Case Study: BASF achieves high audience engagement and increased white-paper downloads with Ion Interactive

BASF's microsite finds new ways to engage an audience through interactive content

BASF, the world's largest chemical company, wanted to mark its 150th anniversary by exploring chemistry's role in global challenges—focusing in North America on Urban Living and a Red Hook, Brooklyn case study developed from a 36‑page white paper. The team faced a major digital challenge: the static PDF wasn’t driving the engagement needed to reach broad online audiences or communicate complex coastal‑resilience ideas.

BASF partnered with Ion to reimagine the document as an interactive microsite that highlighted three of the paper’s top ideas (including an interactive coastal‑park map), plus a timeline, quizzes and a clear CTA to download the full white paper. The site boosted engagement dramatically: visitors averaged 12 minutes 23 seconds on the microsite, 16.78% clicked the download CTA and 57.73% of those converted, increasing white‑paper downloads and sustained interest.

BASF

Alberto Hernandez

Special Projects Marketing