Turning creator love for cats into real-world impact.

Some campaigns are about reach.
This one was about making a difference.

Mjau teamed up with creators through BOOSTIFIED—Pay to raise awareness for Hemlösa katters vecka — an annual initiative focused on one of Sweden’s biggest animal welfare issues: homeless cats.

And the response?
Big. Genuine. Community-driven.

The campaign

For the ninth year in a row, Mjau launched Hemlösa katters vecka. The goal was simple: help homeless cats by collecting cat food for shelters across Sweden — while also spreading awareness about the reality many cats face every day.

Through BOOSTIFIED—Pay, Mjau connected with creators who already had something important in common with their audience: a real love for cats.

Creators were asked to:

• Share content about Hemlösa katters vecka

• Encourage followers to donate cat food in local stores

• Highlight Mjau’s Gåvoshop for people without a nearby donation box

• Publish one feed post and one story during campaign week

• Include their own cat in the content

The campaign was open to creators with cats older than 12 months and every collaboration was paid. Creators submitted their own budgets directly through the platform.

More than 75 cat creators applied to join the campaign.

Because when the collaboration actually makes sense — creators show up.

Why it worked

This campaign didn’t feel forced.
It felt personal.

The creators already lived the lifestyle. Their cats were part of their content long before the collaboration started, which made the campaign feel natural to both creators and followers.

Instead of scripted messaging, creators could tell the story in their own way. Some focused on awareness. Others encouraged donations. Some shared emotional stories about rescue cats and adoption.

The result was content that people actually stopped to watch.

And because Mjau handled applications, communication, creator selection, and campaign management in one place, the process stayed simple for everyone involved.

No endless email threads.
No middlemen.
Just creators and brands connecting directly.

The results

The campaign generated strong engagement across both posts and stories, with creators helping Mjau spread awareness at scale during the campaign week. The campaign helped shine a light on a problem that deserves attention — and encouraged people across Sweden to support local cat shelters in a simple, accessible way.

More than a campaign

Mjau’s work for homeless cats goes far beyond one week per year.

The brand has been driving initiatives for years to improve the lives and status of cats in Sweden. From pushing for mandatory ID registration to running the Mjau Gåvoshop, their mission continues long after the campaign ends.

And that’s exactly the kind of collaboration BOOSTIFIED—Pay is built for.

Real brands.
Real creators.
Real impact.