Miller Lite Serves Up Snack-able Social Media Content

Raising the Brand Voice
Above the Clutter

An American beer
with a Latino voice.

Miller Lite approached M8 with the challenge of unifying its voice for a segmented audience spanning two global regions and numerous, culturally-diverse local markets.
Our challenge was to assist an iconic global brand in connecting with local markets – uniquely and distinctly – within Latin America, Guam and the Caribbean, where languages, culture and even packaging are unique. With a newly-unified brand strategy supported by four content pillars, the campaigns are delivered through a robust content hub, providing each local market with unique ideas and executions that are customized to regional needs and can even be further customized to each individual market.

Elevating the quality of local brand communications while increasing engagement throughout the regions.


The content hub was refreshed monthly with 40 downloadable videos, and photographic and animated posts accompanied with a play book email for the period. This was created so local community managers could have access to high quality regional content, taking into account the culture and language for the Latin American market, which should be equally relevant in English for the Caribbean and Guam region.

An overreaching social media campaign was launched to support the content strategy throughout the year, adding the flexibility of tactical social posts not only supporting the content pillars, but also opening the door to engaging formats.

M8 encouraged interaction between Miller Lite, beer enthusiasts, brand fans and beer aficionados by incorporating images, videos and copy that strengthened the bond to the brand. As a result, each post increased in views, engagement and commentary significantly, elevating user interaction for each platform.


Miller Lite


Miller Lite Serves Up Snack-able Social Media Content


  • Analytics
  • Creative Concepts
  • Design
  • Photography and Video Production
  • Social Campaign
  • Social Media Strategy




  • Latin America
  • The Caribbean and Guam


  • Beer
  • Content Strategy
  • Latin America
  • Miller Lite
  • Social Media Strategy