Mitre 10

Since 1959, Mitre 10 has built a unique understanding of tradie's needs, habits and rituals - making Mitre 10 their most trusted hardware store. This knowledge allows us to tailor our products, serves and even our tech to their unique needs.

So to boost downloads for the new Mitre 10 Trade App, we launched the platform, For True Tradies that speaks to Aussie tradies in their language. Then to promote it, we hit tradies where they are: TikTok

Tradie Nickname Generator

Tradies aged 18-35 love TikTok. Almost as much as they love giving their workmates nicknames. So off the back of our For True Tradies platform, we created a TikTok filter that tradies use to give their mates on site the nickname they deserve.

And while you may think the nicknames were random, we used various algorithms to ensure every true tradie got one of the 150+ insightful nicknames that's right for them by asking users two questions: ‘What’s your trade?’ and ‘What are you famous for on site?’.

This means electricians get sparkie-appropriate names, pub-lovers get pub appropriate names and so on.