After Guardians of Memories, Givaudan opens a new chapter on Roblox

Many brands still see Roblox as a channel to test.

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They enter the platform once, launch an experience, create a moment of visibility… then disappear.

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But Roblox does not work like a traditional campaign. For Gen Z and Gen Alpha, who grew up with games, social platforms and virtual worlds, attention is not captured by a message alone. It is earned through what people can do: explore, choose, participate and come back.

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Roblox is a community platform where value is built over time, through experience, engagement, repetition and the ability to bring players back.

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The collaboration between Givaudan and Agence Mantu illustrates this long-term approach.

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After the success of Guardians of Memories, Givaudan, the global leader in fragrance and flavor creation, renewed its trust in Agence Mantu to imagine a second chapter on Roblox: The Garden Makers.

This season 2 does not simply extend a concept. It confirms a strategy: turning Roblox into a space where the world of fragrance can be built over time.

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From a first experience to a season 2

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With Guardians of Memories, Givaudan had opened a first field of exploration on Roblox, around memory, emotion and the senses.

The results confirmed the relevance of this choice: 165 million people reached, $2 million in media value generated and a 400% media ROI.

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The project also found an internal use: today, Guardians of Memories is part of Givaudan’s employee onboarding program, proof of the pedagogical dimension built into the experience from day one.

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These results laid the foundations for a second season.

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To learn more about this first collaboration, Arnaud Guggenbuhl, Head of Global Marketing Insight & Image at Givaudan, shares in a dedicated interview how Guardians of Memories was born, what the partnership required and how the project was guided by the idea of “story smelling”: making people feel a story, not just hear it.

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This collaboration was led with Novelab, the immersive studio that has since joined Agence Mantu. This continuity now brings together technological expertise, immersive creation and communication strategy within one integrated approach.

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Launching a season 2 is often more demanding than launching a first project. It is no longer only about creating surprise. It means renewing players’ interest and proving that the brand’s presence on the platform makes sense over time.

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With The Garden Makers, Givaudan continues the relationship initiated with players, while opening a new creative territory: nature, ingredients and olfactory creation.

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Turning the world of fragrance into a game experience

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In The Garden Makers, players are invited to create their own garden, plant different species and discover iconic perfumery ingredients.

The idea is simple: make a sensory world more accessible by turning it into a game.

Flowers and ingredients become elements to explore, manipulate and integrate into a progression.

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Gen Z and Gen Alpha audiences are used to interacting with content rather than consuming it passively. This changes the way a brand can create attention and remain memorable.

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Roblox makes it possible to move from a message to a space for exploration. Players are not spectators of content, they become active participants in the journey. For a brand with an imaginary as rich as fragrance, it is a different way to earn attention: less through discourse, more through experience.

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A studio and communication approach

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For Agence Mantu, the success of the project did not rely only on the production of a Roblox experience.

It relied on the ability to build a complete framework: an experience designed for the platform, a universe aligned with Givaudan and an activation plan designed to create visibility at launch and over time.

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This combination is what makes the difference.

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On one side, the design and production work: gameplay, user journey, art direction, integration into Roblox codes and optimization of the experience to support engagement.

On the other, the communication work: creator activation, Twitch livestreams, launch moments and messaging adapted to the targeted communities.

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The goal was not only to put a game online. It was to create the conditions for the experience to be discovered, understood, played and shared.

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The key role of Twitch streamers

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To support the launch of The Garden Makers, an activation campaign with Twitch creators was deployed throughout June, around the floral identity of the game.

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The first key moment was led by Ponce, through his weekly show Maître des Fleurs. With a community of 782,000 followers on Twitch and 256,000 subscribers on YouTube, Ponce offered a particularly relevant entry point to introduce the experience to an audience already familiar with live, community-based and creative formats.

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This choice was not incidental. Maître des Fleurs made it possible to naturally bring players into the world of The Garden Makers, guide them through the experience and turn the launch into a live moment, rather than a simple announcement.

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Beyond this first livestream, other creators were mobilized to extend the visibility of The Garden Makers and multiply touchpoints. This approach anchors the experience in the real uses of the platform: players discover it through creators they already follow, in formats they know and actively take part in.

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For a brand that does not naturally belong to gaming culture, this orchestration work makes the difference: not forcing the brand into an opportunistic format, but finding the right relays to make the experience visible, legitimate and engaging.

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What this second season demonstrates

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With The Garden Makers, Givaudan shows that a presence on Roblox can go beyond a simple innovation test.

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Season 2 brings continuity to the project. It capitalizes on a first experience, evolves the universe and strengthens the relationship with players.

It also shows that a gaming activation cannot be approached only as a creative object. To work, it must be designed as an ecosystem: an experience, a narrative, an activation strategy, community relays and a follow-up logic.

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This is the approach Agence Mantu carried alongside Givaudan: designing an experience that exists in Roblox, but also around Roblox.

A presence that lasts for two seasons does not have the same value as an isolated activation.

It creates landmarks. It gives players a reason to come back. It allows the brand not only to appear on Roblox, but to build a relationship with players.

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For brands looking to enter gaming culture, this is probably one of the most important lessons: on Roblox, the real question is not only “how do we launch an experience?”

It is “how do we create a presence players will want to come back to?”

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