Yesterday in Palermo there was a crowd bath on the occasion of the opening of the New Martina’s new storealias Carmen Fioritoa Neapolitan TikToker who has gained millions of followers with her videos in which apply films and covers on smartphonesThe store’s grand opening attracted over four thousand people, mostly children between the ages of 8 and 15, who began queuing at 12:30 p.m., even though the event was scheduled for 4 p.m.
But who is Carmen Fiorito? Known online as New Martina, she has become a web star thanks to his ability to quickly and accurately apply films to phone screens, a skill that fascinated and relaxed his viewers thanks to ASMRor the feeling of relaxation produced by certain sounds. The spontaneity and naturalness with which she carries out these operations have contributed to building a passionate and loyal fan base, ready to follow her in every new adventure.
The inauguration of the store in Palermo saw scenes of enthusiasm and admiration similar to those reserved for great movie or music stars. Screams, tears and a long line of waiting fans to be able to see and, perhaps, interact with their idol were the predominant images of the day. Despite some criticism and irony on the web regarding her apparently “undeserved” success, New Martina has demonstrated how Virality on social media can transform even simple activities into mass phenomena.
The New Martina phenomenon is not limited to manual skill alone, but also extends to the creation of a recognizable and engaging identity on social media. His phrase “Martinizzati anche tu” embodies an invitation to be part of a community, to feel included in a movement that, despite being born from an apparently banal activity, has been able to exploit the power of digital marketing and effective communication.
The young TikToker knew how capitalize on his popularityexpanding its brand with the opening of physical stores in several Italian cities, including Naples and Bologna before Palermo. Its success is a clear example of how, in the digital age, even the simplest activities can become the basis for building a media and commercial empire, thanks to the ability to communicate and connect with the public in an authentic and engaging way.
