SaburoMaru Whisky wanted to take a different approach by blending music and artistry into its marketing, highlighting the craft and character behind the brand. The campaign focused on expanding the reach and visibility of three official music videos on the Blues & Barrels YouTube channel, featuring iconic Japanese artists Mummy-D, Char, and Hajime Chitose. The goal was to drive high-quality music video views among relevant adult audiences, support long-term channel growth, and balance performance across Japan and Southeast Asia.
The campaign outperformed projections across three videos, exceeding planned views while maintaining low CPV, especially in SEA markets. We've successfully gained 502,000 views, growing the channel subscription with approximately 2,000 new subscribers gained during the campaign period, and we observed complemented organic discovery in the channel.
