Digital Strategy and EMEA Coordination
PETRONAS Lubricants International EMEA (PLI) is one of the world’s leading lubricant manufacturers and represents the commercial division of the PETRONAS oil and gas company, active in over 100 markets. Reinforcing its commitment to technological innovation, PETRONAS is the Title Sponsor of the MERCEDES AMG PETRONAS Formula One Team.
In 2025, PLI EMEA chose us as a strategic and operational partner for marketing and communication initiatives aimed at increasing brand awareness and serving as the main point of contact for coordinating communication activities across the entire EMEA region.
Market & Customer Analysis
To define the communication strategy for PETRONAS Lubricants International EMEA, we conducted an in-depth analysis of the brand’s competitive positioning, with the goal of identifying strategic opportunities for differentiation. The analysis explored key brand assets—including tone of voice, personality, product USPs, and target audience values—benchmarking them against competitors to highlight distinctive elements.
Based on these insights, we developed a data-driven marketing strategy designed to boost brand awareness, increase engagement, and strengthen positioning within the digital ecosystem (web and social media). This structured approach integrated performance monitoring, the production of targeted content, and a consistent narrative framework aimed at reinforcing PETRONAS’s brand awareness across all EMEA markets.
EMEA Markets’ coordination
As the lead agency, we serve as the central point of reference for coordinating digital activities across EMEA markets. We ensure narrative and visual consistency across all touchpoints, making sure that every piece of content and local activation aligns with a unified, cohesive strategy developed in close collaboration with the brand’s Global division.
We work closely with local agencies and marketing teams in each country, fostering an integrated approach and shared strategic governance. Every phase, from content production to reporting, is managed through a streamlined workflow designed to maximize impact, efficiency, and scalability at an international level.
Content & social media marketing
To convey the value of PETRONAS Lubricants International EMEA across digital channels, we developed an editorial strategy designed to evolve the brand’s social presence from a simple showcase into a true brand asset.
Each piece of content is created with a clear purpose: to strengthen PLI EMEA’s positioning as a technological leader in the industry, foster community engagement, and build trust in the brand. We’ve transformed social touchpoints into spaces for connection, where education, dialogue, and innovation come together to create value. Motorsport, a core element of PETRONAS’s DNA, has played a key role in highlighting performance and research.
Supporting this, an influencer marketing plan has generated authentic, real-time content around events and local activations. A narrative ecosystem designed to boost relevance, expand reach, and build a strong, engaged community.
Creative & Art direction
The proposed social visual identity for PETRONAS is designed to enhance brand consistency and recognizability through impactful and memorable content. The creative assets feature clean, modern layouts that highlight the bold and engaging photographic material.
Visuals, especially photos and videos, take center stage, leveraging emotional impact and fostering a direct connection with the end user. The result is a strong, cohesive visual identity that speaks with authenticity and intensity to a contemporary audience, elevating every piece of content with style and distinctiveness.
Photo shooting & videomaking
We support PETRONAS Lubricants International EMEA in producing photo and video content designed to highlight the brand’s key moments, fully aligned with the global communication strategy.
From races to product launches, we create agile, authentic, and social-ready formats that bring the brand to life with energy and immediacy. Each production is crafted to amplify visibility in high-exposure contexts, such as motorsport, international events, and local activations, delivering consistent, engaging content optimized for digital platforms.
This production model is built to maximize the storytelling potential of events, with content designed to engage diverse audiences across multiple channels.
Media Management
The advertising strategy is designed to maximize content visibility and amplify its impact on target audiences through tailored planning that matches each message with the most relevant audience.
In addition to promoting editorial content, we run dark campaigns with specific objectives, such as driving traffic to the Instagram page to increase followers, generating website or marketplace visits, and supporting special initiatives like B2B campaigns, partnerships, trade shows, or events.
Web Analytics
To measure the performance of digital activities and support data-driven decision-making, we analyze dashboards that integrate data from Meta (Instagram and Facebook), social advertising platforms, Google Ads, and Google Analytics 4. This tool enables daily, detailed monitoring of the most relevant KPIs, based on platform, content objective, and type of creative asset used.
Data is analyzed with the goal of increasing engagement, strengthening community participation, and driving social page growth. Each month, we deliver a customized PowerPoint report that is clear and concise, designed for quick and action-oriented reading. Monitoring covers both organic activities and paid campaigns, offering an integrated view of performance in relation to the target audience and type of content delivered.
"The partnership with Marketing Arena marks a strategic step in strengthening PLI’s digital presence at both European and international levels, reaffirming our role as a thought leader and key innovator in the development of advanced technologies for the automotive sector."
Nicoletta Laganà, EMEA Brand, Communication, Digital & Trade Marketing Manager di Petronas Lubricants International
