Situation
With the rise of online shopping, Pennzoil and Rotella needed to adapt to changing consumer behavior. Customers increasingly purchase oil products through e-commerce platforms rather than traditional point-of-sale locations. Amazon Auto’s Oil Month presented an opportunity to reach these digital-first consumers.
Task
Create a multicultural marketing campaign to drive oil product sales on Amazon Auto while leveraging existing social media talent partnerships and reaching both English and Spanish-speaking audiences.
Action
- Developed bilingual video content in English and Spanish
- Created campaign assets featuring both Pennzoil and Rotella branding
- Produced animated videos optimized for social media and high-impact placements
- Secured necessary legal clearances to use client’s preferred social media influencers
- Coordinated co-op marketing effort between Amazon, Pennzoil, and Rotella
- Implemented targeted promotional strategy during Amazon Auto’s Oil Month
Result
- Unprecedented lift in Amazon Auto sales figures
- Resulted in a multi-year partnership