Beauty brand Klorane uses the power of performance to put the spotlight on ‘plant blindness’

Twitch partnership with streamer Baghera Jones allowed the dermo-cosmetic brand to highlight the importance of plants to a younger audience of Gen Z gamers.

Dermo-cosmetic brand Klorane launched a performance-based initiative in partnership with gamer and Twitch streamer, Baghera Jones, to educate viewers on the importance of plants.

A live interactive quest on Twitch took place earlier this week and was broadcast to Jones’ 339,000 followers for a branded gaming experience to drive mass awareness of plants’ benefits and the risk of extinction that so many species face every year. The initiative stemmed from the growing problem of ‘plant blindness’ - a lack of knowledge about plants that’s caused by increased urbanisation.

The one-off Twitch live saw Jones joined by Klorane’s botanical expert, Alexandre Panel, who shared insights about plants, interacted in real-time with viewers and led a series of educational quizzes.

Viewers then had the chance to jump into the quest themselves and complete knowledge-based challenges from locating different plant classifications to identifying their correct habitats.

Performance led collaboration

The collaboration was brokered and developed by French creative agency We Are Social and endeavoured to expose younger audiences, particularly Gen Z, to the issue of plant blindness.

To drive interaction and participation, players were encouraged to take screenshots of the plants that they collected and share them on social channels with the hashtag #BotaniQuest.

Chloé Larmurier, Business director at We Are Social, said: “We were challenged to help Klorane build an experience that aligned with the brand’s ethos when it comes to building awareness around plant health to a brand new audience.

“Given that we targeted the gaming community, we had to think creatively to educate users while ensuring the experience felt engaging and immersive. Getting a streamer like Baghera Jones on board who we knew would attract viewers was a no-brainer.”

Anaïs Paranthoen, Digital Marketing Manager at Klorane, added: “We’re really excited to have taken our mission in educating people around plants to audiences such as Gen-Z, especially with the help of Baghera Jones to drive mass awareness around the cause.”