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BASF Accelerates a China Digital Rollout With Local Infrastructure

How WPIC helped BASF improve site performance, navigate local technical requirements and bring a China digital campaign to market faster.

Industry

Key Deliverables

BASF case study

About BASF

BASF is a European multinational chemical company with operations across global markets.

The company partnered with WPIC to support a China-focused digital campaign that required local hosting, technical infrastructure and regulatory setup.

Building for China’s Digital Environment

Launching digital assets in China brings a different set of technical and regulatory requirements from many Western markets.

BASF needed its campaign assets to load quickly and reliably for users in China while also meeting the local requirements around hosting, documentation, payments, and digital infrastructure.

The rollout also needed to integrate with BASF’s existing marketing and analytics systems without compromising performance or data collection.

Establishing the Technical Foundation

WPIC supported the campaign by setting up the local infrastructure and operational requirements needed for the rollout.

This included supporting documentation, banking, business licensing and tax processes, alongside the hosting of BASF’s landing pages and video assets within China.

Local hosting helped improve page and video performance for Chinese users while allowing the campaign to integrate with existing analytics and digital platforms.

Improving Site Speed and Performance

WPIC tested and optimised the campaign landing pages across a range of front-end performance factors, including images, CSS, JavaScript, HTML, caching, and browser behaviour.

Once the assets were live, WPIC continued testing site speed, UX, conversion performance and traffic capacity to identify issues and improve the user journey.

The work focused on reducing friction between campaign traffic and the digital experience itself, particularly on pages carrying heavier media assets.

Results

The optimisation work reduced page load times by 500% and contributed to increased unique visits to BASF’s online recruitment programme within a 25-day campaign period.

WPIC also helped accelerate the regulatory and platform setup required for the rollout, including ICP-related processes and Youku account registration, reducing the overall campaign launch timeline by 30%.

The result was a faster, more reliable China digital experience and a shorter path from campaign planning to launch.

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