Does luck exist? It’s unknown, but one thing is for sure, people are willing to do just about anything to catch it. “What Are They Doing?” is an organic content social series that went viral for Yaamava’ by normalizing lucky rituals as perfectly normal everyday behavior, no matter how weird.

Just in the first year, the series picked up +20M impressions and +175k engagements. The first three videos in the series, “Rally Cap,” “Flair,” and “Lasso” got +13M impressions, 2925 comments, +115k reactions, and +57k shares between TikTok, Meta, and YouTube Shorts.