BOTANY: Flower Hunting in the Victorian Era

Kagan Productions partnered with Dux Somnium Games to craft a high-impact promotional trailer for Botany: Flower Hunting in the Victorian Era, a tabletop game crowdfunded on Kickstarter. Our goal was to develop a marketing strategy that drove engagement, built an audience, and ensured a successful launch. This project was more than a video, it strategically repositioned the game for maximum impact.

At the core of Botany lies the rich, immersive world of Victorian-era flower hunting, so we went beyond explaining mechanics - we built an emotional connection with the audience, framing the game as a gateway to historical, botanical passion. The trailer reflected this with lush visuals and a humorous narrative capturing the thrill of “flower hunting”.

Initially, the creators targeted hardcore board gamers. Through Kagan Productions’ Superfan Marketing Framework, we conducted a storytelling analysis to identify the true superfan: enthusiasts of botany, gardening, and Victorian history. This shifted Botany from just another strategy game to a dream product for a new audience.

This pivot transformed the campaign. Targeted ads, messaging, and visuals resonated deeply, skyrocketing engagement. Botany became a “first board game” for many, a must-have rather than just another game. We dubbed the ideal superfan “Mary”, someone who had never backed a game before but fell in love with Botany.

The trailer was built around this. Every element, from art direction to script, spoke to Mary. With high production values, elegant pacing, and careful storytelling, the video drew thousands of viewers, converting them into backers.

Results were immediate. The Kickstarter campaign raised $1,000,000+ from 15,000+ backers, fueling

rapid leads and audience enthusiasm. Since launch, Botany has sold thousands of copies worldwide, and Dux Somnium Games has expanded to three successful, aesthetically-driven board games that broaden the gaming audience, particularly among women.

Success was the result of our close collaboration. By leveraging our storytelling expertise and marketing insights, we didn’t just make a great trailer, we helped reposition an entire brand. Through the power of narrative, audience insight, and high-quality production, Botany became not just a game but a cultural milestone in the modern board game industry.