Rapha Avellar, Partner and CEO of Adventures
When it was launched, in December 2020, Adventures mixed digital advertising and marketing with a DVNB (digital vertical fashions), digital advertising and marketing in collaboration with celebrities or athletes. Gradually, nonetheless, the group based by Rapha Avellar, Ricardo Dias and Gerard Roure started to tread a extra technical path.
The sale of R $ 50 million led by the supervisor Provence Ventures, in February of this 12 months, included the participation of Mercado Livre, who turned a business companion in e-commerce and logistics. Soon, the firm entered the e-commerce space, shopping for e-Can, competing with corporations resembling Infracommerce.
Now, a new technical component is being added to the image. The firm is growing Adventures X, in the future to deliver colours nearer to matters resembling the metaverse, NFTs and stay gross sales.
“The objective has all the time been to create a strong advertising and marketing platform and the expertise arm completes the system,” says Avellar, for NeoFeed. “It began with constructing manufacturers, went to e-commerce and ended with the third, which is characterised by the improvement of proprietary expertise.”
Adventures X helps this strategy by permitting advertising and marketing to additionally work with instruments resembling metaverse, web3, dynamic advertising and marketing and audio applications. In reality, this might imply something from branding a star to an promoting marketing campaign that takes place inside nature. “In the subsequent 12 months, many corporations that work with giant corporations must go there “Creator Economy”says Avellar.
The idea of wealth creator, what the entrepreneur refers to, is translated right into a approach of getting cash that’s created and distributed on fashionable units. It goes on, for instance, a digital person receives a price for promoting on Instagram or TikTok. With new applied sciences like the metaverse and NFTs, this mannequin has discovered new methods to generate income.
“There is a necessity in the digital client marketplace for viewers monetization to be pushed by content material fairly than motion,” says Douglas Gomides, a digital and media advertising and marketing knowledgeable. “Tokens, as they relate to the cryptocurrency market, are likely to develop on this market.”
The concept of making a division that may destroy the market was born in 2021, but it surely went up this 12 months. In current months, Adventures has employed greater than 20 folks in the space managed by Conrado Caon, the group’s CTO. The firm goals to triple its expertise workforce by 2023.
In addition, Adventures X additionally signed agreements with two corporations that work with tokenization of merchandise and blockchain tasks: Lumx Studios and Block4 from Rio de Janeiro. The first has already completed digital advertising and marketing for Boca Rosa and the clothes model Reserva. Block4 is an investee of 2TM, the holding firm that manages the Bitcoin Market.
Adventures X’s first mission might be the launch of a marketing campaign, in the subsequent 60 days, for the Brazilian model inside the metaverse. The consumer’s identify is saved confidential. Some work is completed utilizing symbols. The concept is to create and promote fan tokens from corporations and celebrities.
These outdated gadgets can assure all the advantages to the proprietor, resembling reductions on merchandise and rewards. In addition, the token will be resold on the secondary market, making it an funding.
The mannequin shouldn’t be new, however it is extremely in style in the recreation. Socios.com, for instance, is already working with expertise and has agreements with golf equipment in numerous sports activities, together with soccer. Anyone who will get a fan badge from a specific membership can vote to decide on the greatest participant of the match, which might be written on the workforce captain’s chair and assure tickets for the matches in the stadiums.
The pleasure surrounding tokens and NFTs, nonetheless, appears to have waned. In OpenSea, the largest platform for reselling crypto property, the day by day quantity that reached US$ 400 million is now about US$ 8 million. The worth of antiques has additionally dropped considerably. The NFT bought by the participant Neymar, for instance, has already misplaced greater than half of its market worth since its buy.
Marketing + expertise
The relationship between business and expertise is a phenomenon. Last 12 months, WPP, the world’s largest communications group, purchased DTI Digital from Minas Gerais, an organization whose mission is to develop software program and to not create communication channels for big corporations utilizing expertise.
Another instance is the story of Accenture, a guide that has acquired, since 2015, greater than 30 corporations affiliated with the promoting house in a number of international locations round the world, together with Brazil. Here, the firm acquired the digital firm AD.Dialeto, in 2015, and the business company New Content, in 2018.
In Brazil, Zmes, based by McKinsey Marcelo Tripoli, needs to occupy the house between commerce and expertise. Created in 2020, the advertising and marketing company needs to make use of digital instruments with synthetic intelligence to assist clients.
Another transfer in Brazil that exhibits that the expertise business needs a component of the gross sales and advertising and marketing was given by Stefanini. In July 2020, the firm acquired Haus, a communications group primarily based in Porto Alegre, proprietor of the W3Haus advertising and marketing company, together with the corporations Brooke, Caps, Huia, Hopo and Now3.
Adventures additionally follows this path. Last 12 months, he made M&As that introduced in-house the studio Homem de Lata, the subsidiary Fellipa Consulting and the sports activities promoting company Go4it. The firm additionally partnered with Sports Religion, a social media startup based by American quarterback Tom Brady.
This transfer was vital for the DNVBs, which started to happen at the finish of 2021, and the launch of the model by the youngsters’s artist Sienna Belle. The stand-up acquired extra energy with the contract signed this 12 months with singer Gusttavo Lima, who has greater than 44 million followers on Instagram. It is predicted to introduce six extra fashions in the coming months.
E-commerce is an arm that helps DNVBs, and compete on the open sea. The Adventures division already works with 77 manufacturers and was boosted by the acquisition of the E-Can group. Together with Mercado Livre, the firm tries to finish the journey that goes from the creation of a retailer and gross sales administration to CRM, SAC and provide chain providers.
With all these strikes, Adventures’ prediction is to double its income this 12 months. In December final 12 months, a operating (annual recurring income) from Adventures has reached R$90 million and Ebitda, R$10 million. Almost all of the cash got here from choices to main firms.