BASF: Thought leadership opens doors to key audiences

The world's largest chemical company doesn't need to be known to the general public, but instead focuses on a few selected target groups. A strategically founded thought leadership effort provides knowledge and dialogue with key target groups.

BASF develops and manufactures more than 45,000 products, and although the company is not well known to most consumers, its products are used in many everyday items. These include sunscreen, running shoes and the plastic bags we use to wrap our vegetables. BASF’s customers are companies that produce the goods that end up in the hands of consumers, so the primary target group is not consumers but other companies, public authorities, and business partners.

The starting point for the target group work is a thought leadership effort focused on a number of strategic themes chosen to support the largest businesses in the Nordic region. Each theme is further supported by messages and facts from the head office in Germany.

The specific efforts consist of formats such as opinion pieces, columns, interviews and news. The effort creates awareness of BASF in the selected target groups and becomes a door opener for the company’s discussions with industry and partners.