For the first time this year, Webboh – a Mondadori Media brand and Italy’s first community dedicated to Gen Z – played a leading role during the week in Sanremo with the Marlù Webboh Vibes: the 20-hour fun-filled happening show created together with Marlù – a well-known jewellery brand born from the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri. It had an incredible response from the on and offline audience and the participation at the event by all the top singers and creators that Gen Z loves the most.

RECORD NUMBERS ON SOCIAL MEDIA

Astonishing data from the social media profiles that have achieved to date almost 20 million reaches, 13 million video views and 5 million total interactions: on the final night alone Webboh entered the top five most viewed social media accounts with over 1 million interactions (source: First Communication, Sensemakers’ ranking).

The website Webboh.it also saw more than 1.6 million page visits, thanks to its continuous news coverage, stories and backstage insight, which is a +12% increase compared to 2023. The digital coverage, aimed specifically at Generation Z, benefited from 100 pieces of content published on Instagram and TikTok, including posts, news on the website and exclusive video interviews with the singers in the competition, and over 81 thousand teams registered in Webboh’s FantaSanremo League.

THE HAPPENING SHOW

An exclusive schedule, full of events and original content, including five days dedicated to raising awareness on value issues dear to Gen Z (green issues, bullying and cyberbullying, eating disorders, LGTBQ+, animal abandonment), which took place on the stage of the truck transformer inside the Festival Village in the Villa Ormond Park. The happening show brought in thousands of attendees and 70 guests, including such singers as Annalisa, Alfa, and Ghali along with Rich Ciolino, Clara, Albe, Irama, Il Volo, Il Tre, Mr. Rain, Fred De Palma and creators from the Power Talent Agency like Arienne Makeup, acapodelglobo, Gianmarco Zagato, Diletta Begali, Giulia Bellu, Ramon Agnelli and Ella’s Books as well as other talents like Valerio Mazzei, Bella Gianda and Space Family.

Also on stage were special guests like José Sebastiani, son of Amadeus, who was a guest on the show for several days, Leo Gassman as an ambassador for Bulli Stop for the day dedicated to the fight against bullying, and creators Joey and Rina, Valeria Angione, NewMartina, Papà per Scelta, Lisa Luchetta, Giulia Penna, Elena Hazinah, as well as Enzo Miccio, the reigning Miss Italia  Francesca Bergesio, and Lorenz Simonetti as a regular guest, who created La canzone di tutti, Marley, the civil protection superhero, already a guest at the Festival, and many other celebrities.

The “Unplugged – Spazio al talento” show, presented by Andrea Prada along with Gen Z’s favourite faces, was a great success, with over 60 established and up-and-coming singers, including Valerio Mazzei, Cricca, Federico Baroni, Niveo and Crytical from Amici, as well as the winner of Io Canto Generation, Marta Viola, Pucho and million stream artists like Diego Lazzari, Random, Nashley, Luk3 and many other young singers. Each of them received a plaque of recognition from Marlù with a QR code with the video of their performance.

VALUE-RELATED INITIATIVES

On 7 February, special guests took the stage: director Giovanni Nasta and producer Simona Gobbi, who presented the short film Paracadute produced by Versus, Lupin Film and Simona Gobbi, with the collaboration of Marlù. The film deals with the topic of bullying in an original way from an unconventional point of view.

Webboh and Marlù also reiterated their commitment to value issues. As part of the Words Can Make a Difference initiative, both the audience in attendance and those at home on social media, were asked to leave a word on a virtual blackboard. The young creator and singer-songwriter Lorenz Simonetti then transposed the most significant phrases musically, creating a song entitled La Canzone di tutti, presented on Saturday, 10 February on the last day of the event.

The collaboration between Webboh and Marlù, made possible thanks to the Brand On Solutions team, the unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company, is a true integrated partnership that – from the naming of the event to the creative concept, to the coordinated image across all communication channels, to the boosting on all the social media of Webboh and the creators involved – aims to reach and raise awareness among the wider Gen Z audience with exclusive value-based content created ad hoc.

In order to maximise communication to promote the Marlù Webboh Vibes event, Mondadori Media involved social media, the Webboh brand website and the Mondadori Media network, the creators and talent of Power Talent Agency, as well as overseeing attendees in collaboration with the Villaggio del Festival, sponsored by the City of Sanremo, both inside the Village and on giant screens positioned in strategic parts of the city.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces