BASF Automotive

Contributions

Customer research via quantitative survey, interviews and Comscore, LinkedIn channel strategy, thought leadership, content pillar and key message development, editorial calendar, paid media strategy, execution oversight, quarterly reporting and campaign optimization. 

Problem

Automotive buyer and supplier deal making has historically been know as a "handshake business." With younger talent coming in and seasoned executives retiring, we found through our research that how suppliers communicate with buyers needs to evolve into a more always-on, thought leadership approach. 

Solution

To best position BASF Automotive as a thought leader and innovator in the space, we launched a content hub on their website where we featured product news, case studies, leadership interviews and trends (such as the car color of the year as a play on Pantone color of the year). We distributed the content via the LinkedIn showcase page, newsletter and highly targeted paid LinkedIn ads. 

Results:

• Increased traffic to the blog by more than 90% in just two years.

• Through engaging content, drove 104% higher click through rate than LinkedIn average.

• Drove a 3.5% organic engagement rate on LinkedIn - increasing by 63% from year one.

• Average newsletter click through rate of 29% (15% - 25% benchmark).