{"id":1307,"date":"2017-01-26T18:38:50","date_gmt":"2017-01-26T20:38:50","guid":{"rendered":"https:\/\/homolog.ipe.org.br\/?p=1307"},"modified":"2017-01-26T18:38:50","modified_gmt":"2017-01-26T20:38:50","slug":"danone-2","status":"publish","type":"post","link":"https:\/\/ipe.org.br\/en\/sustainable-business\/mrc-cases\/danone-2\/","title":{"rendered":"Danone"},"content":{"rendered":"<p>::cck::181::\/cck::<br \/>::introtext::<\/p>\n<h3>Parceria Danone e IP\u00ca \u2013 A Floresta do Dino<\/h3>\n<p><img decoding=\"async\" class=\" alignleft size-full wp-image-2869\" style=\"margin-right: 20px; float: left;\" src=\"http:\/\/homolog.ipe.org.br\/wp-content\/uploads\/2016\/11\/danoninho.jpg\" alt=\"danoninho\" width=\"242\" height=\"168\" \/>O IP\u00ca e a Danone se uniram para realizar uma promo\u00e7\u00e3o, com tempo limitado, chamada \u201c<a title=\"Danoninho para plantar\" href=\"http:\/\/www.danoninho.com.br\/florestadodino\/\">Danoninho para Plantar<\/a>\u201d, com o objetivo de despertar nas crian\u00e7as (e nos adultos tamb\u00e9m) o interesse pela conserva\u00e7\u00e3o da natureza e para ajudar no reflorestamento da Mata Atl\u00e2ntica.<\/p>\n<h3>Objetivos da parceria&nbsp;<\/h3>\n<p>Sensibiliza\u00e7\u00e3o das crian\u00e7as em rela\u00e7\u00e3o \u00e0 import\u00e2ncia de conservar a natureza e inici\u00e1-las no assunto de uma maneira divertida;<\/p>\n<h3>Estrat\u00e9gia adotada<\/h3>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\" alignright size-full wp-image-2871\" style=\"margin-left: 20px; float: right;\" src=\"http:\/\/homolog.ipe.org.br\/wp-content\/uploads\/2016\/11\/danoninho_plantar.jpg\" alt=\"danoninho plantar\" width=\"405\" height=\"248\" srcset=\"https:\/\/ipe.org.br\/images\/2016\/11\/danoninho_plantar.jpg 405w, https:\/\/ipe.org.br\/images\/2016\/11\/danoninho_plantar-300x184.jpg 300w\" sizes=\"(max-width: 405px) 100vw, 405px\" \/>Cada embalagem do novo \u201cDanoninho para Plantar\u201d vem com um c\u00f3digo exclusivo que permite ao consumidor criar uma \u00e1rvore virtual na \u201cFloresta do Dino\u201d (<a href=\"http:\/\/www.danoninho.com.br\/FlorestaDoDino\" target=\"_blank\" rel=\"noopener\">http:\/\/www.danoninho.com.br\/FlorestaDoDino\/<\/a>). No site, d\u00e1 para escolher o tipo de \u00e1rvore que se quer plantar na floresta. Ela deve ser regada at\u00e9 que cres\u00e7a, para que seja contabilizada. Cada \u00e1rvore cultivada virtualmente vale 1 m\u00b2 de mata nativa. E n\u00e3o \u00e9 s\u00f3 isso. Enquanto cultiva a sua \u00e1rvore virtual, a crian\u00e7a tem acesso a conte\u00fado sobre meio ambiente desenvolvido por pesquisadores do IP\u00ca.<br \/>Os pequenos tamb\u00e9m podem experimentar como \u00e9 plantar uma sementinha. A embalagem da promo\u00e7\u00e3o vem com sach\u00eas de legumes e hortali\u00e7as para serem cultivados no pr\u00f3prio potinho o Danoninho depois de consumido.<\/p>\n<h3>Resultados obtidos<\/h3>\n<ul>\n<li>Em menos de um m\u00eas de campanha, a Floresta do Dino j\u00e1 fazia o maior sucesso com mais de 4.300 \u00e1rvores virtuais plantadas pelos consumidores, o que significam 84.000 \u00e1rvores reais plantadas.<\/li>\n<li>As mudas est\u00e3o sendo plantadas no munic\u00edpio de Nazar\u00e9 Paulista, em uma importante \u00e1rea de mata ciliar, fundamental para a conserva\u00e7\u00e3o da \u00e1gua, j\u00e1 que o desmatamento n\u00e3o prejudica s\u00f3 flora e fauna, mas tamb\u00e9m a qualidade e volume de \u00e1gua em rios e represas que abastecem a popula\u00e7\u00e3o. &nbsp;<\/li>\n<li>A venda do produto superou todas as expectativas da empresa, com mais de 5,5 milh\u00f5es de bandejas vendidas durante o per\u00edodo de campanha.<\/li>\n<li>A m\u00eddia espont\u00e2nea gerada foi enorme (21 milh\u00f5es de pessoas atingidas) e os ganhos de imagem de marca surpreendentes, a ponto do Dino, o personagem \u00edcone de Danoninho, j\u00e1 ser reconhecido pelo p\u00fablico como amigo da Natureza.<\/li>\n<li>Esta campanha tamb\u00e9m gerou para a Danone do Brasil, um pr\u00eamio internacional, oferecido anualmente pela Danone (matriz francesa) como um reconhecimento pela inova\u00e7\u00e3o.<\/li>\n<\/ul>\n<h3>Desdobramentos<\/h3>\n<p>Essa campanha, al\u00e9m de \u00e1rvores na Mata Atl\u00e2ntica, j\u00e1 rendeu uma \u00f3tima hist\u00f3ria para contar. Em Arapor\u00e3, pequena cidade de Minas Gerais, uma professora resolveu utilizar as bandejas de Danoninho e as sementinhas dos sach\u00eas para dar aulas pr\u00e1ticas sobre meio ambiente aos seus 31 alunos. As atividades deram t\u00e3o certo, que renderam um v\u00eddeo e outros materiais enviados \u00e0 Danone. A empresa, por sua vez, resolveu junto com o IP\u00ca fazer uma surpresa a todos os alunos da Escola, levando com eles o Dino, personagem principal da campanha!<\/p>\n<p>A parceria entre IP\u00ca e Danone n\u00e3o vai parar nesta primeira campanha. Em 2011 teremos ainda mais novidades!<\/p>\n<p>::\/introtext::<br \/>::fulltext::::\/fulltext::<br \/>::ac_acordeon::1::\/ac_acordeon::<\/p>\n<p>::cck_ac_acordeon::acordeon::\/cck_ac_acordeon::<br \/>::ac_titulo_acordeon|0|ac_acordeon::::\/ac_titulo_acordeon|0|ac_acordeon::<br \/>::ac_texto_acordeon|0|ac_acordeon::::\/ac_texto_acordeon|0|ac_acordeon::<br \/>::cckend_ac_acordeon::::\/cckend_ac_acordeon::<\/p>\n<p>::ac_arquivos::1::\/ac_arquivos::<\/p>\n<p>::cck_ac_arquivos::arquivo::\/cck_ac_arquivos::<br \/>::ac_titulo_arquivo|0|ac_arquivos::::\/ac_titulo_arquivo|0|ac_arquivos::<br \/>::ac_arquivo|0|ac_arquivos::::\/ac_arquivo|0|ac_arquivos::<br \/>::cckend_ac_arquivos::::\/cckend_ac_arquivos::<\/p>\n<p>::ac_galeria::1::\/ac_galeria::<\/p>\n<p>::cck_ac_galeria::galeria::\/cck_ac_galeria::<br \/>::ac_foto_descricao|0|ac_galeria::::\/ac_foto_descricao|0|ac_galeria::<br \/>::ac_foto|0|ac_galeria::::\/ac_foto|0|ac_galeria::<br \/>::cckend_ac_galeria::::\/cckend_ac_galeria::<\/p>\n","protected":false},"excerpt":{"rendered":"<p>::cck::181::\/cck::::introtext:: Parceria Danone e IP\u00ca \u2013 A Floresta do Dino O IP\u00ca e a Danone se uniram para realizar uma promo\u00e7\u00e3o, com tempo limitado, chamada \u201cDanoninho para Plantar\u201d, com o objetivo de despertar nas crian\u00e7as (e nos adultos tamb\u00e9m) o interesse pela conserva\u00e7\u00e3o da natureza e para ajudar no reflorestamento da Mata Atl\u00e2ntica. Objetivos da &#8230; <a title=\"Danone\" class=\"read-more\" href=\"https:\/\/ipe.org.br\/en\/sustainable-business\/mrc-cases\/danone-2\/\" aria-label=\"Read more about Danone\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":2867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[],"class_list":["post-1307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mrc-cases"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Danone - IP\u00ca - Instituto de Pesquisas Ecol\u00f3gicas %<\/title>\n<meta name=\"description\" content=\"%\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipe.org.br\/en\/sustainable-business\/mrc-cases\/danone-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danone - 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