Cats that look like pinup girls - using tumblr to attract people to your shop's FB page

At first glance Cats that look like pinup girls is your usual cute one-hit-tumblr-with a twist, Reddit-worthy instantly as it has the cat & pinup combo. (Which means it'll spill over to Huffpo, Jezebel and Metafilter too with any luck - which this did). But look closer, or heck, click an image and you'll notice that they all link to the facebook page of Hurly Burly Perth's clothing store in Mebourne, Australia. This is what "advertising" has come to in the meme-viral internet era, create a meme, brand a few images, and hope people will know your shops name later. Media spend: 0 - , I doubt they spent any money on the images they use either.