Step 1 – Create the APPCE Facebook page (https://www.facebook.com/APPCEsposende), with the goal of establishing communication between the fishermen and the local community.
Choosing Facebook proved to be the right call. We managed to reach our target audience, hitting the right demographic and profile of customers best suited to attend the auction and actually perform the purchase of the available fish.
The Facebook page was created on April 14 at around 20:00.
Step 2 – Produce a short video advertising this new channel of communication and the fisherman’s intention to now sell online and directly to their community. Within the first 24 hours of being posted, this video had reached 27.787 people, with 1671 reactions, 3762 clicks on the publication, 365 shares, and 103 comments which resulted in the involvement of 5433 people. Of these, 48% are men and 52% women. The age group most involved was 35 to 54 years of age, with 64% of the total belonging to the district of Braga. This publication has allowed the page to reach, so far, around 1100 followers who interact directly with the fishermen’s community.
Step number 3 was to go live: presenting the available fish with a simple description of size, weight, and price. The fish was actually pre-sold and reserved online and paid for upon arrival. We also were very cautious and made sure to inform on the specific safety procedures due to the current state of emergency caused by the Covid-19 pandemic.
During the first day of sales, FMDS (through InEsposende) was contacted by the “E online Newspaper”. They published an article about our project (reach: over 25.000 views) and gave the local fisherman extra visibility to help sell their fish.
Our advertising video has since reached over 6000 people with a direct engagement of 2310 actions. Feedback has so far been extremely positive and gives the fisherman hope for the future. To us, it means we have managed to create an appropriate means of communication between the fisherman and the community and most importantly, our goal was achieved – the daily sales of fish returned to normal, now through a new method.
On day 1, within 20mins, all the available fish was sold. The demand actually surpassed the supply.
The consequences of this project have surpassed the live stream of the first-day auction. During the following days, many more locals were buying fish than the days before this project. Costumers talked about the Facebook page reminding them that fresh fish was still available for sale on a daily basis and were happy to contribute.
It is clear that a big part of the community did not know how a fish auction works and that anyone can actually make direct purchases from the fisherman’s market. This Facebook page was the igniting factor that helped boost this new direct relationship between the fishermen and the community.
At FMDS, we say the numbers speak for themselves. It is clear that this project was a success and this page facilitates the buying process and establishes a connection between the fishermen and the local community.
This new process allowed for a safe interaction respecting the current pandemic situation and above all other benefits, it reached it’s purpose – increase the demand for daily fresh fish.
We hope this project can remain the bridge between supply and demand and keep generating genuine value for the fishermen of Esposende.