In the metal fabrication space, Miller measures well in both brand strength and stature. But as others in the category were increasing their marketing investment, the company's closest competitor was beginning to eat away at the Miller market share.
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.
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.
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 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:
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