How black cats
became the luckiest cats at the shelter

CHALLENGE

Black cats are the last to be adopted from shelters because they are still considered unlucky. This superstition sadly means they take 20 days longer than lighter coloured cats to be adopted.

IDEA

To prove that black cats can be luckier than people ever imagined, we partnered with Black Hawk petcare and NSW shelter Kitty Kat Rescue to secretly hide Black Hawk giveaways in the microchips of the shelter's black cats. Eventual lucky adopters felt like they won the kitty lottery with their black cat when they were surprised with heaps of free cat food, litter and toys, helping to shed the unlucky superstition and prove to others that black cats can be lucky after all.

RESULTS

100% of lucky black cats adopted

FROM 1 ADOPTION EVERY 61 DAYS TO 1 EVERY 7 DAY5

97% positive black cat sentiment

147.8% increase in organic social impressions

97.15% increase in organic social reach