CHALLENGE // Make Miller High Life relevant to a new target—millennial drinkers—by bringing the I Am Rich campaign to life in social.
SOLUTION // Developed product-focused, share-worthy social content. Showed millennials the richness of everyday life and the timeless lifestyle of High Life.
RESULTS // Three years of continuous growth in social. In 2016, we beat our goal in every social channel. High Life’s average organic virality rate exceeded benchmark by 44% on Facebook and by 32% on Twitter. Average likes per post on Instagram exceeded goal by 5%. The brand’s #iamrich campaign won a Silver Effie in 2016.
Throughout 2016 and 2015, Miller High Life had the best organic social performance of any brand in the MillerCoors portfolio. In 2015, High Life was a Google top beer trend and won a Chicago Gold Addy for Best Brand Facebook page.
MY ROLE // Creative direction, concepting, copywriting and production.
