CAIXA, or Caixa Econômica Federal, is a Brazilian public financial institution. CAIXA Lotteries are a set of betting games with popular modalities such as Mega-Sena, Lotofácil, Quina, Lotomania, Timemania, Dupla Sena, among others. Through TTCX, the institution contacted us to promote bets for Quina de São João through the network of influencers from the Northeast. The campaign took advantage of the aesthetics and excitement of the June festivities, aligning itself with the trend of parodies of the song “O Cheiro da Carolina” by Luiz Gonzaga, popular on TikTok in 2023. A version of the song was created highlighting the advantages of Quina. Influencers, such as Vyni and A Menina do Cuscuz, were selected to promote the campaign in a natural and authentic way, using language and formats already familiar to the public. The result was exceptional, with the videos reaching the top 1% of the Culture, Sports and Entertainment sector on TikTok in Latin America.