Positioning international company through social media

BASF, the world's largest chemical company, wanted to strengthen its position in the Nordics with decision makers, business partners, potential candidates, and employees.

As a complex B2B company with many specialised business units, BASF struggled to crack the code on the right channels and approach to build a thought leadership position within innovation and sustainability.

RelationsPeople began by conducting a social media audit of the company’s current approach and then provided the blueprint for a channel and content strategy for BASF’s corporate LinkedIn profile. Today, BASF’s corporate presence on LinkedIn is primarily in the Nordics, while several business units are actively using Facebook to reach their target audiences as a result of the initial social media audit.

RelationsPeople developed the annual content plan, the annual wheel, content concepts and campaigns, and localised the international content coming from Germany. The content aims to position BASF in the areas of sustainability, innovation, and digitalisation.

The collaboration has resulted in double-digit growth in the number of followers, significantly improved engagement, and increased knowledge of BASF as a company. The effort has also consolidated the company’s messages across the Nordic region into a more localised narrative that supports the overall business strategy.