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 DMBeauty, Smartworld and Studenti.it.
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.