Condé Nast Italia has launched a new social-only editorial project called LISA – an acronym for love, inspire, share and advise.
LISA will see content created and shared across Spotify, Instagram and Facebook and will later also include a presence on Snapchat and Musical.ly.
CEO of Condé Nast Italia, Fedele Usai, told WWD that LISA is the first social-only editorial project in the luxury segment at a global level. “We are putting ourselves out there, opening up to the world, but this is entirely born in Italy.
The co-founder of LISA went on to explain that the reason for a social-only publication was due to the observation that “98 percent of Generation-Z members and Millennials spend a lot of time on social media for information but, surprisingly, more than 78 per cent of Baby Boomers are engaged on social media. So they all find themselves in the same places and using the same language. Generation Z influences the big spenders in terms of language and communications. No 60-year-old wants to feel treated like a 60-year-old.
“It’s obvious that the late Millennials and Generation Z are not only customers, but they also strongly and decisively influence Baby Boomers. We must understand this and relate to this kind of communication.”
The type of content to be unveiled on LISA’s platforms will be “positive messages”.
Usai also noted that there are hopes for international expansion, so watch this space.
