To prove that black cats have nothing to do with bad luck, we decided to sign up Lucky, a real black cat from Adote um Gatinho NGO, in numerous promotions. And it worked: he won more than 18 PROMOTIONS and prizes such as a Cable TV Subscription, a headphone, a videogame, a travel backpack, yoga class, pet food, a beauty kit, a tablet, gourmet cake chocolate baskets, pet food, massage, free soda, a teddy bear and a mug… To spread this story, we made a video and Facebook profile for Lucky and caught the attention of both celebrities and press.

We picked a black cat from the NGO and signed him up in all the promotions we could find. To do so, we were inspired by people that declare themselves as “promotion professionals” and make an income out of winning all kinds of promotion. Just like they do, we used the odds in our advantage, buying dozens of products that gave the right to participate in raffles and a making hundreds of registrations in each promotion using Lucky’s name. This whole process took us around 6 months.

After Lucky won all those promotions, we made him a Facebook page with videos and lots of memes that proved he was, in fact, the luckiest cat on earth. We also sent kits to influencers and celebrities with a T-Shirt explaining that Lucky proved that black cats had nothing to do with bad Luck

With no media investment, we managed to reach 28 million people. 20 million only on Facebook, generating 1.1 million engagements. All of that 100% organically.

TV channels, magazines, websites and celebrities talked about Lucky’s story, including the largest magazine and the second largest TV network in Brazil. But the most important result was black cat adoptions at Adote um Gatinho increased by 95%.