Bioviva: leveraging Kolsquare to bring its eco-friendly and educational games to new audiences

About Bioviva

French games manufacturer and Benefit Company Bioviva is committed to designing fun, educational, and eco-friendly games for children and families. Founded in 1996, the company develops board games that promote environmental awareness, scientific curiosity, and positive social values, with all products made in France using sustainable materials and processes.

Bioviva integrates social and environmental goals into its business model. Its games, such as the popular Défis Nature collection , aim to inspire future generations to better understand and protect the natural world. Bioviva’s commitment to responsible innovation has earned it multiple awards and widespread trust from parents, educators, and children alike.

Bioviva: influence experts who know how to move with the times

Having started in influence with Facebook and collaborations with family bloggers about 10 years ago, Bioviva’s influence actions have evolved into a multi-platform influence strategy, with Instagram the brand's primary channel, supplemented by TikTok and YouTube.

The brand’s core influencer strategy focuses on family-oriented influencers, primarily parents looking for engaging activities for their children. It values long-term relationships with influencer profiles, drawing the benefit from the power of repetition and trust-building amongst KOL communities. Over the years, Bioviva has expanded its budget for influencer campaigns, allowing for a more strategic and scalable approach.

As a purpose-driven company, Bioviva prioritises influencers who align with its values of education, sustainability, and environmental protection. The brand is highly selective in ensuring that collaborations remain authentic and meaningful.

“We pay a lot of attention to the way KOLs communicate, to the manner in which they speak to our target audience of families, and to the way in which children are included in campaigns,” comments Bioviva Communications Manager Jelena Kuhn, pointing to French laws that regulate the appearance of children in professional influencer content.

Bioviva’s commitment to value-based partnerships has helped the brand build strong, long-term relationships with influencers who share its mission.

Défis Nature Protect: Taking Bioviva influence campaigns to a new level with Kolsquare

In 2024, Bioviva launched a collectibles card game, Défis Nature Protect, an offshoot  of its popular Défis Nature series. With over 7 million copies sold, Défis Nature is a household name among French children aged seven to 12. A children’s favourite for generations, collectible card swapping games have been successful for everything from football teams to Pokemon. Défis Nature Protect takes the familiar concept and adapts it to the natural world, focusing on animal characteristics and habitats. 

To support the launch of Défis Nature Protect, Bioviva developed an influence campaign that aimed to highlight the game's educational and ecological mission, including its support for real-world animal protection programs.

In a strategic shift, Bioviva significantly scaled up the number of profiles it activated compared to previous campaigns, expanded its KOL pool to include gaming and collector profiles in addition to its traditional family profiles.

“We targeted more gaming and collector profiles. That’s where Kolsquare really helped us, because they are not profiles that we are particularly used to working with. Using the search function in Kolsquare, we were able to find profiles that were very relevant to us for this campaign,” comments Jelena Kuhn.

To maximize impact, Bioviva structured the Défi Nature Protect campaign in two phases.

A teaser campaign created anticipation among existing family-based audiences and was launched before the brand began working with Kolsquare mid-year.

The full-scale activation for Défis Nature Protect leveraged 47 gaming, collector and family influencers — more than any campaign the brand had previously run — from September to December 2024. A mix of micro and macro profiles, most were activated for organic content, with a select group chosen for paid partnerships.

Kolsquare played a pivotal role across the campaign, helping Bioviva’s communication team to identify and analyse relevant new profiles and audiences, and with real-time results tracking allowing her to adjust and optimise throughout the campaign.

“Kolsquare really helped us both in terms of identifying new profiles but in terms of following the campaign and being able to track the fallout,” says Jelena Kuhn.

Exceptional results for an exceptional campaign; Défis Nature Protect launched with success

The Défis Nature Protect campaign delivered exceptional results, both in engagement and brand visibility.

The campaign achieved strong organic reach — many KOLs shared content voluntarily — and high engagement rates on Instagram and YouTube. The campaign delivered a sustained buzz around Défis Nature Protect that drove continued influencer actions into 2025.

“We had really great results, some super videos on YouTube which had a more niche target. We were thrilled with the results,” comments Jelena Kuhn.

The campaign performed so well that Bioviva is planning a follow-up activation in the coming Spring that will focus exclusively on the collector and gaming community, doubling down on niche gaming and collector profiles.  

Conclusion: A Milestone for Bioviva’s influencer marketing strategy

The Défis Nature Protect campaign marked a turning point for Bioviva’s influencer marketing approach. The brand’s most ambitious activation to date, the campaign demonstrated the power of strategic audience targeting to tap into new niches — something that would not have been possible without Kolsquare’s data-driven search and performance tracking capabilities.

With continued investment in influencer marketing, Bioviva is set to further strengthen its presence in both the family and gaming communities, ensuring its educational games continue to engage and inspire future generations.

“The Défis Nature Protect campaign confirmed the interest in working with certain profiles in new niches,” comments Jelena Kuhn. “With the insights provided by Kolsquare, the campaign also allowed us to see where we could improve our campaigns and perhaps work with different profiles to get a little more reach.”

Before partnering with Kolsquare, Bioviva had faced the challenge of measuring the impact of its influencer campaigns beyond basic engagement metrics. The ability to track visibility, audience reach, and qualitative impact was crucial in refining its approach for the Défis Nature protect campaign.

Kolsquare's platform provided the tools to select, track, and analyse influencer collaborations effectively, helping Bioviva optimize its campaigns and demonstrate ROI.

“I manage influence at Bioviva and over the last seven and a half years, things have changed quite a bit, influence has become much more important. The big problem that we've always found, but for which we couldn't necessarily find an immediate solution, was being able to measure the impact of our campaigns,” comments Biovivas Jelena Kuhn.

“Kolsquare has enabled us to have real reporting, to really add value to our campaigns, to be able to share them internally, to show what has been done, examples of content, impressions, KPIs... all of which is very difficult to do without a tool.”

Want to learn how you can tap into new audiences for your brand? Book a demo with one of our influence experts today.