Case Study: Milbon achieves 90% video completion rates, doubles playbacks and increases market share with Brightcove

How Milbon Claimed More Market Share With A Surge In Viewer Engagement

Milbon, Japan’s No. 1 professional hair care brand used by over 500,000 stylists across 230,000+ salons, needed a scalable way to train and inform its geographically dispersed customers. Although video was the right medium for demonstrating technical skills, Milbon’s initial video channel suffered from poor asset management, irrelevant ads, slow uploads and playback, and no analytics—hindering discoverability, performance, and the ability to measure impact.

Milbon adopted Brightcove Video Marketing Suite, relaunched its web channel and a dedicated app, and gained faster uploads/playback, streamlined video management, and robust analytics while eliminating third‑party ads. The change nearly doubled video playbacks, pushed completion rates to 90% (even for longer videos), increased brand visibility and market penetration, and set the company up to further leverage Audience analytics and multilingual captions for global expansion.

Milbon

Atsushi Masuko

Head of Educational Planning Department