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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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.
#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.
