Kao Magiclean is a Japanese brand that had enjoyed success in its home country and wanted to carve a piece out of China’s lucrative market. But being a new player in a hugely cluttered kitchen cleaning market in China, Magiclean needed to launch in a fresh way.

We highlighted what all our competitors ignore: Germs. We want to showcase people that, It’s not clean if it looks clean. Kao Magiclean eliminates grease and kills 99.9% of germs – removing even the problems you can’t see.

So, we decided to make germs, the invisible problem visible. Rather than telling millions of people how effective the product is… we decided to warn trillions of GERMS instead. We warned all germ-kinds that KAO Magiclean is coming to wipe them out!

We created tiny billboards not targeting at humans, but at germs. To make the billboards tiny enough to be germ-sized, we partnered with Boston Micro Fabrications, a global micro-printing expert, and created a series of 3D printed nano-billboards, only visible through microscopes. In fact, the billboards were so tiny that they were recognised by the Guinness Book of Records officially, as the “World’s Smallest 3D Printed Billboard”.

These tiny billboards were placed in Germ Hotspots – AKA Kitchen Stores, to allow consumers to view the billboards for themselves, and spread through traditional and social media.

With our “tiny message”, this campaign received trillions of huge impressions. Spreading by word-of-germ to all greasy corners of China, telling people that germs can be obliterated no matter where, no matter what surface.

As a result, unique views went up by 381%, sale increased by 30%, and increased share vs market leader by 26%.

This is how we created huge buzz for Magiclean, with a really “tiny” campaign.