The toilet sign familiar to everyone. Through the simple execution of making a slight change to this universal design (adding hair on the sign), our target women immediately understood that the idea was meant for them. Soon after they realized that this was in fact a secret invitation addressed to them and they wondered in anticipation of what awaited them in the stall.

Brand purchase intention among women who participated in the Secret Trial campaign went up from 6% to 83%. Furthermore, during the week of the campaign, the brand’s gross sales went up to 105 points on the INDEX.