Pride Month has been yet another opportunity for The Wom, Mondadori Media’s new 100% inclusive digital media brand, to confirm its positioning as a point of reference for young millennials and generation Z, who regard uniqueness and freedom of expression as strengths and values that enrich them and others, over and beyond labels.
For more than 1 month The Wom provided its entire community with a rich editorial program of stories and analyses on all 5 of its social channels and on the web: a special marathon with more than 120 content items, which reached over 10 million people (source: Google analytics e social insight, June 2022).
Many video accounts and insights have been shared, enhanced by continuous storytelling on social media and the web that raised awareness about current key issues, thanks in part to contributions from 20 video creators and authors from the LGBTQIA+ universe: they included Sara Fregosi, who told The Wom community about her difficult coming out with her mother, and Samuele Bartoletti, a victim of teenage bullying, who sent a message of freedom and pride in telling his story. The editorial program also included curiosities and analyses shedding light on some of the most keenly debated questions, in part through the Vocal Carousels, a collection of original audio clips in which The Wom asked members of its community about their experiences of Pride.
For each item, The Wom chose the most suitable format and channel: from short reels on TikTok, with stories from the creators and information content, to the Carousels and vertical reels on Instagram devoted to make-up, style pride and fluid fashion; from the web capsule, with a daily agenda on the issues of the LGBTQIA+ community, to live coverage with IG Stories from Milano Pride, where a video maker and editor interviewed participants to convey the experience in real time on social media. The new special edition format will be used to examine many other issues and events over the rest of the year.
For Pride Month, the brand also launched The Wom Pride, a new rainbow visual, which accompanied the brand storytelling, with The Wom Pride logo appearing on all social channels, the pride rainbow bar on all content, a fixed navigation link on the website, and a fixed space dedicated to the web capsule on the website homepage.
The project confirms The Wom’s mission to promote a culture that affirms free expression of personality: addressing a community of people who care about the values of gender equality, self-acceptance and sustainability, with the typically inclusive content and language of generation Z and the millennials, The Wom is the first Italian media brand to form a Gender & Inclusion Committee.
The Wom audience continues to expand, with 10 million unique users (source: Comscore March 2022), a 4 million fanbase and 35 million video views (source: Shareablee e social insight, May 2022).