The continuity of the campaign Amazon at home, Forest standing in the last quarter of 2020, in sales to the Amazon businesses, only via Mercado Livre, R$ 65,835.00, an increase of 7.4% in relation to previous months.
released on last september as an alternative to help leverage the sales of Amazonian businesses, hampered by the covid-19 pandemic, the initiative awakened several entrepreneurs to the online commerce and it made those who already saw this possibility, or even those who were already taking their first steps in this sales modality, to speed up the process.
The campaign had activations in November, on account of the Green Friday, and in December, stimulating shopping with a purpose at christmas.
During the Green Friday, the activation of the campaign focused on enterprises that work with crafts and fashion, and promoted lives with the influencers Mona Soares, Alessandra Luglio and Laura Mocellin Teixeira, which had the participation of Tainah Fagundes (Da Tribu) and Francisco Samonek (Seringô), in addition to the coordinator of the Acceleration and Impact Investment Program at PPA, Ana Bastida.
As part of the campaign experience, participating businesses suggested revert 10% of the value of sales of product baskets (20 units, limited edition) for one of the businesses in the PPA Acceleration Program portfolio, the Tapuruquara Warriors Mountains, which had its activities – community-based indigenous tourism – completely paralyzed because of the pandemic.
Businesses also worked together in the elaboration of a manifesto, which translates the feeling and purpose of joint action, as a group that focuses on the same purpose, which is to conserve the forest, value regional knowledge and generate income for its populations.
“In a co-creation experience, we designed this edition of the campaign together with entrepreneurs, with even more purpose and fostering the conscious consumption of Amazonian products. We had greater participation from them in the definition of strategies and actions, with the intention of highlighting this union between them, seeking the same purpose”, assesses Guilherme Faleiros, new business analyst at Idesam.
The campaign experience on Green Friday is one of cases cited in the guide Commercial Strategy Journey: A Guide to Impact Business. The result of a partnership between Mercado Livre and ICE, the publication presents a journey to guide and guide the impact entrepreneur in the construction and implementation of the commercial strategy of their business.
Also in November, the movement Amazon at home, Forest standing – which brings together brands and organizations committed to generating a positive social and environmental impact in the Amazon, and which promotes activation campaigns to encourage online sales by participating businesses – won a own website.At the Christmas, the focus of the campaign was expanded for all businesses, including gastronomy. The entrepreneurs involved disclosed the movement in their networks, and there was also activation with two influencers: Day Molina, stylist and indigenous activist who promoted a live with the participation of Amanda Santana (Tucum); and Bel Rabbit, Chef at Cuia restaurant, in São Paulo, who prepared a Baião de Dois Amazonian recipe while talking to Joanna Martins (Manioca).
Businesses report good experiences
Joanna Martins, CEO of Manioca, evaluates that the activation made by the lives with influencers positively impacted the visibility and sales of the business.
“Being on the Mercado Livre platform by itself would not give half the return that we registered in sales with the campaigns. Today, e-commerce represents 20% of our sales, and this percentage grew throughout the second half thanks to this movement and the lives in which we participated," he says.
Another point highlighted by her is the reinforcement that the virtual campaign also brought to sales aimed at food services and retail as a whole: “The campaigns were fundamental for our survival during the pandemic period, and even for the resumption of sales , which might not even have been possible without the participation and this increase in online sales.”
The CEO of Manioca points out that the realization of lives with opinion makers around the Amazon movement at home, Floresta em pé was “a good idea”, for being able to engage influencers with greater reach around a common purpose. “For us small businesses, it's more difficult to engage an influencer to support a brand. But convincing him to support a group of brands with purpose is more viable. "
For Peabiru Produtos da Floresta, the support of the Acceleration Program on this e-commerce front was important to ensure good sales revenue via Mercado Livre in 2020.
“Of the revenue we had in the last period of the year, around 35% was obtained thanks to the Green Friday and Christmas campaigns, the engagement in the campaigns and the support provided by Amazônia Hub in the dissemination, commercialization and in part of the logistical operation,” says Hermógenes Sá, Director of Peabiru.
“Compared to the past period, these numbers make us believe that we would achieve very significant results under normal conditions. Our participation in this movement, both in terms of visibility and sales, makes us bet more and more on this partnership, believing that in the near future we will be consolidated in the market.”
Advances in logistics for Amazonian products
During the period in which the two campaigns were developed, the partnership between Costa Brasil, Lothar Logística, Idesam and Climate Ventures, whose purpose is to promote the access of Amazonian sociobiodiversity brands to the national market, has consolidated.
THE Costa Brasil, specialized in multimodal transport with operations throughout the Brazilian territory, it is committed to carrying out weekly cargo transfer deductibles on the Manaus-São Paulo and São Paulo-Itajaí routes, in addition to storage in Manaus, São Bernardo do Campo, Guarulhos and Itajaí. It also became responsible for the handling service (labeling and packaging of products).
The logistical arrangement represents great advancement for businesses that generate a positive impact in the Amazon, facilitating the access to products, bringing reduced freight and faster delivery, as the products are stored in the southeast of the country.
The partnership also includes the preparation of a study and logistical assistance for the chain of each entrepreneur, in addition to investment in sustainable general cargo stations (containers), in actions to promote the sustainable chain, availability of tools/systems for freight optimization, among other points.
“In 2020 in particular, it was evident how important it is to master these operations to place impact products from the Amazon in more competitive conditions in the markets of the south and southeast of Brazil. We have built a series of storage, transport, distribution and storage solutions, which are already available to businesses, and we hope that in the future the solutions will grow even more”, assesses the coordinator of the PPA Acceleration Program and director of new Idesam business, Mariano Cenamo.
Next steps
The group that integrates the movement Amazon at home, Forest standing includes 16 Amazon brands - of which ten are part of the PPA Acceleration Program portfolio – and is a realization of Mercado Livre, Acceleration Program and Business of Impact of PPA, Idesam and Climate Ventures. It is co-organized by Amazônia Hub, Biobá and Instituto Auá, in partnership with Costa Brasil, Lothar Consultoria e Logística e Origens Brasil and institutional support from Fundo Vale, Instituto Clima e Sociedade, Climate and Land Use Alliance and Instituto Humanize.
After the 2020 movement, its members At this moment, evaluate the performance of the campaigns and take new steps and possible dates for new activations, encouraging businesses to stay active in e-commerce and promote the brands on their social networks.
“The encouragement of e-commerce and the visibility, results of the movement, were important to give these businesses the breath they needed, given the adverse scenario of the pandemic. But, in addition to that, the program understands the value of leading efforts to open new markets for businesses in the Amazon, given the challenges of logistics and access to specific markets in the region. For 2021, we will strengthen our support for the movement, seeking to activate new campaigns, but also create a market opening front for B2B (companies for companies), seeking to reach the medium and large retailers”, assesses Ana Bastida, coordinator of the Program Acceleration and PPA Impact Investing.
