How Mondadori Doubled Social Media Engagement and Tripled Video Views with Lumen5
ABOUT MONDADORI
A Publishing Giant in Italy
Gruppo Mondadori is an Italian publishing giant and market leader. The 100-year-old company was one of the very first Italian publishers for magazines and, subsequently, digital publications. In 2016, Mondadori acquired Banzai Media, a move that allowed Mondadori to create cross-media brands that speak to millions of people through a variety of touchpoints. Every month, Mondadori brand publications reach 16 million readers, 31 million unique online users, and 33 million followers across their core social networks. All brand activities are managed through Mondadori Media — a social multimedia subsidiary that oversees an impressive portfolio of leading Italian brands. The Mondadori media team consists of 450 professionals, including marketing specialists and content editors, who manage and create content. These assets range from paper publications to local events, and — of course — videos.
Our assets range from paper publications to local events, and—of course—videos.
THE CHALLENGE
Looking for a new way to communicate
For one of Mondadori’s leading travel publications, Zingarate, the social media team were looking for a new way to communicate with and engage their audience on Facebook, Instagram, and key landing pages across the Zingarate website. To help the team achieve the communication and engagement they needed, they soon pivoted to exploring video.
We needed a new way to communicate with and engage our audience on Facebook and Instagram.
THE SOLUTION
Choosing simplicity and reliability
After researching other video content creators, the Mondadori team landed on Lumen5 due to its simplicity of use, reliability, and ability to create high-quality videos at scale. They were impressed with Lumen5’s customer support and found that any issues got resolved very quickly. The team at Mondadori also found that Lumen5 provides a great user experience with tasks such as adding music, framing clips, and coordinating timing. Using these features was labelled as “very easy,” according to Alfonso Biondi, Mondadori's Social Video Specialist, and Rosanna Carrizzo, Zingarate's Content Manager.
Lumen5 provides a great user experience with tasks such as adding music, framing clips, and coordinating timing.
THE RESULTS
Doubling engagement rates
Since using Lumen5 as part of their video content strategy, Mondadori has seen engagement rates double and average views triple, compared to year-on-year metrics. The result that the Mondadori team are most proud of? They’ve produced over 200 Lumen5 videos that have reached over a million people. Molto bene!
We have produced over 200 Lumen5 videos that have reached over a million people.