distinctive and increasingly broad and international audience.

For the launch of the new issue of Icon, at news-stands from 15 March, a communication campaign has been planned on digital out-of-home circuits in the main districts of Milan.

There is a war at the gates of Europe, a conflict that is also an attack against our values. In support of liberty, Grazia, the magazine edited by Silvia Grilli, has developed an extraordinary project entitled Buongiorno Grazia (#BuongiornoGrazia), for which it asked the young artist Bianca Cedrone to create 10 works which have become 10 collectable covers for this special issue.

“There are times when it is our duty to underline which side we are on. This is one of those moments and we are on the side of freedom. And we are declaring it with this extraordinary issue of Grazia and 10 covers that are works of art and represent what we believe in: peace, human rights, care for the planet, honest journalism,” said the editor of Grazia Silvia Grilli. “In attacking Ukraine, Vladimir Putin wants to subdue a nation that is on the road to self-determination. Begun as a “special operation”, the war led by the Kremlin’s boss has (thanks to the reaction of the free world) become a conflict between two different conceptions of history. On the one hand, progress, on the other, a retreat evoked by a bloodthirsty leader who rules through lies, oppression and death, and a view that the lives of others are of no value. Grazia, with honest journalism, devoid of fake news, knows which side it is on. This edition, with its values and commitment, wants to reassert the primacy of free information, rights and peace, because we must never take them for granted,” the editor concluded.

Each cover of this special issue represents one of the values that guide the Grazia brand, forming a collection of unique digital works, created with NFT technology, in which images blend with the exciting notes by the brilliant composer Giovanni Allevi. The collection is inspired by a desire to defend a freer and more inclusive world, more respectful of the planet and of people, where the uniqueness of everyone is the strength to pursue their talents and realise their dreams.

“This project with Grazia has allowed me to explore parallel realities and worlds with the dreamlike and surreal aesthetic that represents me,” said Bianca Cedrone. “Being able to explore such important values through my vision and imagination is an enormous satisfaction. And I believe it is important to convey profound messages through beauty and imagination and I hope that my work can serve as an example,” the artist concluded.

“A work of art must move consciences and focus attention on urgent issues. When the innovative Grazia project was presented to me, I immediately realised the important synergy that could be created for and in support of women,” said Giovanni Allevi. “The musical heart of Grazia NFT is represented in 3 themes in the different emotional approaches – rhythmic, poignant and dreamy – of my solo piano piece” “Woman Warrior”, a tribute to all the women warriors who in this historical period are carrying the weight of the tragic and difficult events we are seeing, thanks to their combative spirit, their courage and an unconditional love for life. I am thrilled to think that music, such an ethereal and impalpable art, can make a contribution to the creation of concrete change in our time,” concluded Allevi.

The collection of NFT digital works, which includes all ten covers, can be purchased on the manifesto.grazia.it platform, developed by Smartxchange Ltd. With this platform, for the first time ever, Grazia has made the world of NFT inclusive, simplifying the purchasing processes in a few clicks. The proceeds will go to support the ‘Emergenza Ucraina’ project for children and women of the Fondazione Francesca Rava N.P.H. Italia Onlus (#GraziaNFTforUcraina).

“I am deeply grateful to the editor Silvia Grilli who, with this wonderful initiative launched by the magazine Grazia, decided to support the Fondazione Francesca Rava, which is always at the forefront of helping children and families in difficulty, and is now also involved in the Ukraine emergency,” said Mariavittoria Rava, President of the Fondazione Francesca Rava NPH Italia Onlus. “A few hours after the Russian invasion of Ukraine, the foundation took immediate action to respond to the most urgent needs of hospitals through Prof. Oleg Bodnar, head of the Pediatric Hospital at the Bukovnian State Medical University in Chernivtsi and a volunteer of the Foundation also in Haiti. We took prompt action on two fronts: sending convoys with drugs, medical, surgical and operating theatre equipment via Siret-Romania and warmly welcoming Ukrainian mothers and children arriving in Italy making enormous sacrifices. We need everyone’s help in order to save as many lives as we can and this wonderful project is of great help to us. I therefore launch an appeal to all readers of Grazia, for their support for the work of the Francesca Rava Foundation in this emergency.”

The special issue
This special issue of Grazia, on newsstands from tomorrow, is dedicated to the 10 values for which the brand is a spokesperson: PEACE, in the defence of a free world; ACTIVISM for freedom of opinion; INCLUSION, for the enhancement of diversity; BEAUTY, to embrace all types of bodies, sizes, and skin colour; FEMINISM, enhanced with new shades and power, for a sexy woman full of energy and free to love whoever she wants; VOICE, for reliable information, shared with a community of readers; INTERNATIONAL, because news travels very fast and comes from every source and part of the world; VISION of the challenges to be faced, the causes to fight for but also the discoveries, the achievements, including SAFEGUARDING THE PLANET; FASHION, for a style that intercepts and interprets the most contemporary trends.

Buongiorno Grazia is the first special issue of 2022 and has met with a lot of interest in the advertising market which continues to recognise the commitment and values that have always characterised Grazia. In fact, many clients have included the magazine’s initiative in their planning, leading to a total of over 100 advertising pages.

Focus Junior has brought out a line of Easter eggs created to help children discover the world of animals and its fascinating multicoloured creatures.

The new product stems from the licensing agreement signed by the Mondadori Group’s flagship brand in the kids segment, and Walcor, a leading producer of Easter eggs and chocolate coins.

The initiative is another example of the strength and unique position of Focus Junior. The wealth and dependability of its content has enabled the brand over the years to broaden its educational offer from the magazine to social media, from the web to the Academies and events and, more recently, to develop licensing opportunities: projects and collaboration with distinguished partners whose reputation has further enhanced Focus Junior‘s distinctive positioning.

A range of offers aligned with the brand philosophy, which have successfully extended from the design of play and educational areas to the publication of game-books, from collections of exercise books, schools materials and miniature flow-packs to the design of made-to-measure children’s bedrooms, as well as confectionery.

In this last segment, after the success of the projects developed in recent years with other important industry players, Focus Junior is renewing its position with an offer created in collaboration with Walcor to stimulate the interest and imagination of children.

THE EASTER EGGS «FOCUS JUNIOR ANIMALI DAI 1000 COLORI»
Inside their Easter eggs from the «Animali dai 1000 colori» line, kids will find a Focus Junior kit intended to allow small nature-lovers to deepen their knowledge: each egg will contain one of five packs of Carioca coloured pencils so that the child can give free rein to their creativity and colour the exclusive illustrations of five animals, available on the link https://wal-cor.it/progettispeciali/divertiticonwalcor/ together with an identity card providing a host of information and interesting facts.

A play-based learning experience, which kids can also share with the social community by publishing their coloured creations with the hashtag #PasquaDai1000Colori.

Focus Junior is the brand created to satisfy the natural curiosity of children between the ages of 7 and 13 who want to have fun through an intelligent new way of discovering the world. The brand is supported by an increasingly dynamic integrated communication system with wide popular appeal, which on all channels combines a broad variety of content with a play-based constructive approach.

Coinciding with the Milan Fashion Week, Grazia, the 100% Italian fashion brand edited by Silvia Grilli, has launched Grazia Gazette Milano Fashion Week: a special online resource (gazette.grazia.it), available also on Instagram, full of news and stories.

Through the brand’s contributors, it will cover the fashion shows, backstage scenes and events, with a careful look at the present and with a focus on the spread of an inclusive culture. A reference point for fashion enthusiasts, Grazia will be a witness of the behind the scenes of the fashion shows, meeting the protagonists and professionals of the runway shows, unveiling new trends and opening the doors of the fashion venues.
Along with articles and insights, videos in the reels format will have pride of place and can be shared in real time by followers and the fanbase of the brands. Five days of full immersion that will bring fashion back to the centre of the conversation, underlining the role of the city of Milan as an ambassador of emerging talent and outstanding personalities.

Grazia Gazette MFW is just the first in a series of projects – also developed in partnership with brand sponsors – that will appear in 2022, a year of recovery, redemption and rebirth during which Grazia will be a leading protagonist with interviews, surveys, insights and special issues.

Among the many activities of Grazia this year, there is much anticipation for the release of the Manifesto issue (on newsstands from 16 March) which will highlight the ten values that guide the brand. In this special initiative with a focus on culture, the young artist Bianca Cedrone will create ten covers, each inspired by one of the values of the manifesto. The artist will also create a collection of NFT artworks that will summarise the ten values of Grazia and which will be sold in series to finance a female empowerment project for new generations by the Francesca Rava N.P.H. Italy Onlus Foundation.
The Grazia Manifesto NFT collection Grazia will be available on a technological platform developed by Smartxchange Ltd. Full information about the project and on how to purchase the works will be available on the manifesto.grazia.it website.

With 21 international editions, Grazia confirms the capacity as a brand able to continuously evolve brand that has made it a point of reference for 3 million users and readers (Source: Nielsen Media Impact Data Fusion, June 2021) and over 1.6 million fans (Source: Shareablee plus Tik Tok and Pinterest Insight, January 2022).

Mondadori Media announces its new all-digital brand The Wom: an innovative social media and web magazine dedicated to young millennials, a generation for whom uniqueness is a strength and a value that goes beyond labels to enhance them and others.

The brand name is an abbreviation of “woman”, with multiple meanings: The Wom powerfully overcomes gender differences (“Woman or Man”), celebrates all women (“Wonder Woman”, “Wonderful Me”), and talks the same language as users (“Word of mouth”).

Through an original editorial offer, The Wom promotes a culture that affirms free personal expression, as reflected in the claim “Be WOMderful, be yourself”: it addresses a community of people sensitive to the values of gender equality, self-acceptance and sustainability, with inclusive content and language typical of generation Z and millennials.

With the launch of this new female brand, designed to respond to the needs and interests of the new generations of women on their preferred channels, Instagram and TikTok, and on the web, Mondadori Media – the Mondadori Group’s social multimedia company, the leading player on social media in Italy with 57.5 million fans – is expanding its editorial offer.

«The Wom talks the same language as young millennials and generation Z. It’s an ambitious project that demonstrates Mondadori Media’s continuous capacity for innovation, rooted in digital expertise and constant attention to new languages and formats, making us a leading multimedia company on the web today and the first social destination in Italy. With The Wom we want to become a go-to for the under-35s on social media, affirming the uniqueness of each individual and providing inspiration in key areas of self-expression such as beauty or fashion,» said Andrea Santagata, general manager of Mondadori Media.

To safeguard its mission, The Wom is the first Italian editorial brand to introduce a Gender and Inclusion Committee. The purpose of the committee, an independent body, is to implement the values agenda of The Wom on the issues of greatest interest to the new generations. Its members will include such distinguished women as Benedetta De Luca, a law graduate and disability model, who, as Gender and Inclusion Editor, will ensure that the brand’s content and philosophy comply with all the principles that inspire The Wom, using appropriate language and sensitivity; Federica Gasbarro, an activist, biologist and green influencer, who, as Climate Editor, will raise the awareness of The Wom followers on climate-change-related topics; Victoria Oluboyo, a civil rights activist and intersectional feminist, and Ariman Scriba, a mental health advocate, who will focus on invisible forms of distress.

The Wom has already achieved extraordinary results: in the few months since the launch of the beta version on social media and the web, it has attracted an overall fanbase of 3.6 million followers, 90% of whom are women, and an audience of 5 million unique users per month, to become the leading brand in the under-35 female segment (source: Shareablee e Insight, January 2022; Google Analytics, January 2022).

The new brand stands out for the presence, on both Instagram and TikTok and online at www.thewom.it, of the main The Wom account and other 5 vertical profiles – The Wom Beauty, The Wom Fashion, The Wom Healthy, The Wom Life, The Wom Travel -, with features and inspirations relating to beauty, fashion, wellness, travel, lifestyles, to respond to the interests of this generation.

Another asset of The Wom is the production of short videos portraying the values of this generation, interpreted by a team of more than 50 creators from among the most popular names on Instagram and TikTok. They include gamer and cosplayer Antonella Arpa; creator and beauty influencer Martina Luchena; bionic model Nina Rima; curvy model Paola Torrente; beauty creator Arienne Makeup; body positive creator Giorgy Colella; beauty guru and influencer Damn Tee; creator and make-up artist Abbia Maswi; actress and creator Ludovica di Donato, for an output of more than 140 reels a month.

The Wom has a fluid design and hybrid mix of social media and web functions, such as a social media wall and tap browsing on the site in the style of Instagram stories. The look & feel of the www.thewom.it website has been created with moving “e(motion)al” elements, like the browsing ticker and the dynamic content-related palette of pastel colours.

The Wom stylistic identity is instantly recognisable thanks to Melania Gazzaruso, aka Memilus, a visual artist who narrates daily experiences with cartoon-style illustrations, accompanied by value-based phrases with which the community identifies.

The launch of The Wom is supported by a communication campaign designed by CasiraghiGreco&, for b2b publications and DOOH in the main districts of Milan; this will be followed in March by the launch of #TheWomPower, a special challenge on Instagram and TikTok for exceptionally normal “WOMder Women”, which will involve the brand’s top creators.

Marketing has been assigned exclusively to the Mediamond concessionaire, which will provide clients with innovative sponsored social and web formats, as well as unboxing videos, product testing reels and stories with brand editors. The Wom covers a variety of beauty- and fashion-related sectors, and also aims to expand into the pharma and travel areas through collaboration with creators and industry experts.

Ad hoc content, illustrations and social media cards will be completely customisable with the sponsor’s colours, maintaining narrative consistency and guaranteeing the integration of the adv message with the editorial content.