Miller Electric Mfg. LLC

We Build Campaign

MIller Electric MFG. LLC

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MIller Electric MFG. LLC

Client

Miller Electric Mfg. LLC

Services

Digital Strategy, Social Media Strategy & Management, Media Strategy, Media Planning & Buying, Media Analysis & Reporting

Challenge

Solution

Build Relevance and relationships

Two Rivers Marketing encouraged Miller to stand out in a sea of sameness — product-centric, feature-heavy messaging and visuals. Our research revealed that the Miller target audience tends to live their occupation — they are welders by choice and proud of their skills.

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Miller weld solution 1
Meningarage

To reinforce the emotional connection between the Miller audience and their brand, we took their annual integrated brand campaign called WE BUILD to a more personal level — by celebrating everyday welders and the work they do.

Miller weld solution 2

#whyiweld

A series of giveaways and contests allowed users to personally interact with the brand. The Make My Miller giveaway awarded the opportunity to partner with a professional artist to custom-design their own machine. And the #whyiweldcontest invited users to share their story for a chance to be featured in the Miller campaign and win a trip to Miller headquarters. These entries were a focal point of the WE BUILD campaign, allowing the audience to tell its own story as an extension of the Miller brand.

Miller weld solution 3
Miller weld solution 4
Miller weld solution 5
Miller weld solution bg resized

Result

Miller Owns the 2

By personally connecting with their customer and focusing not just on the work welders do but on why they do it, the Miller WE BUILD brand campaign strategy generated:

569 A9738 resized
Miller weld results 2

56,000

total contest entries

(More than the previous four years of the entire WE BUILD campaign combined.)

Miller results
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