Nate Winter
Creative Director | Copywriter | Strategist
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Miller Lite Social

CHALLENGE // Bring the brand’s authenticity positioning to life. Connect with guys where they spend the most time. Differentiate Miller Lite within a competitive category. Essentially, just win in social.

SOLUTION // Showed our audience that we get them. In social, Miller Lite behaved like a funny, beer-loving guy in his 20s by showing the humorous, beer-focused side of real life.

RESULTS // Developed beer-focused, award-winning, viral content that got guys to stop scrolling and engage. Miller Lite was dubbed the best beer brand on Twitter in 2015.

MY ROLE // Concepting, copywriting, creative direction and production.

Meet Popcorn Hoodie, a viral sensation. With 225,000 shares, 1.1 million Likes and 90,000 comments, it had the highest reach and engagement of any Miller Lite social post to date. Organically shared by George Takei, Larry the Cable Guy, Ludacris, Betches and other influencers. This single Facebook post netted $85,000 in earned media and a 2015 One Show Merit Award.

In 2016 our Summer Kick Back program made it easier for guys to enjoy Miller Time with their friends. We hooked guys up with cool stuff we had, just like a friend would.

Miller Lite's typography campaign brought together artful type and beer-friendly situations with a message encouraging guys to be themselves. This was one of the first-ever paid campaigns on Instagram. The campaign won Bronze at the 2016 Chicago Addy Awards, earned a feature article in Adweek and tripled the brand's Instagram following.

In 2014, this social post took off and fans got excited for a Miller Lite holiday sweater. In 2015, the brand created and sold them. The Miller Lite holiday sweater has been a cornerstone of the brand’s holiday marketing ever since.