The event took place on April 5th and 6th and was attended by names such as Djamila Ribeiro and Alex Szapiro
MMA Impact Brasil took place on April 5th and 6th and marked the return of the face-to-face event with more than 260 brands present.
The event was attended by names such as Djamila Ribeiro; Edu Lycra, founder of Gerando Falcões; Adriana Aroulho, CEO of SAP; Alex Szapiro, CEO of Softbank; , Nobru, Freefire athlete and head of content for Alexa in Brazil, Tiago Maranhão.
In the panels, brands debated the changes of the pandemic, racism, metaverse and the connection with customers, as well as a debate about the transformations that technology promotes in marketing, changing the way brands talk to their consumers.
“The pandemic shows us that, despite having everything planned, we will have unforeseen events but we will know how to deal with them”, said sailor David Schurmann.
Regarding the connection of brands with their consumers, Bárbara Miranda, CMO of Ipiranga highlighted the importance of data. “We’re talking about data, but data leads us to people and people want to talk,” said the executive.
A study presented during the event and carried out in partnership with the MMA, pointed out that consumers value personalized communication with convenience and agility. With this, Spotify presented data that endorsed the concept of individual connections: the platform’s podcasts totaled 43 million listeners in 2022, in Brazil alone.
Despite the debate on connection, Djamila Ribeiro and Raquel Virgínia, CEO of Nhaí and a trans woman, stated that the relationship between brands and consumers will only be genuine with diversity.
“It is impossible for projects created by groups of equal people to speak to a plural society,” said the philosopher.
The metaverse was also one of the topics discussed at the event and Olivia Melquior, a specialist in immersive fashion, explained the importance of brands understanding this virtual world.
“The metaverse is not just visual or virtual, they are sensorial experiences that provoke real sensations and memories. The brand does not ‘enter’ the metaverse, it brings new experiences that are relevant to the user”, stated Melquior.
