Digital: Publishing brands

“Secret Teens” is the new branded content project created by Webboh – Italy’s leading media brand for Gen Z – in partnership with Nuvenia, with the aim of helping to break down the taboos that still surround menstruation.

“Secret Teens” unfolds across three episodes published on Webboh’s YouTube channel in collaboration with Nuvenia’s, supported by content across the brand’s Instagram, TikTok and WhatsApp channels. The aim is to talk about menstruation openly and without embarrassment, using the language of younger generations in an authentic, judgement-free space.

Just a few days after its launch, “Secret Teens” has already delivered impressive results, once again demonstrating Webboh’s ability to develop concepts that generate both engagement and social relevance. The project has already achieved more than 16 million views across its long- and short-form content, reaching 8.5 million people.

A PYJAMA PARTY BECOMES A SAFE SPACE

“Secret Teens” takes place at a pyjama party, a familiar, reassuring setting where conversations come naturally. It’s a space where confidences are shared with ease: there is laughter, honest conversation, chats about crushes, first experiences, fears and insecurities, while the subject of menstruation also becomes part of the discussion in a completely natural way, just as it does in everyday life. The format is built around the idea of sisterhood, creating a safe space where no question is out of place and no experience is judged.

Leading the conversations is Arianna Madonna, one of Webboh’s best-known faces, joined by Viola Silvi and Cristina Perillo, two creators much loved by the community and multiple winners at the 2026 Webboh Awards, Italy’s leading awards dedicated to the creator economy. Together they create a spontaneous dynamic, with Arianna taking on the role of the “big sister”, promoting an atmosphere of trust and openness.

Through a natural style of storytelling that resonates with young girls, “Secret Teens” explores relationships, first experiences, insecurities and the small dramas of everyday life, while seamlessly weaving conversations about menstruation into the narrative without turning them into a lesson or a product message. The aim is to normalise the conversation by becoming a trusted voice that is at once approachable and recognisable for a young audience. Within this ecosystem, Nuvenia Teens period pants, developed specifically for teenage consumers, are naturally integrated into a narrative that reflects girls’ everyday lives and remains true to the tone of the project.

A BRAND INTEGRATION THAT CREATES VALUE
With “Secret Teens”, Webboh reinforces its role as an editorial partner capable of developing branded content projects that tap into the conversations that matter most to Gen Z and Gen Alpha, translating brand values into authentic content that genuinely resonates with the community.

For Nuvenia, the project represents an opportunity to become part of a conversation that is already taking place among young girls, helping to normalise discussions around menstruation through contemporary, inclusive and credible language.

The collaboration demonstrates how a brand integration built around content, rather than the product itself, can generate engagement, social relevance and a more authentic relationship with younger generations.

Link to watch “Secret Teens”.

Webboh is Italy’s leading media brand for Gen Z. Founded in 2019 and part of the Mondadori Group since 2023, it reaches 5 million people every month across its web and social channels (Source: Comscore, social incremental reach, average of the last three months) and has a community of more than 6 million followers across TikTok, Instagram, YouTube and WhatsApp. It consistently ranks among the top ten most influential Italian media outlets on social platforms and is the leading brand for Generation Z in terms of engagement and video views (source: Prima Comunicazione Top Italian Media ranking).

MypersonalTrainer Days is back with two full days dedicated to fitness, wellness and sport, packed with free, exclusive and spectacular workouts and experiences. On 19 and 20 September, against the stunning backdrop of Milan’s Arco della Pace, the event will return for its fifth edition, reaffirming its status as a must-attend occasion for anyone looking to make time for themselves, discover new activities and immerse themselves in an atmosphere of infectious energy. The initiative aims to replicate last year’s outstanding results. The previous edition attracted an exceptional level of participation, with more than 300 hours of activities, all selling out within just a few hours, confirming the strength of the brand on the ground as well.

Wellness Beat

Visitors will be able to create their own personalised wellness journey and discover their own Wellness Beat through a packed programme running from early morning until evening. Workouts, experiences and activities will cater for every level of ability and every passion. Wellness Beat is the central theme running throughout the event: the heartbeat that accompanies movement, the rhythm of workouts, dance, music and shared energy. It is an invitation to find balance through personalised wellbeing experiences, following the unique rhythm of body, mind and emotions.

Unmissable new experiences, all in rhythm

The weekend opens with the energising and balancing rhythm of bodyART®, presented in collaboration with YOGAESSENTIAL. This unique training experience develops endurance, strength, mobility, concentration and breath awareness through bodyweight exercises inspired by martial arts, yoga, physiotherapy and functional training. Always committed to identifying and anticipating emerging wellness trends, MypersonalTrainer is bringing bodyART® to the Arco della Pace for the very first time, following its growing popularity in the United States.

Another highlight will be the AntiGravity^® Fitness Area with Sayonara Motta. This innovative programme combines dance, pilates, acrobatics, calisthenics and yoga, delivering significant spinal decompression benefits. Using suspended hammocks, AntiGravity^® Fitness works against gravity to tone, lengthen and realign the body while improving posture, flexibility, balance and coordination, as well as helping to relax the nervous system.

The same area will also host a Yoga Therapy Stress Relief class, combining the dynamic flow of  vinyasa  yoga with the mindful use of mudras, ancient symbolic hand gestures, to help harmonise the five elements: earth, water, fire, air and ether.

Among the unmissable new additions, visitors looking to have fun and raise their heart rate will be able to try Maculelê, an Afro-Brazilian dance linked to capoeira,  as well as the new EBS  (Evolution Burn System) Kombact Burn classes, a high-intensity functional workout combining boxing and kickboxing techniques with targeted exercises to burn fat, improve endurance, and build strength and agility. The line-up also includes Tamboo and Strong Nation™, two dynamic and engaging activities.

To round off Saturday in style, the Zumba Beat Party will take over the heart of Milan with an evening of music, dancing and celebration. An unforgettable experience where wellbeing comes alive through rhythm, movement and shared enjoyment.

Football legends, expert talks and free health consultations

One  of the weekend’s most eagerly anticipated highlights will be the padel tournament featuring  football legends, taking place on Sunday 20 September in partnership with Italy Padel Tour & Bomber. A host of well-known names will compete in a series of exciting matches, including Bobo Vieri, Alessandro Matri, Nicola Amoruso, Christian Brocchi, Alessio Tacchinardi, Stefano Torrisi, Germán Denis and Tomas Locatelli.

True wellbeing comes from balancing body and mind. For this reason, MypersonalTrainer Days will once again host a programme of  talks featuring specialists, doctors, authors and leading experts. Speakers including Valerio Rosso a Giacomo Pisano (Il Socialmente Farmacista) will explore a range of important and thought-provoking health and wellbeing topics.

Prevention will also play a central role, with free medical consultations provided by specialists from CDI. Visitors will be able to book appointments in a number of areas including nutrition, physiotherapy, orthopaedics, breast health, physical medicine and rehabilitation, sleep medicine and internal medicine.

Nutritionist Laura Crugnola, journalist and author Angelica Amodei, both from Power Talent Agency, together  with dietitian Tiziano Scarparo, will also be sharing practical advice on healthy, balanced nutrition.

The fitness gurus at the heart of the event

Returning once again are some of the event’s most popular fitness personalities, including Jill Cooper, Jairo Junior, Nicolò Famiglietti and Silvia Fascians, from the Power Talent Agency roster and members of the MYPT Crew, alongside many other well-known instructors. The fifth edition will also see the return of MYPT Cross the Park with Jairo Junior, an exciting initiative combining functional training, cardio fitness and community spirit. Participants will make their way through Parco Sempione and Castello Sforzesco before returning to the Arco della Pace , creating the now-iconic wave of colourful MypersonalTrainer T-shirts ready to inspire and involve people of all ages.

Activities for children and four-legged friends

This year’s Mypersonaltrainer Days will once again host Pompieropoli, the educational experience organised by the Italian Fire Brigade for children aged three and over. Combining fun with learning, the activity concludes with every young participant receiving a certificate of participation.

There will also be plenty of space dedicated to four-legged companions thanks to the exclusive Pets Area, a dedicated wellbeing trail featuring activities designed to keep pets active, together with expert advice on their care and wellbeing.

Opportunities for brand partners

A wide range of bespoke partnership opportunities has been developed in collaboration with Mediamond and Mediaset Group’s Integrated Media Solutions unit, enabling brands to create original and engaging activations. Partner initiatives will be amplified across MypersonalTrainer’s website and social media channels through interviews, dedicated content and continuous coverage, from the teaser campaign through to live reporting and post-event highlights celebrating the most memorable moments of the weekend.

The  brands supporting this year’s event are: Ballarini, Bayer Italia, Carnidyn, Corman e Omron, Curasept, DR Automobilies, Enterogermina Gonfiore, Gran Cereale, GranTerre with the LiberaMente brand, La Piadineria, Lindahls Protein, Maalox Digestione RAPID, Mulino Caputo, Natural Trainer, Théa farma, Viteba, Yakult, and Zespri.

Ecopneus, the non-profit organisation and Italy’s leading operator for the management of end-of-life tyres (ELTs), is the event’s sustainability partner.

The event will also be supported by an integrated multimedia campaign spanning digital out-of-home (DOOH), digital and social channels.

For further information and updates:https://www.my-personaltrainer.it/

MypersonalTrainer is Mondadori Digital’s leading media brand for health, wellbeing, healthy nutrition and active lifestyles, reaching 11.5 million people every month across its website and social media channels (Source: Comscore May 2026), alongside a community of 6.6 million social media followers (Source: Comscore Shareablee and platform insights). Over the past five years, the brand has strengthened its live presence through flagship events including RiminiWellness and MypersonalTrainer Days at Milan’s Arco della Pace.

GialloZafferano USA Inc., Mondadori Digital’s U.S. company managing GialloZafferano’s operations in the United States, took part for the fourth consecutive year in the Summer Fancy Food Show in New York (28–30 June, Javits Center). Now in its 70^th edition, the event is North America’s leading trade show for the specialty food industry, bringing together more than 2,400 exhibitors from 57 countries and over 32,000 trade professionals, including buyers, distributors, investors and media representatives.

The 2026 edition took place against the backdrop of the United States confirming its position as the second-largest destination market for Italian agri-food exports, and the largest outside the European Union. In 2025, Italian food and beverage exports reached a record €72.5 billion, up 5% year on year despite a challenging international environment. Within this context, the Summer Fancy Food Show serves as the leading meeting point between Italy’s finest food producers and the American distribution, retail and media sectors. GialloZafferano USA Inc. plays a key role in this ecosystem as an integrated digital and physical hub, helping Italian companies build not only a presence in the U.S. market but also a distinctive and lasting brand narrative.

“When we first attended the Fancy Food Show four years ago, our goal was to better understand this market. Today, GialloZafferano has established a permanent presence in the United States, and we are ready to help further strengthen the position of Italian companies in America by leveraging the power of a unique brand that does more than showcase Italian food. It creates meaningful connections,” said Gabriele Colasanto, Brand Director, Food Area at Mondadori Digital and CEO of GialloZafferano USA Inc.

GIALLOZAFFERANO AS MEDIA PARTNER OF THE ITALY PAVILION

This year once again, GialloZafferano served as media partner of the Italy Pavilion, alongside Universal Marketing, the Specialty Food Association‘s exclusive representative in Italy and organiser of the Italian companies’ participation at the Fancy Food Show. In 2026, the Italy Pavilion once again stood as the event’s largest international exhibition area, hosting more than 300 companies across approximately 3,000 square metres, highlighting Italy’s central role in the global specialty food sector. At the Summer Fancy Food Show in New York, GialloZafferano furthered its mission of bringing together the authentic traditions of Italian and American food culture while engaging with younger generations through the food creators of Zenzero Talent Agency—including Cooker Girl, CookwithFez and Daniele Rossi—joined by a roster of Italian American creators comprising Alessandra Ciuffo, Silvia Barban and Bilena Settepani. Together, they took centre stage in live cooking demonstrations and created original content for partner brands. Activities were amplified through GialloZafferano Loves Italy, the social media profile dedicated to international audiences, with a particular focus on the U.S. market.

GRANA PADANO: FROM THE CONSORTIUM’S STAND TO CASA GESSI

The long-standing partnership with Grana Padano continued through a programme of content, social activations and brand experiences. At the Consortium’s stand, GialloZafferano hosted daily live cooking demonstrations and edutainment sessions for the show’s B2B audience, featuring nutritionist Cassandra Lepore, who led discussions on nutrition and healthy eating. Topics that are becoming increasingly important to American consumers. GialloZafferano also served as the food media partner for a special evening at Casa Gessi—an exclusive New York venue where art, lifestyle, cuisine and cocktails came together—featuring Cooker Girl, Silvia Barban and Bilena Settepani. For the occasion, bartender Matt Maretz (Employees Only) created a signature Grana Padano cocktail especially for the event.

UNFANCY NIGHT: THE ITALIAN SIGNATURE APERITIVO WITH CESARE BATTISTI

To conclude the Summer Fancy Food Show, GialloZafferano hosted the third edition of Unfancy, the evening event that has become the go-to closing gathering for New York’s Italian food community. Conceived as an informal setting beyond the traditional trade show environment, it was designed to foster connections among brands, chefs, creators, buyers and industry professionals, in a context where food once again became an experience before a product. For its 2026 edition, the event took a significant step towards establishing its own editorial identity.

GialloZafferano entrusted the evening’s culinary programme to chef Cesare Battisti—chef and owner of Ratanà in Milan, a collaborator with GialloZafferano and Zenzero Talent Agency, and one of the most respected voices in contemporary Italian cuisine. For the occasion, he created an Italian Signature Aperitivo featuring three bespoke tasting bites, each expressing his culinary philosophy while showcasing the excellence of Italian gastronomy with authenticity and restraint for an audience of American food industry professionals. The evening was made possible thanks to the support of partner brands that shared this vision.

De Cecco—one of the most established and recognised Italian pasta brands in the U.S. market—was among the sponsors of Unfancy Night and hosted a live cooking demonstration with Silvia Barban, who prepared her own reinterpretation of Pasta alla Norma. At the Urbani Tartufi food station, chef Daniele Rossi showcased the flavour of Urbani truffles through his signature panettone and beef tartare. Ferrarelle curated the evening’s bar stations, while chef Luca Manfè created Italian-inspired toppings for the artisanal pinse by Pinsa di Marco, which joined GialloZafferano at the Fancy Food Show for the second consecutive year. Together with GialloZafferano, these brands share a commitment not only to bringing their products to the U.S., but also to promoting the cultural heritage that makes them distinctive. Held on a rooftop overlooking the New York skyline, the evening perfectly captured the spirit of the event: Italian in inspiration, New York in outlook.

The communication project was developed with the support of the Sales Marketing & Integrated Media Solutions division of Mediaset Group.

GialloZafferano is Italy’s leading food media brand. Online, one in two Italians cooks using GialloZafferano, which reaches over 21 million people every month (Comscore Social Incremental Reach, March 2026). With a fanbase of 72 million followers, it tops the global rankings for food brands on social media (source: internal analysis of Shareablee–Comscore data and social insights). Always on hand with easy recipes that anyone can make, it is available at any time of day across all channels: from the internet to social media, the app, smart devices, the magazine, books, and even local events.

For years, it hashelped millions of Italians find a solution to the daily dilemma: “What shall we cook tonight?” Now GialloZafferano, Italy’s leading food media brand, is taking it a step further and also answering the question: “Where shall we go to eat?”

This development has led to GialloZafferano Ristoranti, a digital platform (available on its dedicated website and via an app) designed to map, compare and consolidate reviews of Italian restaurants.

It is not just a guide, but a reference tool that brings together reviews from 15 industry sources, analysing them using over a hundred criteria.

The aim? To provide a transparent, objective and comparable assessment to find the right restaurant in your preferred area and at your desired price.

“GialloZafferano has always helped people make better choices in the kitchen. With GialloZafferano Ristoranti, we are extending this mission to the world of dining out. We have selected 15 sources written in different languages and compiled them into a single, transparent and accessible index. Not just another restaurant guide, but a useful tool to help you get your bearings. This is the sort of innovation we want to bring to people,” commented Andrea Santagata, CEO of Mondadori Digital.

GZ Score: a composite index that measures quality

GialloZafferano Ristoranti creates a unified system for analysing some of the most authoritative Italian and international sources in the culinary field, ranging from major historical guides to leading global rankings, as well as user-review portals.

The new GialloZafferano platformis based on a proprietary algorithm that analyses public reviews of around 10,000 restaurants, highlighting the top 5,000restaurants in Italy based on the quality of the reviews they have received.

Since each guide uses different rating systems –such as stars, forks, scores or rankings – the GialloZafferano algorithm converts all ratings into a common metric through three main steps:

• mapping and normalizing the ratings;
• assigning an authority coefficient to the various sources;
• calculating a final score that combines the quantity and quality of the ratings received.

The GZ Score is expressed on a scale from 6 to 10 with one decimal place and each position in the ranking is unique. 10 is the highest score displayed on the app and the website: where it appears, the ranking of restaurants is determined by an even more detailed underlying score.

The Top 10 and the map of widespread excellence

The GialloZafferano Ristoranti Top 10 showcases the best of Italian cuisine:

1. Osteria Francescana (Modena)
2. Uliassi (Senigallia, AN)
3. Piazza Duomo (Alba, CN)
4. Reale (Castel di Sangro, AQ)
5. Le Calandre (Rubano, PD)
6. Villa Crespi (Orta San Giulio, NO)
7. La Pergola at the Hotel Rome Cavalieri (Rome)
8. Enoteca Pinchiorri (Florence)
9. Da Vittorio (Brusaporto, BG)
10. 12 Apostoli (Verona)

At the top of the national rankings for GialloZafferano Restaurants is the Osteria Francescana (Modena), followed on the podium by Uliassi (Senigallia) and Piazza Duomo (Alba).

Geographically, the distribution of the top 100 across regions is led by Lombardy (19%), followed by Lazio (12%) and Piedmont (10%), then Tuscany, Campania and Veneto, all at 9%.

The 100 best Italian restaurants are spread across over 70 cities. While Rome and Milan lead the Top 100 list with 10 restaurants each, the most striking statistic is that 80% of Italy’s culinary excellence is found outside the two main cities.

Badges: value for money and”featured” venues

The platform introduces two special awards to guide customers:

• GZ Smile (Best value for money): the top spot goes to Trippa (Milan). The Top 10 Smile spans the whole of Italy: Consorzio (Turin), Trattoria da Amerigo 1934 (Savigno, BO), La Brinca (Ne, GE), Lo Stuzzichino (Sant’Agata sui Due Golfi, NA), Al Cambio (Bologna), Antichi Sapori (Montegrosso, BAT), Ristorante Cacciatori (Cartosio, AL), SantoPalato (Rome) and Sora Maria e Arcangelo (Olevano Romano, RM). The badge highlights the strength of the province and its smaller towns.

• Featured (current trends): dedicated to the brands attracting the most attention from critics and the public. The leading names include: Madonnina del Pescatore (Marzocca, AN), Duomo (Ragusa), Il Pagliaccio (Rome), Seta by Antonio Guida (Milan), D’O (Cornaredo, MI), Torre del Saracino (Vico Equense, NA), Agli Amici dal 1887 (Godia, UD), Glam Enrico Bartolini (Venice), L’Argine a Vencò (Dolegna del Collio, GO) and DaGorini (San Piero in Bagno, FC).

GialloZafferano is Italy’s leading food media brand. Online, one in two Italians cooks using GialloZafferano, which reaches over 21 million people every month (Comscore Social Incremental Reach, March 2026). With a fanbase of 72 million followers, it tops the global rankings for food brands on social media (source: internal analysis of Shareablee–Comscore data and social insights). Always on hand with easy recipes that anyone can make, it is available at any time of day across all channels: from the internet to social media, the app, smart devices, the magazine, books, and even local events.

Studenti presents the results of its survey on the 2026 State Finals: in the age of AI and deskilling, Generation Z continues to believe in education, but increasingly evaluates university and training in terms of transferable skills and return on investment.

This is what emerges from the survey conducted by Studenti, Mondadori Digital’s leading media brand in Italy in the digital education sector, with the support of the Sylla Research Institute. The survey involved the Studenti community and a sample of high school seniors (selected through a national online panel using the CAWI method) to analyse the expectations, concerns and outlook of Generation Z on the eve of the 2026 State Exam.

THE DEGREE IS NO LONGER A GUARANTEE: EDUCATION YES, BUT WITH A “RETURN ON INVESTMENT”

The findings reveal a profound cultural shift. Only 28.8% of students consider a university degree to be the most reliable path for building their professional future, while 60.3% believe that the value of university depends on the degree course chosen: some are still seen as a worthwhile investment, while others are perceived as offering limited value in the job market.

A minority are already looking at alternatives such as ITS programmes and vocational pathways (5.5%), immediate entry into the workforce (4.1%) or entrepreneurship (1.4%).

This does not reflect a lack of confidence in education. On the contrary, young people continue to recognise the value of learning, but expect it to deliver tangible results. In other words, a degree is no longer considered a value in itself, but rather a tool to be assessed on the basis of the return it can generate over time.

“The findings portray a generation that has internalised market logic long before actually encountering the market itself. This is not cynicism: it is an adaptive response to a context in which uncertainty is structural. The challenge for the education system is to provide not only technical skills, but also the ability to navigate change,” commented Alfonso Brunetti, Research Director at Sylla.

THE DESKILLING EFFECT: AI DOES NOT CAUSE CONCERN, BUT THE FEAR OF BECOMING OBSOLETE DOES

While artificial intelligence has become an integral part of students’ daily study routines — with 64% of respondents using AI to prepare for the State Finals — their main concern is the impact that emerging technologies could have on the long-term relevance of their skills. Young people are entering a labour market in which professions, roles and required knowledge are evolving at an increasingly rapid pace.

This is also confirmed by the voices of Studenti’s WhatsApp community: 8 out of 10 respondents say they are at least somewhat concerned about deskilling, namely the risk that automation and AI could make skills currently considered essential obsolete. Only 20% believe that technology will mainly create new opportunities for those who know how to make the best use of it.

Behind this concern lies a form of FOBO (Fear Of Becoming Obsolete): the fear that skills and educational pathways may lose value more quickly than in the past. For this reason, Generation Z is approaching education with growing pragmatism, favouring pathways that can guarantee continuous learning, adaptability and employability.

THE GEN Z PARADOX: EDUCATED BUT NOT READY FOR ADULT LIFE

The picture that emerges is also that of a generation that is aware, yet fragile when it comes to practical matters. Only 20% of students feel completely autonomous in managing the practical aspects of adult life, such as filling out documents, dealing with bureaucracy, managing contracts or preparing for a job interview.

By contrast, 80% admit they do not feel fully prepared: 48% describe themselves as only partially autonomous, 26.7% believe school has not adequately prepared them, and 5.3% still prefer to delegate these responsibilities entirely.

When asked which skill school has failed to teach but will be most useful in life, responses converge on highly practical areas: financial education and money management (around 30% of responses), bureaucracy and practical life skills (22%), entering the workforce (18%), psychological skills and emotional management (15%), and personal guidance and orientation (10%).

STUDENTI+, THE NEW PERSONAL PLATFORM TO PREPARE FOR STATE FINALS

To coincide with State Finals, Studenti is launching the new Studenti+ personal area to help young people organise their studies and revise in a simpler and more effective way, including in preparation for exams. Thanks to AI, users can upload notes and learning materials and transform them into interactive revision tools such as summaries, concept maps, flashcards, quizzes and Q&A content, bringing everything together in one place.

Studenti is Mondadori Digital’s leading media brand in Italy in the digital education category, with 3.1 million unique web and social users (Source: Comscore, April 2026). It is a reference point for younger generations both at school and beyond, thanks to a dynamic and constantly evolving editorial offering characterised by innovative language and content. this let Studenti reach 1.2 million followers on social media — including TikTok, YouTube, and WhatsApp — where students can access guides and tutorials to prepare for exams, receive support to navigate their educational and professional future, and find resources to make the most of their student experience in every respect, including personal wellbeing.

The Sylla Research Institute specialises in the design and delivery of market research studies. Its Scientific Director is Professor Furio Camillo.

Mondadori Digital’s development plan is built around three key growth drivers: a targeted M&A strategy, the native integration of Artificial Intelligence, and a strong focus on international expansion. These are the three growth drivers at the heart of Mondadori Digital’s development plan, the newly established Mondadori Group company dedicated to technological innovation, MarTech and AI. 

The new digital company enters the market with 2025 pro forma revenues of more than €100 million and EBITDA exceeding €20 million, backed by the success of a unique cross-media ecosystem with a fanbase of over 137 million followers across Italy and international markets, and 33 million monthly unique users. 

The company has built a distinctive identity that positions it as the publisher of Italy’s leading excellence brands, thanks to its leadership across some of the most representative and high-value Made in Italy verticals: food, design, wellness and lifestyle. This leadership is supported by market-leading editorial brands, highly engaged communities and advanced digital monetisation capabilities.

“Mondadori Digital is tangible proof of the Mondadori Group’s ability to grow by creating new businesses of value, as we have successfully done in other sectors, including Education,” said Antonio Porro, Chief Executive Officer of the Mondadori Group. “We began investing in digital several years ago, guided by the long-term vision of our Chair and shareholder, Marina Berlusconi. We have pursued that strategy with determination, transforming Mondadori Digital into an independent business and a market leader. Today, the company represents not only a strong business in its own right, but also a hub for experimentation and innovation, enabling us to test cutting-edge solutions in real-world settings before extending them across the wider organisation,” continued Porro. “Looking to the future, our objective is to further accelerate its development.” he concluded.

The company’s growth journey, competitive positioning and strategic vision were presented by Andrea Santagata, Chief Executive Officer of Mondadori Digital, together with Stefano Argiolas, Chief AI Officer of the Mondadori Group, and Ferdinando Napoli, Chief Executive Officer of Edilportale. The event concluded with remarks from Antonio Porro, Chief Executive Officer of the Mondadori Group. 

A UNIQUE MODEL IN ITALY’S PUBLISHING LANDSCAPE
In an environment increasingly shaped by the evolution of distribution models and content production methods, Mondadori Digital is positioned as one of Europe’s leading digital and social publishing players, and one of the best-structured operators to capitalise on the sector’s ongoing transformation.

“The publishing industry is undergoing profound transformation: formats are evolving, communication channels are multiplying, audience relationships are shifting, and the very role of content is being redefined. Mondadori Digital was created precisely to interpret this evolution through an approach that combines editorial expertise, technological innovation and a strong focus on people,” said Andrea Santagata, Chief Executive Officer of Mondadori Digital. “Our goal is to establish the company as a key reference point within the Italian and international digital ecosystem, enhancing its editorial and cultural heritage through technological innovation, AI and new forms of communication.” From this perspective, we position ourselves as the leading consolidator of Italy’s digital market, leveraging a new, scalable and distinctive business model built around vertical communities and MarTech capabilities,” added Santagata. Supporting this vision are both our strong acquisition track record over the past five years and our belonging to the Mondadori Group, which provides us with strategic credibility and significant investment capacity.” Santagata concluded.

Mondadori Digital’s activities are based on the multi-platform production and distribution of proprietary content capable of engaging high-value audiences, generating monetisation opportunities through premium video advertising, branded content, influencer and creator marketing, as well as an advanced suite of full-funnel MarTech services.

The value creation model combines human capital, editorial teams, creators and communities, with AI-enabled processes; leading editorial brands with scalable technological infrastructures for data optimisation and advertising campaign management; and the selective expansion of the model into key markets. It also operates as a native hub for the management and enhancement of top digital talent, with the ability to identify, integrate and accelerate high-potential, complementary businesses.

ARTIFICIAL INTELLIGENCE AS A STRATEGIC DRIVER
Mondadori Digital’s approach to AI is based on two key pillars: 

• product development;

• business model innovation. 

Artificial intelligence is therefore integrated into editorial workflows, distribution processes and monetisation activities. This approach has enabled Mondadori Digital to develop a range of innovations, including AI chatbots for marketing and performance, AI tools supporting editorial activities, and an AI-powered search engine for Archiproducts.

FIVE YEARS OF GROWTH AND FUTURE OUTLOOK
Building on five years of continuous innovation and value creation, Mondadori Digital aims to expand its portfolio through targeted acquisitions of talent, expertise and innovative businesses, in line with the Mondadori Group’s development strategy aimed at strengthening its digital presence.

A recent example is the acquisition of a majority stake in Edilportale.com, Italy’s leading digital platform for architecture and construction. Among the company’s key assets is Archiproducts, a leading European ecosystem in design and interior architecture. The acquisition represents a strategic milestone in strengthening Mondadori Digital’s position in the design vertical, accelerating its international growth path and expanding its product and service offering, while enhancing industrial, editorial and commercial synergies across the entire value chain. At the same time, Mondadori Digital will continue to invest in MarTech and AdTech activities, leveraging proprietary technologies, AI-driven solutions and conversational and performance marketing tools, with the aim of developing new models of engagement, lead generation and digital monetisation. Notably, one of the most recent steps to strengthen the MarTech offering has been the merger of Hej! into the digital company AdKaora. This operation has strategically transformed the two entities into a single operating company and market leader, supported by a highly specialised technological hub for full-funnel digital solutions: from brand awareness to lead generation through to final conversion. 

INTERNATIONAL EXPANSION
Mondadori Digital is closely focused on international markets, which today account for 15–20% of its total revenues. The company’s international expansion began with its presence in Spain through AdKaora Iberia, which generates 25% of the digital company’s total turnover, demonstrating the scalability of its business model across markets.

A further step in its overseas development was the establishment, last March, of GialloZafferano USA Inc.

Completing the picture is Archiproducts, a global benchmark in the development of content, services and platforms for professionals and companies in the architecture, design and construction sectors. 

A record-breaking edition of RiminiWellness 2026 for MypersonalTrainer, Mondadori Digital’s leading health, fitness and wellness media brand, which also celebrated its twentieth anniversary, a significant landmark in the brand’s history.

From 28 to 31 May, MypersonalTrainer once again took the spotlight for the fifth consecutive year at the international event dedicated to the entire wellness ecosystem. The MypersonalTrainer & Cross Cardio Stage became, for four days, a high-energy space devoted to movement, community and the latest fitness trends, hosting more than 50 hours of non-stop workouts for an increasingly engaged audience.

The live success was matched by outstanding results across the brand’s social channels, generating 20 million total impressions and confirming the strength of a community that continues to grow in size, engagement and reach.

“The results achieved this year, as we celebrated both the twentieth anniversary of MypersonalTrainer and the twentieth edition of RiminiWellness, have been truly extraordinary and reflect the incredible bond we have built with our loyal community over the years. “The event was completely sold out, with more than 5,000 participants who quite literally turned RiminiWellness fluorescent yellow as they worked out with us on stage. We also achieved excellent advertising results, thanks to the support of four outstanding brand partners representing key areas of our identity: food, health, beauty and sports drinks. Once again, MypersonalTrainer has confirmed its role as a strategic partner of RiminiWellness”, concluded Daniela Cerrato, CMO of Mondadori Digital.

A sold-out stage and a community that turned RiminiWellness fluorescent yellow

The public response was exceptional once again this year. More than 5,000 participants took part in MypersonalTrainer’s live activities, training on stage and helping create a vibrant wave of fluorescent yellow throughout the event.

Visitors were engaged throughout the four-day programme, which featured a continuous schedule of workouts designed to appeal to a wide range of audiences, from functional training enthusiasts to those seeking more mindful and fluid disciplines. Alongside the Cross Cardio formats, participants were able to experience emerging fitness trends such as Mobility Experience, Pilates Ignite and Fluid Motion, as well as the major new addition for 2026: Tamboo, an explosive mix of energy, movement, percussion and music delivering a high-adrenaline workout experience.

Among the most popular faces from the MypersonalTrainer community appearing on stage were: Nicolò Famiglietti and Silvia Fascians from the MYPT Crew and the Power Talent Agency roster, Giorgio Pallikunnel, Monia Di Cocco and Roberta Vanzella, together with Jairo Junior and the Cross Cardio trainers.

Activities with brand partners

MypersonalTrainer also delivered a series of on-site activations and social storytelling initiatives in collaboration with Integrated Media Solutions, Mediamond’s division dedicated to special projects. The initiative generated highly positive advertising results.

GranCereale Protein+ and Zambon Monurelle Ferro Naturale served as title sponsors of the MypersonalTrainer stage. Their dedicated stands, positioned alongside the stage, welcomed visitors with brand activations and product sampling opportunities.

Vichy: Together with Beauty Editor Vera Grassia, MypersonalTrainer shared Vichy’s RiminiWellness experience across its social channels and hosted an expert talk, “Wellbeing In & Out: The Science of Collagen”, at the Vichy stand.

Powerade Hydro Active: at the Powerade Hydro Active Pilates Stage, Silvia Fascians, part of both Power Talent and the MYPT Crew, led a Pilates class. Through dedicated social coverage, she also showcased the experiential activities organised by the brand at RiminiWellness to support the launch of the new Powerade Hydro Active functional beverage: transparent, enriched with B vitamins and sugar-free.

Twenty years of MypersonalTrainer and RiminiWellness: a double anniversary dedicated to wellbeing

MypersonalTrainer’s presence, as media partner of RiminiWellness for the fifth consecutive year, was a perfect fit for the twentieth edition of the event, in a particularly symbolic year that also marks the twentieth anniversary of MypersonalTrainer itself.

Founded as a digital project dedicated to health and wellbeing, the media brand has spent two decades building a strong relationship with millions of people, evolving into a multi-channel platform that combines editorial authority with social media, video content, live events and community experiences. As a result, RiminiWellness’s 2026 edition not only represents celebration of a double anniversary, but also a new achievement in MypersonalTrainer’s journey: confirming its leadership, built on the strength of its community, the quality of its content and its ability to turn wellbeing into a shared experience.

See you in Milan in September for MypersonalTrainer Days

At RiminiWellness, MypersonalTrainer announced the fifth edition of MypersonalTrainer Days, scheduled for 19–20 September at Arco della Pace in Milan: a weekend packed with free fitness, health and wellness activities, featuring interactive experiences, experiential corners and appearances by leading sports personalities, special guests and fitfluencers.

MypersonalTrainer is Mondadori Digital’s leading media brand in the fields of health, wellbeing and healthy, sport-oriented nutrition, reaching 10 million people each month across web and social channels (Source: Comscore) and counting more than 6.6 million social media followers (Source: Comscore Shareablee and social insights). For the past five years, the brand has maintained a strong live presence through annual events including RiminiWellness and the MypersonalTrainer Days event at Milan’s Arco della Pace.

Cross Cardio^® is a functional training system founded in 2015 by physiotherapist and group fitness trainer Jairo Junior. MypersonalTrainer has collaborated with the programme for many years across a range of initiatives and events, both live and digital.

The way younger generations view the world of work, build their professional identity and imagine the relationship between life, personal growth and organisations is changing. This is the picture that emerged from “The Dimensions of the New Talent Equation”, the new study developed by Webboh Lab, Italy’s first permanent observatory on Generation Z, created by Webboh together with the Sylla research institute under the scientific direction of Professor Furio Camillo. The research was presented at the Fuori Festival of the Trento Festival of Economics during the panel discussion “The End of the Beginning of Work”, dedicated to the changing nature of work among younger generations.

Based on research conducted by the Webboh Lab Observatory on a sample of more than 3,000 Italians aged between 14 and 30, the study explored the expectations, language and cultural models that are reshaping attitudes towards work in the era of artificial intelligence and identity-driven professions.

According to the research, talent is no longer perceived simply as technical expertise, but rather as a balance between four fundamental dimensions: meaning, or the search for purpose; balance, understood as work-life balance; growth, in terms of personal development; and trust, encompassing reliability and coherence.

“Gen Z is not rejecting work. It is changing the rules of work,” explained Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab. “Today, work must have meaning, balance, growth and trust. Talent is no longer just competence: it is expectation.”

THE FOUR DRIVERS OF THE “TALENT EQUATION”

The research shows how young people’s relationship with work is shifting from a purely professional logic to one that is increasingly identity-driven and relational.

Meaning: work must have purpose

An increasing number of young people say they want to identify with what they do. Even when offered good financial conditions, many are willing to leave a company if they do not perceive alignment between themselves and their work.

Balance: work-life balance

Younger generations are not looking for less work, but for work that is sustainable. Sacrifice is no longer seen as a value in itself unless it sits within a broader life balance.

Growth: personal development

Growth is no longer tied solely to career progression. Young people show strong mobility and are ready to move quickly between experiences if they feel their personal development is not advancing.

Trust: reliability and coherence

Retention within organisations increasingly depends on perceived trust. When there is a gap between what a company promises and what it actually delivers, the relationship tends to break down quickly.

THE SIX TALENT EQUATION PROFILES

As Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, puts it: “The difference today is not between those who want to work and those who do not. The difference lies in the different ways of giving meaning to work.”

The research identified six psychographic clusters representing the different ways young Italians experience and interpret the new dimensions of talent and the relationship between individuals and organisations:

• The Conscious Balancers (22%): prioritise balance and reject all-consuming work;
• The Growth Explorers (20.9%): growth-oriented, dynamic and highly mobile;
• The Meaning Seekers (19.3%): place meaning at the centre, viewing work as identity;
• The Security Pragmatists (16.2%): focus on trust in company values and seek stability;
• The Detached (12.4%): low engagement across all dimensions;
• The Fully Engaged (9.2%): highly demanding across all key factors

WORK AS A CULTURAL MATTER

According to the research, the challenges many companies face today in recruitment and retention are not driven solely by a skills gap, but by a deeper transformation in the relationship between people, identity and organisations.

Work is increasingly less understood as a simple role, and more as a space for personal development and self-construction.

In this context, even conflict is changing in nature: it is no longer purely organisational, but cultural and interpretative.

The panel “The End of the Beginning of Work” at the Fuori Festival of the Trento Festival of Economics

The study was presented by Professor Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, during the Fuori Festival panel The End of the Beginning of Work: Access, Artificial Intelligence and Quality of Life in Younger Generations. The discussion featured, alongside Camillo, Giulio Pasqui, co-founder of Webboh; Stefano Visconti, CEO of Incrementoo; Sabrina Dallagiovanna, Sales Manager at Molino Dallagiovanna, one of Italy’s oldest mills; and creator Nikola Greku.

CREATOR VALUE MAP: CREATORS AS MODELS OF CONTEMPORARY WORK

During the event, Webboh Lab also presented the Creator Value Map, a framework designed to analyse digital creators not by fame or follower count, but by the meanings and values they activate among young audiences.

Each survey participant evaluated five creators using around twenty keywords, based on dimensions such as authenticity, usefulness, expressiveness, reflection, engagement and reliability.

To interpret these differences, the research built a model based on two key dimensions:

• on one side, the relationship with work, which can be oriented either towards meaning and personal identity or towards security and stability
• on the other, the way work is experienced, which can be more individual (self-centred) or more collective and relational

By combining these dimensions, the research outlines a genuine “cultural map” of working styles, allowing both young people and creators to be read as symbolic models of contemporary work. These models anticipate new forms of relationship between identity, recognition, public exposure and profession.

In this scenario, there is no longer a single way of working: different cultural maps are emerging, evolving with age and with the ways young people give meaning to work.

The creators featured in the study include: Khaby Lame, Elisa Maino, Luca Campolunghi, Awed, Benedetta Rossi, Nikola Greku, Luis Sal, Camihawke, Giulia De Lellis and Alfa.

For more information, please visit:https://webboh-lab.it/

Webboh Lab, born from the collaboration between Webboh and the research institute Sylla under the scientific supervision of Professor Furio Camillo, is the first Permanent Observatory on Generation Z in Italy. Its goal is to provide an authentic, data-driven picture of Gen Z, giving young people a voice through surveys and research that turn their opinions into actionable insights for companies, institutions, and the media.

Sylla is a research institute specialising in market surveys, economic analysis, marketing studies, and business development. It collaborates with national and international research centres, public institutions, communication agencies, and leading Italian universities including Bologna, Genoa, Trento, Turin, Politecnico di Milano, Università Cattolica di Milano, and Bicocca di Milano. Sylla is a member of ESOMAR and operates in full compliance with international professional ethics codes.

Webboh is a leading media brand for NewGen audiences. Founded in 2019, it has been part of the Mondadori Group since 2023. It records a monthly web and social reach of over 5 million users (source: Comscore social incremental reach, March 2026) and a community of 6 million followers across TikTok, Instagram, YouTube and WhatsApp. It consistently ranks among the top ten most influential Italian media outlets on social platforms and is the leading brand for Generation Z in terms of engagement and video views (source: Prima Comunicazione Top Italian Media ranking).

GialloZafferano is once again taking centre stage at TuttoFood, the food industry’s leading trade fair, with a packed programme of events and content.

Throughout the event, the leading media brand for Italian cuisine will welcome visitors to the GZ Lounge: a new space designed to bring together the industry’s most important chefs, entrepreneurs, buyers and creators.

The event is an opportunity to share with your community, directly from TuttoFood, how food is increasingly becoming a powerful cultural tool for cohesion and connection, as well as a consumer good. This vision is in line with the Food Manifesto, the charter of values promoted by Fiere di Parma, which GialloZafferano embodies and promotes every day through its storytelling in Italy and internationally: from daily content to the video formats of Social TV – Mondadori Digital’s cross-brand ecosystem, which reaches over 21 million Italians every month via the web and social media platforms – right through to GialloZafferano USA, the new company through which the brand acts as an ambassador for Italian cuisine in the United States.

GIALLOZAFFERANO LOUNGE: EXPERIENCES AND SOCIAL MEDIA CONTENT
The GZ Lounge is the operational base for GialloZafferano and its team at TuttoFood. It is located in the centre of Corso Italia, the main street of Rho Fiera Milano. Its hospitality area is dedicated to meetings with buyers, trade professionals and industry experts: a welcoming space, designed to allow visitors to take a break from the hustle and bustle of the exhibition and relax. Food is always the focus there thanks to the guests, creators and chefs from Zenzero Talent Agency– Mondadori Digital’s specialist food agency – who will be bringing all the exhibition halls to life with cooking demonstrations and interviews.

FOUR DAYS OF CONTENT
One of the new features GialloZafferano is bringing to TuttoFood this year is the “Food Clip” video format: short social media clips filmed directly at the stands, in which the brand’s creators meet entrepreneurs, buyers and producers attending the fair. Straightforward questions, honest answers and no script, giving the public a vivid insight into what is happening in the global food industry. Lulù Gargari, GialloZafferano’s brand ambassador in Italy and a talent at Zenzero Talent Agency, will also be there as an interviewer, engaging guests at the GZ Lounge with questions and activities. The short videos will be posted in real time on GialloZafferano’s social media channels, reaching a community of over 72 million followers.

Every day in the GZ Lounge begins with Il Caffè del Buongiorno courtesy of Caffè Verzì, followed by live cooking demonstrations and tasting experiences featuring the talent from GialloZafferano and the brand partners at the fair. Sebastian Fitarau – resident chef atGialloZafferano and creator at Zenzero Talent Agency – along with Daniele Rossi, Rosy Chin and Luisa Orizio – chefs and creators at Zenzero Talent Agency – are bringing their culinary flair to the Lounge and showcasing their style in the Deliziosa, Mulino Caputo and Olio Coricelli pavilions. The programme is rounded off each day with tasting experiences hosted by our partner brands and Cantine Paolini. The combination of a relaxed atmosphere and spectacular cuisine has made GZ Lounge, as early as 2025, a key space at the trade fair for food industry and communication professionals.

The communications project has been developed with the support of the Sales, Marketing & Integrated Media Solutions Department at the Mediaset Group.

GialloZafferano is the leading Italian food media platform both in Italy and internationally: with a global following of 72 million and over 500 million video views generated outside Italy in 2025, it is the go-to digital destination for anyone wishing to showcase Italian cuisine to the world.

Zenzero Talent Agency, the agency that exclusively manages the top food creators on the Italian digital scene, has over 43 million followers across 30 creators in Italy and the US.

Webboh, Italy’s leading community for the younger generation, celebrated the most popular creators and idols at the highly anticipated Webboh Awards, now in their seventh year.

Impressive figures and record-breaking statistics confirm the success of Mondadori Digital’s media brand: the only one in Italy to engage Gen Z through live and online events. This is demonstrated by the 27 million online votes – double the number received in the last edition. In just three weeks, they determined the 21 winners from more than 200 nominees.

The posts, stories and videos from the 2026 Webboh Awards garnered a total of more than 50 million views. Just the live stream on YouTube alone recorded over 400,000 views and 2 million interactions, four times as many as last year. The vibrant party held at Fabrique in Milan was attended by 500 top creators, proving that Webboh is the only Italian organisation that can bring together such a large number of talented individuals in one place.

THE LIVE EVENT

The awards ceremony, which took place last night (5th May), was hosted by Jody Cecchetto, a streamer and TV presenter, alongside the guest star, Lorella Cuccarini, who received a Lifetime Achievement Award from Webboh.

Musical guest: Luk3, last year’s breakout star from Amici on Cuccarini’s team, performed a few songs on stage with the dance crew and gave a sneak preview of his new summer single.

The award for ‘Best Couple of the Year’ was presented by the most iconic social media couple of all time, Me Contro Te. At the event, they also announced their collaboration with Webboh for The Wedding Show, their wedding celebration on 5 September at Arena Santa Giulia, where a special ‘teen’ area will be set up.

Jenni Serpi, winner of the ‘Voice of The Future’ award, gave a highly acclaimed talk on self-acceptance and the importance of using social media to share one’s story and put oneself out there.

THEME OF THE EVENING: PROM NIGHT

This year, the Webboh Awards turned into a proper American prom, the end-of-year dance at American high schools that secondary school students dream of and eagerly anticipate. This one came complete with balloons, a yearbook, lockers, disco balls, very cold punch, a prom king and queen, and a superband – MIST – who got the crowd dancing to disco-dance hits and performed the theme song to ‘Beverly Hills 90210’, which can be viewed on Sky and Now.

The party was brought to life by cheerleaders from SPORT & PASSION, a cheerleading and cheer dance school in Rho. The team put on a captivating performance on the Fabrique stage combining pom dance, urban cheer and cheerleading. For those curious about their future, there was also a fortune-telling corner.

Hosts for the evening: Miss Webboh, Webboh’s iconic mascot, ‘in the flesh’.

The evening kicked off with a DJ set by Polly and Pamy, the first Afro DJs to bring amapiano – a blend of Afrobeats and Afro-electronic music – to Italy.

AWARDS

The more than 200 creators nominated for the awards were selected by Webboh based on their published content, the variety of their social offerings and the growth in followers over the past twelve months.

There were 21 award categories, including three new ones: Kids, dedicated to everyone who entertains young audiences on a daily basis; Sport, which celebrates those who share sports and fitness content on social media; and Lifestyle, which recognises those who best tell the stories of their lives.

THE WINNERS OF THE 2026 WEBBOH AWARDS

• BEST FOOD CREATOR: 2foodfitlovers (winners of the category for the third year running. Raffaele and Caterina combine their passion for cooking with their passion for fitness. With 1 million followers on Instagram, they are about to open a protein ice cream parlour with Steven Basalari in Milan – the opening date has not yet been announced)
• BEST SPORT CREATOR: Luca Campolunghi (A football and sports enthusiast, Juventus fan, and president of a Kings League team – the Zebras – he will be marrying Alice Muzza on 29 May. She is also a very popular content creator among the community, and for two consecutive years – 2024 and 2025 – the two won the ‘Couple of the Year’ award)
• VOICE FOR THE FUTURE: Jenni Serpi (A 19-year-old content creator and winner of the category for the second year running. Having shot to fame on social media in recent years for her lip-sync dances in which she communicates using sign language, she recently launched the series The Sign Side. In each episode, she invites guests to participate in challenges, games and experiments designed to introduce them to Italian Sign Language in an authentic and engaging way)
• REVELATION OF THE YEAR: Foxa (born Viola Zuccotti) has amassed over 1.5 million followers on TikTok thanks to her trends, dance routines and stories of a life constantly on the move. Ahe is 100% Italian but spends much of the year living in Brazil, where she fills our ‘For You’ feeds with Brazilian vibes
• NEW WAVE: Loretyx (One of the freshest and most promising faces on the scene right now, Loretyx has over 500,000 followers and perfectly embodies the new generation of creators: spontaneous, authentic and always on top of the latest trends. She quickly managed to build a loyal following thanks to light-hearted yet instantly recognisable content, not least thanks to her catchphrase ‘I was studying history when…’, which she uses to recount real-life stories with a touch of humour)
• OUT OF DRAMA: Eleonora Arcidiacono (A 22-year-old content creator who has built her social media presence around unboxing videos of her purchases, food-related videos and stories entrusted to her by fans. She won the ‘Revelation of the Year’ category last year)
• BEST LIFESTYLE CREATOR: Matteo Robert (A 21-year-old creator who is one of the most popular in his generation, Matteo shares his everyday life in a direct and relatable style. Through travels, friendships and moments of real life, he has managed to forge a strong bond with his community, which is growing up alongside him)
• BEST GROW-UP: Samara Tramontana (She started out as a social media content creator and is now also a radio presenter on RDS Next, where she hosts Chart of the Charts. She also presents many iconic events, such as Rome’s New Year’s Eve celebrations and the RDS Summer Festival)
• BEST BEAUTY CREATOR: Arienne MakeUp from Power Talent Agency (The fourth year running that she has won the beauty category. Born Arianna Stella, she is from Turin and is 29 years old. An undisputed star in the world of make-up, she is also a make-up artist. She has more than 3.4 million followers on TikTok and over 1.6 million on YouTube, bringing her total followers to 6 million)
• BEST FASHION CREATOR: Elisa Maino (One of the most iconic Italian creators in the fashion world, and winner of the award for the fourth consecutive year. Elisa continues to be a leading figure in style and trends. From social media to international events, her career evolved constantly. This year she also took part in ‘Pechino Express’ as a contestant alongside Mattia Stanga – ‘I Creator’ – available on Sky and NOW)
• BEST KIDS CREATOR: Snack Club (A crew made up of five very young members: Lollo, SofyPapy, Amadou, Umberto and Camy are all aged between 12 and 14. This project combines entertainment with creativity and is designed for younger children. Snack Club has become a reference point)
• DRAMA LEGEND: I Maturi (Iconic, irreverent and always on the ball. I Maturi have now become a real institution in the world of social media drama. Between sharp commentary and analysis of online trends, they continue to report on (and often predict) everything that sparks debate online)
• BEST CREATOR COMEDY MALE: Alessandro Romano (With 600,000 followers on YouTube, over 2 million on TikTok, his impressions and POV videos have become iconic and are a hit with younger audiences)
• BEST CREATOR COMEDY FEMALE: Cristina Perillo (This is the second year running that she has won the ‘comedy creator’ category. She is about to turn 18 and went viral with her ‘Tg104’, a tongue-in-cheek parody of the news. She describes herself as the ‘life coach’ of her community, with over 1 million followers on TikTok)
• BEST YOUTUBER: Breakfast Club (A group made up of Viola Silvi, Fabio Ferrucci and Cristiano Borsi – all aged between 17 and 19). The project has made a name for itself on YouTube with original, well-crafted content. Breakfast Club has become a recognisable format. The creators describe it as a ‘TV series 2.0’, where Viola is ‘the blonde’ of the trio, Cristiano ‘the hopeless case’ and Fabio ‘the athlete’. They’ve written two bestsellers with Mondadori – will there be a third? – and they made a tour around Italy with thousands of young people)
• BEST TIKTOK CREATOR: Viola Silvi (The ‘blonde’ from Breakfast Club)
• BEST TEEN IDOL MALE: Cristiano Borsi (The ‘hopeless case’ from Breakfast Club)
• BEST TEEN IDOL FEMALE: Viola Silvi (This is the second year running that she has won the category. She is a member of Breakfast Club)
• COUPLE OF THE YEAR: Fabio Ferrucci and Martina Cavaiuolo (He is the ‘athlete’ from the Breakfast Club, and she only entered the world of social media thanks to Fabio. They’ve been together for about a year, but their relationship only went public on social media a few months ago)
• BEST FORMAT: Tavolo Parcheggio (The hosts Gianmarco Zagato and Nicole Pallado won for the second year running. Their format has gone viral due to its simplicity and irreverence. ‘Tavolo Parcheggio’ has become a cult hit online and is now a regular Sunday feature)
• BEST STREAMER: Lollo Lacustre (born Lorenzo Giacomin, he is one of the most popular streamers in Italy. Lollo has built a loyal following due to his engaging live streams and straightforward style. A leading name in the world of gaming and streaming.)

BRAND PARTNERS AND EXPERIENTIAL CORNERS

Partners of the event took part in the Webboh Awards 2026 by creating shows within the show, with live experiential activities and comprehensive storytelling across Webboh’s social media channels.

• For the third year running, Astra-MakeUp partnered with Webboh as the event’s beauty partner. The Italian beauty brand that has championed self-love for more than 35 years was present with ‘The Vibe Locker’, an immersive experience designed to engage participants with a vibrating platform, a nod to Vibrakiss, the iconic lip gloss launched in five shades this spring. Moments after application, the gloss triggers a smart micro-vibration, stimulating the senses in new and surprising ways.
• Sky and NOW presented the series ‘Beverly Hills 90210. For the first time since 2001, fans will be able to enjoy all 293 episodes of the series in a restored high-definition version and in the modern 16:9 format on Sky and NOW. All the guests at the Webboh Awards were given a corsage or boutonnière, just like at a high school prom. There was also an installation inspired by the Yearwall, a ‘live’ version of the iconic American school yearbook.
• DeAKids attended the Webboh Awards for the second year running, presenting an authentic account through exclusive interviews from the pink carpet and backstage, conducted by Samara Tramontana and Ale Cossari. All the content will be available on social media and broadcast on DeAKids, channel 601, exclusively on Sky, throughout the week following the event.
• Sorbillo, the famous pizza chain, had a stand serving fried pizza, and its founder, Gino Sorbillo,was also in attendance.
• Tulip was there with a food truck serving hot dogs. Tulip is Denmark’s oldest brand, a leader in barbecue products and a bacon specialist, which it has produced with care and skill following a traditional recipe for more than 120 years.
• Billis served up mini burgers. Billis was founded to bring high-quality, artisan burgers and sandwiches to the Italian street food scene. Each burger is made using carefully selected ingredients and a controlled, traceable supply chain.
• Since 1947, La Romana has treated the public to a unique ice-cream experience: a selection of iconic flavours ranging from timeless classics to vegan options served directly from the Gelato Bike, a format designed to be shared and talked about, even on social media. Founded in Rimini in 1947, La Romana is now an international brand that continues to evolve whilst remaining true to its core values: care, enthusiasm and ambition.
• Wayla, Italy’s first van-pooling start-up, stepped in as a technical partner to ensure that the trip to the event was just as memorable as the evening itself. They organised a dedicated pick-up service from the city centre, transporting guests directly to Fabrique. Wayla also converted its vans into moving stages, inviting guests to sing karaoke during the ride.
• Coccolotti: created in the 1990s, Coccolotti are much more than just teddy bears. They are a beloved brand that has stood the test of time. Participants in the Webboh Awards received Coccolotti Pin-Ups, fun mobile phone accessories that were also used for a ‘secret mission’ activity during the event.
• Lago Group, an international brand specialising in wafers and snacks, took centre stage at the Webboh Awards as a main partner, crowning the success of its new campaign ‘Lago fa gola’, created by RBA Design. The campaign transforms Lago into a inclusive pop love brand with an unconventional attitude, speaking the language of Gen Z and making a strong mark in new areas of digital communication.
• Fila Underwear & Socks was featured in the ‘get ready with me’ social media content with Angelo Cattivelli, the face of Webboh, as he prepared for the Webboh Awards ceremony. Launched in 2011, Fila embodies a new vision of contemporary wellbeing, designed for those who want to live – and dress – freely with authenticity and style.

The Webboh Awards have once again proved to be a key event in terms of visibility and brand reach among the younger generation.

Exclusive content relating to the event was produced by media partners TV Sorrisi e Canzoni, TgCom24, and RDS and RDSNext, the event’s official radio station.

Webboh is a top media platform for the younger generation. Founded in 2019, it has been part of the Mondadori Group since 2023. It boasts a monthly web and social media reach of over 5 million followers (source: Comscore social incremental reach, March 2026) and a fan base – across TikTok, Instagram, YouTube and WhatsApp – of 6 million followers. It is one of the top ten most influential Italian social media companies, as well as the first targeting Gen Z for engagement and video views (source: Top Italian Media Rankings by Prima Comunicazione).