Discover how LIQUI MOLY USA tackled one of the most challenging aspects of automotive marketing: Supporting countless independent repair shops with consistent, powerful campaigns.
In this interview, Eva Tran shares insider tactics on unifying global brand messaging for local audiences. If you’re aiming to refine your own approach, you won’t want to miss LIQUI MOLY’s roadmap for success.
Eva Tran
Marketing Director| LIQUI MOLY USA
Can you introduce yourself and your role at LIQUI MOLY USA, especially in relation to the company’s marketing and support strategy for auto repair shops?
I’m Eva Tran, the Marketing Director for LIQUI MOLY USA. My role focuses on strengthening our brand presence in the U.S. market by supporting auto repair shops with effective marketing strategies. We provide high-quality marketing assets, campaign support, and innovative digital solutions to help our partners engage effectively with their customers.
What are some of the biggest marketing challenges for LIQUI MOLY in the U.S. market? How does working with auto repair shops help address them?
The U.S. market is highly competitive, with numerous brands vying for consumer attention. One of our biggest challenges is brand awareness, while LIQUI MOLY is well-known in Europe, we are still expanding our presence in the U.S. Auto repair shops are crucial partners because they serve as trusted experts for vehicle owners. By equipping them with strong marketing tools and co-branded campaigns, we help increase brand recognition and encourage product adoption.
LIQUI MOLY Germany has been achieving remarkable success with the socialPALS platform since 2019. What made you decide to use socialPALS for LIQUI MOLY in the U.S.? What was the key motivation behind that decision?
We saw how effectively socialPALS streamlined marketing efforts in Germany and wanted to bring that success to the U.S. Our goal was to provide auto repair shops with an easy-to-use platform that delivers high-quality, ready-made campaigns. This ensures brand consistency while allowing for localized engagement, ultimately driving more effective marketing at the repair shop level.
LIQUI MOLY is headquartered in Germany but has a strong international presence. How does socialPALS help you implement local marketing campaigns in different countries, particularly with regard to language, support, time zones, and the platform’s user-friendliness?
Our HQ’s goal is to provide the best possible support to our international marketing teams. LIQUI MOLY operates worldwide with eight subsidiaries across different markets, languages, and time zones, which often makes coordination quite challenging. With socialPALS, we can manage this through a central platform that simplifies linguistic, cultural, and operational adaptations. Content can be quickly localized and automatically distributed – saving time while ensuring consistent communication. The support is especially valuable: Our colleagues and business partners receive assistance in their native language and at convenient times, even across time zones. This allows us to address any questions without unnecessary delays.
Before socialPALS, how did LIQUI MOLY USA support auto repair shops with digital marketing? How does socialPALS improve that process?
Before using socialPALS, we provided marketing materials and general support, but we didn’t offer a direct social media solution. Repair shops managed their own digital marketing independently, leading to inconsistent brand messaging and engagement. socialPALS changed this by providing a centralized platform where repair shops can easily access and launch professionally designed campaigns, ensuring brand consistency while reducing the effort required on their end.
How did the onboarding process with socialPALS go? How quickly were you able to launch your first campaign?
The onboarding process was smooth, thanks to strong support from the socialPALS team. With the help of our marketing department in Germany and the intuitive nature of the platform, our repair shop partners were able to get started quickly.
Can you share an example of a successful campaign with socialPALS? What results stood out?
One of our most successful campaigns was our Oil Change Campaign, which earned us the 2025 Marketing and Communications Award from the Auto Care Association for “Best B2B Social Media Campaign”. By using socialPALS, we significantly increased engagement with auto repair shops and reached a large audience across digital channels. The ability to track performance in real-time and optimize our approach was key to this campaign’s success.
What would you say is the biggest advantage of using socialPALS compared to other marketing solutions?
The biggest advantage is the ability to distribute branded content seamlessly to auto repair shops, ensuring consistency while allowing for localized customization. Additionally, the platform’s analytics tools provide valuable insights that help us optimize future campaigns.
In what ways has socialPALS improved collaboration between LIQUI MOLY USA and your colleagues in Germany? Has it created a more seamless process for sharing assets, tracking results, or aligning goals?
Absolutely. SocialPALS has made it easier to align with our colleagues in Germany by providing a unified platform for sharing marketing assets and tracking performance metrics. This has helped ensure a cohesive brand message while allowing for flexibility in catering to the U.S. market’s unique needs.
socialPALS allows campaigns to be easily duplicated and adapted for new markets. Can you share an example of how this saved you time and effort compared to starting from scratch?
For example, we adapted a successful campaign from Germany for the U.S. market, adjusting key elements such as language, visuals, and call-to-action to better resonate with American consumers. Instead of building the campaign from the ground up, we saved considerable time while maintaining brand integrity.
How quickly does it typically take to adapt and implement successful campaigns from Germany to the US market?
Adapting a German campaign for the US market is usually a very efficient process for us. Thanks to our close collaboration with our German colleagues and the support of our internal creative department, we typically need only about two to three weeks. In most cases, it’s enough to translate the content and make targeted adjustments to products or messages to suit local circumstances.
How does socialPALS help ensure that campaigns feel relevant and localized while maintaining LIQUI MOLY's global brand identity?
The platform allows us to use global assets while integrating localized messaging and targeting. This balance ensures that our campaigns maintain LIQUI MOLY’s premium branding while still speaking directly to the U.S. audience.
As you expand in the U.S., what goals are you aiming to achieve? How do you see socialPALS playing a role in your 2025 marketing strategy?
Our key goals include increasing brand awareness, supporting our network of partnered auto repair shops, and driving sales growth. socialPALS will continue to play a vital role by providing scalable marketing solutions that empower repair shops to promote LIQUI MOLY effectively.
What improvements or new features would make socialPALS even more valuable for LIQUI MOLY USA?
A few potential improvements could include enhanced customization options for repair shops, deeper audience targeting tools, and expanded integration with other digital marketing platforms. These features would further optimize our campaigns and improve shop engagement.
How would you rate the customer support from socialPALS? Were there any situations where you had questions or issues, and if so, how were they resolved?
The customer support has been excellent. Whenever we had questions, the socialPALS team was quick to respond and provide solutions. Their proactive approach has made the platform easy to use and highly effective.
If you were speaking to another international brand considering socialPALS, what would you tell them?
I would highly recommend socialPALS to any brand looking to streamline their marketing efforts for auto repair shops. The platform simplifies campaign execution, ensures brand consistency, and provides valuable performance insights, all of which contribute to a more effective and scalable marketing strategy.
Voices from the Trade:
socialPALS is a great plattform, offering us many benefits. We find it incredibly user-friendly, and it saves us both time and resources when planning our social media outreach.
West Side Automotive
Edmonton (Canada)
Robert
Owner
Act today and use your MDF more effectively!
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