The Construction Chemicals division of BASF, the world’s largest chemical company, wanted to expand their audience and draw in more specific leads, like architects, architectural technicians and design engineers. To do this, they required engaging content that also provides genuinely useful information about building regulations and waterproofing structures to encourage users to complete a CPD certification.
We successfully built and designed a lead-gen microsite utilising the HubSpot COS platform, which integrates with the current main site whilst still demonstrating distinct differences to denote the separate division.
As part of the content strategy, we developed a 3D motion graphics explainer video to provide an easily digestible overview of the recommended system components for basement structures.
We then went on to create a comprehensive inbound marketing strategy, working with BASF to develop relevant, insightful content across e-books, case studies and paid media to provide resources at various stages of the user journey and capture user data.