Month: February 2021

Some 20 million Italians between the ages of 18 and 54 follow at least one influencer. Of these, 48% follow a macro-influencer; a category that includes not only individuals, but also publishing brands with stand-out social media profiles in their communities of reference and recognised as authoritative in nine specific areas: health and wellbeing, families and children, entertainment, technology and science, beauty and personal care, fashion, food and beverages, travel and tourism, cars and motorcycles.

And it is precisely these macro-influencers that are at the heart of the survey “Italians & Influencers” conducted by Buzzoole, InfoValue and Mondadori Media, aimed at examining more closely the views and opinions of Italians regarding an increasingly significant category in consumer behaviour.

In particular, it looks more closely at the relationship between Italians and influencers and publishing brands, with regard to the social media presence and the type of role that they play in entertainment and users buying habits.

The first interesting element is the frequency with which users consult their profiles: 37% claim to follow them every day, while another 37% check in every 2-3 days.

Why do users follow influencers?

For the advice they give (54%, above all for matters related to food) or for their expertise in specific areas (51%, technology and automotive) or because they are considered models of reference to identify with (19%, fashion and families).

At the top of the list for renown on social media there is Chiara Ferragni (mentioned by 85% of the sample), followed by GialloZafferano (72%) and Benedetta Rossi (71%).

As part of the study, emphasis was given to the role of macro-influencers in buying behaviour, with a different focus depending on the sector of interest for users. This showed that they can play the role of a “tutor” that explains a product (for 54% of the interviewees), especially in the areas of food beauty, a discoverer able to introduce new products (for 47%) for tech and beauty, a friend who can say where and when to buy something (41%), above all for fans of cars and motorcycles, or, also, an outstanding trendsetter (27%).

There is, therefore, a clear recognition of the commercial function: an expectation that influencers and publishing brands can provide information on a wide range of product types and become an “advisor” that in every situation can play a determining role.

Have looked at the role of macro-influencers in buying behaviour, the survey then examined their level of incidence in buying propensity: 85% of Italians claim to take the opinions of influencers into consideration when buying a product.

The study also looked in detail at how many purchases are “actually” made on the basis of the advice of influencers. Over the last year around half of the interviewees bought an average of 2 products or services recommended by influencers or editorial brands on social media: beauty, food, fashion and technology being the most influenced shopping categories.

An examination of buying intention is single areas, showed that in first place among the preference of Italians were the profiles of GialloZafferano (89%) in the food & beverage sector and Mypersonaltrainer for products related to health and wellness.

“The study conducted in along with Mondadori Media and InfoValue,” declared Gianluca Perrelli, CEO of Buzzoole, “has clearly demonstrated the complexity of a now consolidated phenomenon that involves millions of people. In addition, it has highlighted the multiple roles that Creators can have for Italians, not just as repeaters of messages, but as key elements in the purchasing process.”

“Brands remain among the main influencers of consumer buying habits, and central in the discovery of new trends and tendencies,” declared Andrea Santagata, General Manager of Mondadori Media. “The research clearly shows how some of them, the more vertical with a language and approach that is close to users, have maintained, and even reinforced, this role, also in the increasingly important social media environment. I think that it is key for a brand in social media to satisfy specific need, with a view to providing users with help and support.”

As regards the platforms used, Instagram emerged as the social media platform par excellence (67%), followed by Facebook (59%) and YouTube (53%). The younger target follow on TikTok (9%) and 4% on Twitch.

This quantitative survey involved over 1,500 interviewees, representative of Italian web users between the ages of 18 and 54, and examined 9 topics of main interest, arranged by socio-demographic profiles, with a special focus on female targets.

“Italians & Influencers” was conducted in the context of the WeTalks project: a permanent observation laboratory through which Mondadori Media addresses companies interested in information about the dynamics of consumer behaviour. The complete results of the survey are available on www.buzzoole.com and www.wetalks.it.

Coming to newsstands on 26 February Me contro Te: the only original fantasy comic by Luì & Sofì, the two YouTubers who have won the hearts of millions of children through simplicity, a joyous spirit, positive values and an ability to create content to evoke dreams and stimulate imagination.

Luì & Sofì have chosen the Mondadori Group for the launch of their first 100% official magazine 100: an occasion to entertain and transport young kids on a range of adventures and the discovery of the world of science.

“We are really excited about this super new project. The fantasy comic Me contro Te is a magazine entirely devoted to fun and the discovery of the world and its wonders. We want to thank the Mondadori Group for having once again believed in us and for having helped us to create the magazine of our dreams,” commented Luì and Sofì.

Every month this new fantasy comic will present two new adventures by Luì & Sofì, illustrated and told in the unique. Colourful and joyous style that is the basis of the magical world of the Me contro Te. Plus, news, curiosities, original ideas from little experiments, topic-based games and quizzes to test readers’ knowledge: an authentic “activity magazine”, conceived for boys and girls aged between 6 and 10. Among the features of the first issue, the world of insects and dinosaurs. The young readers can also write and send drawings to their favourites: and the best letters will be published.

Children will be brought closer to interesting and educational content, thanks to the new comic format of Me contro Te that makes reading stimulating, in a simple but engaging way, in line with the great publishing success of the books published by Mondadori Electa.

The launch of Me contro Te – Il fantafumetto, with a print run of 100,000 copies for the first issue, was announced in a preview by Luì and Sofì in a post on their Instagram profile and is supported by a communication campaign on print media and point of sale.

The magazine will be available on newsstands from 26 February, with a cover price of €4.90.

New columns and collaborations for Focus, the Mondadori Group brand leader in the popular science segment 6.4 million readers and users and a community of over 3 million followers on social media, up by 40% since February 2020.

From this month Focus Domande & Risposte, the magazine that offers more than 250 questions and answers about the most incredible and interesting facts, is changing its frequency and becoming a monthly. And for the occasion the title is launching an exclusive collaboration with Massimo Cannoletta.

The celebrated champion of the TV quiz show L’Eredità, whose knowledge captured the hearts of the Italian audience. Will be the protagonist of a feature entitled “Te lo dice Massimo” in Focus Domande & Risposte and a weekly appointment on the Focus Facebook and Instagram profiles, where he will engage the community in an exclusive video questions and answers format.

“The strength of Focus lies in the care and attention given to providing detailed background and the way we search for news, the authoritativeness of our contributors and interlocutors, but also in the curiosity, the passion and enthusiasm we put in every day to offer our readers a quality product that is able to speak to everyone. Consequently, when I had the change to chat with Massimo Cannoletta, and when I saw his enthusiastic hunger for knowledge and his drive to explain, I thought it would be brilliant to add him to the team of journalists and collaborators that make the world of Focus a great multimedia platform for popular science,” declared Raffaele Leone, editor of Focus.

But that’s not all that’s new. Cannoletta will also have column in Focus Storia, Focus system magazine dedicated to the events, personalities and curiosities of the past and present. Every month in “Curioso per caso” he will allow readers to discover historic and artistic treasures form different countries in the world.

The super champion will also be the protagonist of an exclusive interview in the monthly Focus, in the issue on newsstands from 23 February, where he talks about the secrets of his memory.

Originally from Lecce, Cannoletta, who is 46, has a degree in political science. He is passionate about spreading culture and knowledge and became famous with the audience of the early evening quiz show presented by Flavio Insinna, participating in 51 episodes and beating record after record.
“I grew up reading Focus branded magazines, and I got many of the questions on L’Eredità right having learned them from these magazines. So I am absolutely honoured to become a part of the big Focus family,” declared Massimo Cannoletta.

Focus is Italy’s most widely-read magazine, with 6.4 million readers and users (Source: Nielsen Media Impact Data fusion, Amy 2020). It is increasingly appreciated and engaging on sempre social networks, where it has a growing audience of over 3 million followers (Source: Shareablee, February 2020). The magazine is the core of a multimedia ecosystem that includes the web, a TV channel, social media and events: a distinctive point of reference for issues of great current significance, from science to technology and nature, and thanks to contributions from authoritative voices of international renown and an approach that is always rigorous and fresh.

Three stars for three digital covers: actresses Kate Bosworth and Elizabeth Olsen and musician Keke Palmer are the celebrities picked by Grazia USA for the launch of the new digital covers created to mark the New York Fashion Week.

Three leading female personalities from the world of fashion and entertainment revered by the American public posed for three exclusive fashion shoots, perfectly embodying the mix of quality content that distinguishes the editorial formula of the new international edition of Grazia: fashion, beauty, personalities, as well as topical issues such as inclusion, sustainability and diversity.

Launched last October under a licensing agreement with the American publisher Pantheon Media LLC, in just a few months Grazia USA has established itself as one of the most innovative publishing brands in the fashion world in the United States.

“Our magazine is for the women who are changing the world,” said editor of Grazia USA David Thielebeule. “For over 80 years, Grazia has defined international style with an Italian twist. It is also clearly focused on inclusion, dynamism and optimism. From New York to Los Angeles, Chicago and Miami, Grazia USA has already become the most exciting, elegant and innovative magazine for the women who are changing the world”, pointed out Thielebeule.

Since its launch, the Grazia USA platform has reached a total audience of 4.6 million unique users, of whom almost 50% are women in the 18 to 34-year-old age range, becoming a point of reference for style, beauty, culture and lifestyle.  A success that is also confirmed by the traffic on the graziamagazine.com/us platform, which has grown by 48% since its debut last October, on the occasion of the exclusive international collaboration with Kim Kardashian-West. In addition to the audience on the platform, Grazia USA also boasts a social reach of more than 3 million in the month of January alone.

“We are really proud of the great results achieved with Grazia USA, thanks to a successful formula that hinges on a global and multi-channel approach. The new business model, which has strong potential for development in other markets too, blends authoritative content and a strategic use of data to create a distinctive positioning, addressing the needs and interests of readers,” said Daniela Sola, managing director international business of Mondadori Media.

“Grazia USA will also provide strategic advertising solutions for brands seeking to reach an audience of sophisticated consumers by developing integrated and specific marketing offers for the world of luxury and lifestyle”, added Jillian Maxwell, Chief Revenue Officer of Grazia USA. “We are very optimistic that our growth will continue, as our business initiatives align with fundamental shifts in consumer behaviour. We have created exclusive content for the New York Fashion Week and will continue along this line as well as developing our ever-growing community of users”.

Icon will be on newsstands from tomorrow with an issue entitled No pictures please!, dedicated to the evolution of our relationship with images. This issue of the magazine, edited by Andrea Tenerani, will include over 200 pages of fashion, beauty and news, as well as special features and four exclusive cover stories.

The protagonist of the male lifestyle and fashion brand of the Mondadori Group is the football player Zlatan Ibrahimovic, a timeless icon, on and off the pitch, in an exclusive portrait for Icon: “From the very beginning, I told myself that I wouldn’t want to be anyone else. Successful or unsuccessful, I waould remain who I am. For me, when you are so original, in the end, people recognise that, and they love you for it. The key to it all is authenticity,” the champion says.

The February issue of Icon also features I Negramaro, photographed by Giampaolo Sgura to mark the release of their latest album Contatto: “In recent years the meaning of this word has changed. When we talk about contact, we are usually talking about an email, a telephone number to reach out without ever touching. And during this pandemic it’s become something else again; a dream, the word is now almost dreamlike,” explained Giuliano Sangiorgi.

Plus, the international face of Dave Franco, actor and director, brother of James, making his directorial debut with the horror film The Rental: “I wasn’t only inspired by my paranoia about home sharing. I also thought about the period that the United States is going through in which we are divided, isolated and nobody trusts anybody.”

And finally, the future, football, AC Roma, Italy, the injuries and recovery of Nicolò Zaniolo, the young champion of Roma and the Italian national team, who talks about himself for the first time to Icon: “Roma has changed my life, in every sense. It took me on when I was just a boy and is making me into a man. It has given me the opportunity toplay football and given me all this popularity. How could I not love it?”

There is also the return of Padiglione Icon: a special feature, in the pages of the magazine and on dedicated social media profiles dedicated to a selection of excellence in fashion, with what’s new and representative items from the new collections. In the new issue, on newsstands until the middle of March, space is also given to engines in Icon Wheels: 10 pages that focus on the most exclusive new products from the world of cars and motorcycles, previews, interviews to the protagonists and the most iconic and desirable models.

With sport in our hearts

From this month, Icon also launches a special project entitled Con lo sport nel cuore, (With sport in our hearts) in collaboration with the Fondazione IEO-CCM, the body that supports clinical and experimental research and assistance for patients with cancer and heart disease cat the Istituto Europeo di Oncologia and the Centro Cardiologico Monzino, with the aim of identifying the best treatment for patients and to support new and innovative projects.

For the occasion a limited-edition Icon T-shirt has been produced, in collaboration with Roy Roger’s, to support the Centro Cardiologico Monzino.

After Claudio Marchisio, Nicolò Zaniolo will be the exceptional testimonial of the initiative which, during the year, will involve a number of protagonists from the world of sport in order to promote on the pages of Icon the research of an example of Italian excellence in the health sector.

The Centro Cardiologico Monzino is Europe’s leading hospital for the treatment, research and prevention of cardiovascular disease and is internationally recognised for the level of specialisation and innovative therapies. Also on the front line is Roy Roger’s, a brand of Manifatture Sevenbell, which offers its experience in the clothing sector to the service of a good cause.

The T-shirt will be on sale on www.royrogers.it and the revenues from the sales will be entirely devolved to applied research projects on more serious heart and vascular diseases and orphans of resolutive therapies, where only research can make a difference.

2020 was a year full of initiatives of the digital brands of the Mondadori Group: a successful portfolio that ranges from GialloZafferano to Donna Moderna, and from MyPersonalTrainer to Grazia and Studenti.it, and that confirms its role as a point of reference for the interests and enthusiasm of Italians online.

In December, with a +7% increase on the same month of the previous year, the digital network of Mondadori Media reached 29 million unique users per month (Source: Audiweb), confirming in particular its position as the publisher of reference for female users, with almost 17 million visitors.

A competitive positioning with, at the top, GialloZafferano, Italy’s most popular food media brand, which, again according to Audiweb, is visited by more than 20 million users per month.
In fact, in December, Italians spent over 7 million hours on GialloZafferano, which is equal to 70% of all the time spent by Italians across all cookery sites.
And with this result Giallozafferano also confirms its position as the fourth most used publishing brand overall, and the first excluding news sites.

This leadership should then be added to the brand’s position on social media where it is followed by over 18 million fans on six platforms, from Facebook to Instagram, YouTube to TikTok, as well as Twitter and Pinterest.
Particularly interesting is the brand’s success on TikTok, where in just over six months from the launch, the brand has gained more than in 650,000 followers, and is continuing to grow, also among the younger target.
The growth trajectory of GialloZafferano continues also in 2021 with the launch of a new multi-touchpoint platform in English, already available online and on the main social networks, Facebook, Instagram and YouTube.

Thanks to this initiative the brand will give added impulse to its development and aim to become an essential destination, not only for Italian users, but also for a global audience of cooking enthusiasts who want to learn about and try traditional Made in Italy dishes, and becoming an authentic world ambassador of Italian cooking.

“For more than fifteen years GialloZafferano has been recognised by food lovers for the quality of its content and the continuous one-to-one care that it gives to all its users, across all media. With the launch of the English-language version of GialloZafferano and its social media, marks the beginning of the brand’s international expansion which will enable us to spread the best of Italian cooking around the world: in fact, along with fashion and design, food is one of the Italy’s most important assets and the Mondadori Group is active all of these sectors with outstanding brands,” declared Andrea Santagata, general manager of Mondadori Media.

For its international debut GialloZafferano has developed a communication system that starts from the web with GialloZafferano.com dedicated to “The best Italian recipes”. The new site offers and extensive selection of the best dishes from the Italian kitchen with over 200 step-by-step recipes produced or translated into English and accompanied by videos and photos, and the aim is to arrive at 500 video-recipes by the end of 2021.

The multi-touchpoint approach is ranged across social media, from Facebook and Instagram pages, and dedicated YouTube channels, with a total initial fanbase of 4.5 million fans, of which 170,000 followers on Instagram, over 4.1 million fans on Facebook and 200,000 subscribers on the “GialloZafferano Italian recipes” YouTube channel. In fact, for many months Giallozafferano has been curating and growing its presence on social media in English. On YouTube the brand already offers around 500 video-recipes, while on Facebook and Instagram a unique and distinctive positioning had been developed that brings together and promotes, not only the best of Italian cooking, but also the best of Italy in general, in order to allow users to discover the “best and the beauty” in which the country excels.
The brand will also take advantage of the collaboration of creators that will focus on the inimitable classic recipes of our country.

The new GialloZafferano platform in English is an ideal opportunity also for Italian companies in the food sector who want to aim their campaigns at a global audience.

***

For more details:

–        https://www.giallozafferano.com/

–        https://www.facebook.com/GialloZafferanoLovesItaly

–        https://www.instagram.com/giallozafferanolovesitaly/

–        https://www.youtube.com/user/yellowsaffron

Donna Moderna, the brand that is a point of reference in the women’s magazine segment, launches a special on love to coincide with Valentine’s Day.
The issue on newsstands tomorrow features more than 40 pages with moving stories, surprising interviews and ideas to from which to draw inspiration. And at the heart of the magazine an exclusive illustration, inspired by love, to pull out and keep.

This special is the first part of a “Modern Relationships” project: a four-part series focused on discovering how love, the family, friendship and sex have changed.
A new format that is developed in the magazine, on social media and the web site in a circular, multichannel and complete communication.

“We asked our readers to tell us their love stories and we could not have imagined that we would be flooded with stories. Love remains the strongest driver of our existence and relationships have changed profoundly and Covid, like everything else, has accelerated these changes. And that is what we examine in this issue. Without forgetting, however, that we are dealing with a sentiment that, more than any other, gives direction to our lives and that the best way to understand it is to speak about it,” declared Annalisa Monfreda, editor of Donna Moderna.

The Donna Moderna special
Featured on the cover are Giorgia Palmas with her partner Filippo Magnini. The TV presenter and swimmer talk in an interview about their story, crowned last September with the arrival of little Mia, and they are also photographed in an exclusive fashion feature inside the magazine.

This special issue dedicated to relationships will also feature the stories of three couple who have who have experienced complementarity in work and in life: the chefs Isabella Potì and Floriano Pellegrino, who started a restaurant together, the philosophers and writers Maura Gancitano and Andrea Colamedici, founders of Tlon, a cultural project, and the architects Cristiana Favretto and Antonio Girardi, rewarded by Time with the inclusion of their green project among the 100 most innovative.

The pages of Donna Moderna also include an important survey on the dematerialization of feelings. The divorce lawyer and expert on sentimental relationships Ester Viola and the psychologist, psychotherapist and analyst Stefania Andreoli discuss the issue of imaginary relationships and virtual betrayals, explaining why it is so difficult to love today.
These two important voices will also take part in a live event on Facebook on Friday 12 February at 5.30 pm.

At the heart of this special issue is an illustration inspire by love, produced for Donna Moderna by the artist Giò Pastori and a double-page with the most beautiful and romantic verses, chosen by readers on social media: the most voted, by Rupi Kaur, with “Il modo in cui ti ami è il modo in cui insegni ad altri ad amarti” (The way you love yourself is the way you teach others to love you), followed by Alda Merini with her words “Ieri sera era amore, io e te nella vita fuggitivi e fuggiaschi con un bacio e una bocca come in quadro astratto” (Last night was love, you and I fugitives in life and fugitives with a kiss and a mouth as in an abstract painting).

The protagonists of the issue are also the stories of the readers who flooded the editorial office with their stories, selected by Donna Moderna and entrusted to the pen of the writer Sara Rattaro

Of course, there will also be beauty tips. With a feature dedicated to red passion products and a shopping column about jewellery to give as gifts for Valentine’s Day.

On social media and the web site
With this initiative, the Mondadori Group brand once more wants to engage its audience, which today has 12.2 million net users every month (Source: Nielsen Media Impact data Fusion May 2020), to which should be added almost 3 million fans on social networks (Source: Shareablee plus TikTok and Pinterest sources January 2021).
The project will also feature on the web site donnamoderna.com, in  special that brings together some of the most significant content from the issue and on the brand’s social media profiles with daily storytelling dedicated to  love.
On the Donna Moderna Instagram profile, there is an interactive survey #parliamodamore (Let’s talk about love) which identified the most voted verses tin the week of Valentine’s Day through cards and stories, together with readers stories and the most beautiful phrases among the many suggested by users on the social media channels.

Grazia USA, the new international edition of Grazia, the result of a licensing agreement between the Mondadori Group and Pantheon Media LLC, has appointed Jillian Maxwell chief revenue officer and executive vice-president. In her new position, Jillian Maxwell will work in close collaboration with editor-in-chief and creative director David Thielebeule.

As chief revenue officer, Jillian Maxwell will be responsible for defining and executing the marketing strategy and brand partnerships, with a focus on identifying new categories of interest and the creation of an ad hoc audience, with a view to reinforcing retail sales through innovative editorial initiatives, live and virtual events, videos and social media.

“Luxury brands want to find new and niche audiences,” declared Jillian Maxwell. “Few partners today can claim that 50% of their audience is made up of women between the age of 24 and 34. Grazia USA is one of them. The growth recorded in October 2020 – when the title made its debut on one of the world’s leading luxury markets – is without question extraordinary. This fact, alongside the vision of David Thielebeule, offers additional advantages to clients seeking to intercept a new audience and draw on figures able to ensure a solid future for their business. I am delighted to be joining such an innovative a team, with which I share the objective of creating significant and engaging opportunities for clients.”

With over 16 years of experience behind her, before taking on her new role Jillian Maxwell was executive director of international fashion at the WSJ Magazine. Before which, as brand director of the founding team of the WSJ Magazine, she contributed to the creation of its well-known platform WSJ Innovators, where she developed the magazine’s global business strategy. She has also been director of marketing strategy at Harper’s BAZAAR and sales director of international fashion & luxury and American fashion & retail at Refinery29, where she expanded digital partnerships in the fashion and luxury sectors. She began ger career at Condé Nast as merchandising editor for the magazine Glamour.

“There are very few professionals in this sector with the skills that Jillian in the media, both digital and print, in marketing and advertising and with her proven track record of experience in helping both small and medium-sized brands to grow. She has worked with top manager, corporate marketing directors and advertising agencies for years and become a figure of reference for various brands,” explained David Thielebeule, editor-in-chief of Grazia USA. “Jillian is also able to understand the challenges and opportunities for publishers, having been at the top of the WSJ Magazine, where, year by year, she drove profitability and grew revenues through new channels. Jillian is an undisputed leader that knows how to consolidate high performing teams and is able to create strategic partnerships while ensuring growth for clients. Her arrival at Grazia is exceptionally good news and we are extremely confident in our approach that aims to fully enhance and valorise our audience.”

Present in all of the most important fashion and luxury markets, Grazia is the leading 100% Italian fashion brand to have exported its successful formula around the world, from Italy to the United States, creating a dynamic network with a total of 21 editions and a global audience of 15 million readers, 35 million unique users and more than 20 million followers on social media.

CasaFacile, the magazine edited by Francesca Magni, continues to evolve along with the needs of its readers and to present new ways of living and designing the home, which, in recent months has become even more central as our living habits have been transformed.

These issues will be at the heart of special issues, features and digital initiatives that the Mondadori Group brand will launch this year and running themes across the upcoming issues of the magazine and developed from the print edition to the web site, and including the first digital festival dedicated to homes.

An offer of continuously evolving multiplatform content that responds to new desires and trends, and once again confirms the cross-media nature CasaFacile, which brings together around the brand a constantly growing community of enthusiasts.

“CasaFacile is a bit like an orchestra: for more than 10 years print, the web and social media have been integrated like the sections of a musical ensemble, each with its own tone, but playing together to produce a ‘sound’ that brings together a growing community that follows us every month on newsstands and every day online. We have always talked about a home that changes around us, aspirational but accessible, well organised but always attentive to style, customised, joyous, and friendly, where ‘upscale’ and democratic design mix in a highly personal style, just like in fashion. And following the experience of the pandemic, CasaFacile can’t but lead its readers towards the design of a dream home, of the kind we have realised are absolutely vital. Multifunctional, super organised, and from natural light to an authentic contact with nature and the outdoor, we listen to new needs and lead the way to a movement towards a re-design of the houses around us,” declared Francesca Magni, editor of CasaFacile. 

New in the magazine
Among the new features in the magazine in 2021 are two ne columns: New Home, tp tale a closer look at emerging trends in living styles that have taken shape as a result of the pandemic in order to design space on the basis of new needs, and Bello e possibile with ideas and solutions to create a complete corner of the home on a limited budget.

The March issue will also include a special feature dedicated to small homes: 6 beautiful apartments of between 25 and 92 square metres with innovative designs that make it possible to ‘live bog’ also in small spaces, with particular attention to what we feel we need right now: more light, better organisation of space, a comfortable kitchen and a dialogue with nature and the outdoors. Exceptionally, there will also be two ‘before and after’ (Prima & Dopo) projects exclusively created by CasaFacile, the only magazine in Italy that every month creates and photographs the re-invention of a real home.

The digital festival
This focus on new ways of living will culminate in April with “La Casa dei sogni by CasaFacile”, the magazine’s first digital festival dedicated to the home. From 7 April to 7 May, a combination of initiatives that will be developed across the brand, from the magazine to the web site and social media.

Starting with the April issue: a special issue of the magazine that, thanks to an innovative thematically organised range of content, will examine what we are currently dreaming about for our homes and respond to the new living needs in the unmistakably joyous, smart and friendly style of CasaFacile.

Five dreams that will be realised in five design projects presented in the pages of the magazine: from the need for more green space at home, with innovative ideas and solutions to ensure that our apartments are never without a green corner, to the desire for more natural light with detailed information and advice about windows and light sources. But there will also be a home where the protagonist is colour with ceilings and furnishing in bold tones, as well as a home that gifts relaxation, thanks to easy-to-use automation and spaces that area accessible and adaptable to everyone. And finally, there will also be a design for a functional home, with tips on how to create organised spaces, with solutions that are variable and suitable also for a home office.

The storytelling of the special issue extends also to the Facebook and Instagram pages of the brand with posts and original and dynamic videos to innovatively engage users. These features include Scuola di stile (Style School) to learn how to use, place and combine a product, Instaquiz and Gare di styling competitions And then Provato per voi (Tried for you) an engaging way to present products with video tutorials, and the Ufficio cortesia format in which the editorial team and blogger of CasaFacile answer questions and requests from users.

In addition to the April special issue and the calendar of video clips and live events on social media, there will also be a special on the CasaFacile.it web site.

The initiative provides a unique opportunity for partner companies of the project to present and talk about new products and trends, along with the stylists and the team of 61 bloggers that share with CasaFacile the desire to write about and promote their passions and skills in the area of décor and furnishing.

The initiative also confirms the role of CasaFacile as leader in its segment, with a 53% share of advertising pages % (Nielsen data, January-September 2020).

Thanks to a unique mix of content, initiatives and practical advice, CasaFacile is constantly at the side of its readers and their needs and every month reaches a total audience (magazine and web) of 778,000 users (Nielsen Media Impact Data Fusion – May 2020), to which should be added the a highly active social media community of more than 1 million fans, that has grown by 64% since January 2020 (Source: Shareablee plus Pinterest).

GialloZafferano, Italy’s leading food media brand, with 18.8 million unique users (Source: Audiweb, November 2020) and 13 million fans, continues to evolve and expand the user experience it offers to its audience across all channels: from the web to print, social media and events, and through all of the available interfaces on the market, including the most innovative such as virtual assistants.

Since the launch of Alexa and Echo devices by Amazon in Italy, GialloZafferano has offered its users the possibility of conduction searches and cooking with instructions delivered by Amazon’s virtual assistant, using a dedicated Skill. In fact, in many kitchens, Alexa has become an ideal ally able to provide suggestions for an evening meal and to help in the preparation of all kinds of dishes. And the number are the proof: in the last 12 months more than 5 million recipe requests have been made using the vocal service. A figure that is destined to continue to grow as more devices equipped with Alexa enter the homes of customers in Italy.

The experience offered by GialloZafferano in vocal applications for cooking are recognised as best case in terms of the continuous innovation, is now taking a further step ahead by bringing its commercial partners onboard its Alexa Skill.

After specially adapting hundreds of content items to be used by voice and having redesigned its search engine, GialloZafferano will be able to continue to provide vocal recipes produced in collaboration with the brands with which it works in the realisation of dishes. It is an operation through which Italy’s best loved cooking site can evolve its user experience on Alexa, by perfectly integrating into the recipes the companies that invest in the brand, in a completely new, immediate and innovative approach.

Everyone who has an Amazon device with Alexa can therefore continue to interact with the voice service to find inspiration for their dishes, automatically consulting all of the GialloZafferano recipes, which are now richer than ever thanks to the collaboration of GialloZafferano with its commercial partners. All you need to say is “Alexa, find me a recipe for …” to enter the GialloZafferano world of tasty ideas and get help in all phases of the preparation. Users can interrupt the process at any time and start again from where they left off, without ever having to use their hands, which, in any case, in the kitchen, are normally busy doing other things. So you can carry on cutting, mixing and kneading, while Alexa explains the next step.

With this initiative, GialloZafferano will enhance the communication system which every day reaches the homes of millions of people and offers a catalogue of 5,500 recipes and 1,650 high-definition videos and the extraordinary participation of over 10 million hours spent in the kitchen on the site.