Service Categories: Public Relations, Influencer Management, Digital Marketing, Content Creation

Who is Motul?

Motul is a high-performance lubricant company founded in France in 1853. Renowned for its technical prowess and innovation, Motul created the first fully synthetic multigrade lubricant in 1971. Motorsports plays a vital role in Motul’s product development and identity, with partnerships with premier teams competing in the Dakar Rally, 24 Hours of Le Mans, MotoGP and many other premier racing events. Motul offers a wide array of premium lubricants and associated products for powersports, automobiles, motorcycles and racing applications. 

The Challenge

Motul is widely known and highly respected among racers and motorsports professionals. However, it wanted to build upon that awareness and expand it to general consumers in the North American market under Motul USA. The challenge was to make a highly technical brand and its products relatable and desirable for everyday customers who aren’t racing but still demand the best for their favorite vehicle, motorcycle or UTV. 

Our Strategy

To authentically build brand awareness for Motul USA, we took a holistic approach to reach audiences outside Motul’s typical endemic motorsports market. Our creative team crafted unique and inspiring content that incorporated Motul’s product expertise and motorsports heritage in a more relatable way to a broader range of consumers. That engaging and fun content was then optimized by our social media team to “spread the word” across all of Motul USA‘s social channels. Our in-house digital marketing team also supported select campaigns to maximize their impact. We also partnered with key influencers to increase Motul’s brand awareness across a broad spectrum of demographics. 

Key Steps Taken

• Partnered with Keanu Reeves’ ARCH Motorcycles to launch Motul’s line of machining and metal-working lubricants. 
• Created high-impact and visually unique ‘80s and ’90s-themed graphics for product packaging and a digital marketing campaign to support Motul’s Classic line launch. 
• Brought rapper and entertainer T-Pain to the Petit Le Mans to showcase Motul to a broader audience. 
• Created a billboard on the famed Sunset Boulevard with television host and drifting personality Emelia Hartford. 
• Managed all of Motul USA’s social media channels daily. 
• Carefully integrated Motul’s products with non-racing automotive enthusiast influencers to authentically introduce its products. 
• Took a unique and fresh approach to Motul USA’s social media content to celebrate Star Wars Day. 

The Results

Our integrated strategy and approach significantly increased Motul USA’s brand recognition in the U.S. Unique concepts, coupled with the careful selection of the right influencers, produced results, with the Emelia Hartford billboard generating 340K views and 48K likes on Instagram, along with hundreds of thousands of in-person eyeballs. A video on the Four Eyes YouTube channel featuring Motul’s products was viewed over 6 million times. Through our careful social media management and engaging content creation, Motul USA’s Instagram follower count doubled in a year. All of it helped Motul USA expand to and reach a much broader demographic in the North American market.