Cat Mail Co.

Cat Mail Co. was coming off a breakout Steam Next Fest, gaining approximately 42,000 wishlists during the festival after launching its Steam page just days earlier. With the full game releasing only a month later, Maracas Studio wanted to carry that momentum directly into launch.

Jestr gave creators access to Cat Mail Co. one week ahead of release, giving them time to experience the full game and capture its most charming and wholesome moments.

Rather than giving creators a laundry list of talking points, Maracas Studio intentionally kept content direction open. Cat Mail Co.'s cozy aesthetic, cute characters, and wholesome interactions were the selling points, so creators were encouraged to simply play, react, and let their audiences experience those moments alongside them.

Cat Mail Co. campaign on Jestr during launch

The campaign yielded 165 videos from 121 creators, but more notably, creator content achieved an 8.5% engagement rate.

By letting genuine reactions to the game drive the content instead of forcing ad-like messaging, creators were able to showcase Cat Mail Co.'s charm naturally. Audiences weren't just being told what made the game wholesome and cozy, they were experiencing those moments vicariously through creators they already watched.

The campaign helped carry Cat Mail Co.'s breakout Next Fest momentum into its full release just one month later, as the game went on to achieve a successful commercial launch and earn over 1,500 Steam reviews shortly after release.

For Cat Mail Co., the strongest creator strategy was also the simplest: let creators experience the game, and let their audiences experience it with them.