Giallozafferano bets on TikTok

A new exclusive collaboration with three emerging creators: Cooker Girl, Theavokiddo and michi.fadda

GialloZafferano, Italy’s best-loved food media brand, is betting big time on TikTok to enhance the title with a new language, original content and to further strengthen its relationship with Generation Z.

First launched on the short-video platform in June, the GialloZafferano profile already has more than 200,000 followers, and growing rapidly, with over 17 million video views with the hashtag #giallozafferano and an average of more than 200,000 views and 20,000 likes for each video posted.

On TikTok the Mondadori Group brand offers  original and exclusive content with its unmistakeable mix of recipes for everyone, and the simple ideas and advice that makes the web site a point of reference in the kitchen for 18 million unique users  every month (Source: Audiweb, average Jan-Jun 2020) and 12 million fans on social media, from Facebook to Instagram, Youtube to Pinterest, and now also on TikTok. GialloZafferano produces different and ad hoc content for each platform with the aim of being always close to Italians in the kitchen, thanks to always new proposals and responding, 7-days-a-week, on the web site and on social media, to tens of thousands of comments and requests from users.

“Once again, we are evolving, with new content and approaches, in order to remain in constant contact with people. We follow changes in habits on new media through the constant development of new and original formats, also to interact with a new audience, and expanding our presence on social media,” declared Andrea general manager of Mondadori Media. “For some time now we have seen social media not just as a way of disseminating our content, but as a new paradigm, in which GialloZafferano is the instrument for the creation of a community built around the passion of Italians for food and cooking, a and where it is not the brand that is the protagonist, but people, who are increasingly engaged and central.”

To reinforce even more its position on TikTok, from today, GialloZafferano will also take advantage of the exclusive collaboration of three innovative food creators: Cooker Girl (Aurora Cavallo), Theavokiddo (Aisha Ben Thabet) and michi.fadda (Michela Fadda), very young food enthusiasts who have been able to discover interesting and fascinating ways to emerge and engage users on TikTok.

Aurora Cavallo, or Cooker Girl, is 19, has 250,000 followers and 5.4 million likes on TikTok. She was born in a small village at the foot of Monviso and is a student at the University of Gastronomic Sciences of Pollenzo. She likes to define her cooking as “traditionally new”. Often reinventing tradition, combining different culinary cultures and techniques to make every dish her own, Aurora learned to cook on the web web, watching thousands of video recipes on YouTube and reading numberless articles on blogs, in books and magazines. And it is perhaps this “amateur” background that has had the biggest influence on her way of communicating; spontaneous, simple and direct, rich in values, but hiding close study and limitless passion.

Aisha Ben Thabet, or Theavokiddo, is just 16 years old, has over 450,000 followers and 18 million likes on TikTok, and lives in Milan where she studies and a languages-based high school. She began cooking when he was six years old, along with her sister, and in 2016, for fun, she took part in Masterchef Junior where she came third. During lockdown she took up cooking again and, in a few weeks, her TikTok profile became one of the most popular in Italy. She shoots video recipes that are tasty and within the reach of all schoolkids, in a spontaneous way and an immediate editing style with brilliant effects. The kitchen has become her safe space as, though the ingredients, the preparation and sharing of her recipes, she manages to express her feelings.

Michela Fadda, or michi.fadda, is 20, has over 350,000 followers and 12 million likes on TikTok, and has Sardinian origins and studies Educational Sciences at the di Milano Bicocca University. Even as a little girl she cooked with her mother and grandmother, a passion that she has continued to pursue over the years.  With just her smartphone and her creativity, with her videos Michela tries to transmit the peace and serenity that she herself finds when she’s cooking. With a single light, Michela manages to capture the details of every recipe, enhancing the ingredients and highlighting the preparation of each dish in the editing and an always pertinent choice of music, while also trying to remind us that beauty lies in small and simple things.

For the Mondadori Group, the novelties on TikTok don’t stop here: for some months, other brands have begun to try out new things on this platform, from Grazia, that launched its profile during the recent fashion week, with a continuous increase in the number of followers, to a DMBeautySmartworld and
A continuous evolution that will soon also involve also other Group brands, with new projects and exclusive collaborations. These editorial developments generate new opportunities for interaction and Mediamond is already working, alongside Mondadori, on the development and fine tuning of new proposals for branded content for 2021, aimed at all interested commercial partners.


DMBeauty: the first social magazine about beauty for young millennials

A team of native Instagram millennials, 10 beauty influencers, an outstanding web star, video entertainment, inclusivity and diversity as foundational values and an ironic tone of voice: this is DMBeauty, a new social magazine about beauty, conceived for and produced by millennials.

Sophisticated, fresh-faced, transformative, playful, green, global and unconventional beauty… all are among the different shades to which DMBeauty gives a face and voice on Instagram, and from today also on a new channel, TikTok and Spotify. An inclusive hub where everyday you can train your eyes, heart and mind, with a bit of make-up and some tips for skincare and hair, in a pop and effervescent atmosphere.

Video tutorials, cards, beauty SOS, make-up challenges: with a range of content, in just a few months since its launch, DMBeauty has built a highly active community with more than 160,000 DMBeauties on Instagram (of which 97% women, 60% of whom under 24), making it the number one place for post interaction among women publishing brands (Source: FanPage Karma July 2019) and in the top 20 for media segment interactions on Instagram IT, with over half a million comments and likes and with almost 2 million video views per month (Source: StoryClash).

«DMBeauty, the first native Instagram digital beauty project, is a new brand extension of Donna Moderna, extending its offer to beauty for millennials. A unique opportunity, also for brands to reach a very precise target and to enter a dialogue with beauty-addicted young women,» declared Andrea Santagata, Chief Innovation Officer of the Mondadori Group. «The running theme of the storytelling of DMBeauty is the issue of diversity, with a beauty that is fluid, inclusive, and multi-faceted,» Santagata concluded.

The core of DMBeauty is a digital creative team made up of 2 beauty editors, 2 video makers, 2 visual artists, 1 social media manager, 1 product marketing manager, to which should be added 10 top beauty influencers selected for their ability to communicate, inspire and express the importance of loving yourself, strong points and defects included. They include: the outstanding make-up talent, Damn Tee; the spontaneous and charismatic, Martina Luchena; The Lady, queen of the make-up challenge; Mrtndamex, the green green, a concentration of positive vibes; Alessia Rux, the DMBeauty experimenter; Giada Fra, the friend we would all like to have for beauty advice, and other who will join the team before the end of the year.

Also participating from today in the project are the guest star Sofia Viscardi, web creator and founder of the Venti publishing project, with 1.4 million followers on Instagram and nearly 800,000 subscribers on YouTube, who, exclusively for DMBeauty, will inaugurate the format Getting Ready with Sofia: videos dedicated to al make-up, skincare and hair routines per “beginners”, for those with never enough time but who don’t want to renounce taking care of themselves.

The new web channel, with an interface that gives a nod to the language of Instagram, with dynamic and fluid graphic patterns inspired by pop art, and an innovative use of multicolour headlines, offers a video experience with an amazing visual impact with virtually unlimited swipe-up playlists.

DMBeauty will be presented on Thursday 3 October at an exclusive event DMBeauties night out: an evening with more than 300 guests, animated by a performance by La Boum and a special make-up challenge in the company of influencers and make-up-artists.

The event has been organised in cooperation with Fujifilm that is launching Instax Mini Link. The production is curated by Myevents.

The new project will be launched with a B2B advertising campaign overseen by CasiraghiGreco&.