Case studies.

United Nations: Global CSR report The United Nations commissioned Wolfstar to undertake a study to gauge which of the world‟s largest organisations were using social media to communicate their corporate social media activity and initiatives. The initiative sought to understand which of the world‟s largest companies were committing to a transparent dialogue around their business practices in order to support the United Nations Office for Partnerships in the furtherance of the Millennium Development goals. Wolfstar launched the report at Communciate Magazine‟s Social Media in a Corporate Context conference in June 2011. The keynote and findings were supported by a forum discussion involving Wolfstar director Tim Sinclair, Will Kennedy (Senior Programme Officer, United Nations Office for Partnerships), Merran Wrigley (Cisco and ex-Sony Ericsson), Tim Johns (Fishburn Hedges and ex-Unilever) and Peter Bull (HSBC). Wolfstar will undertake the second UN Global CSR Report in 2012.

Sony Ericsson: Global social media strategy

Wolfstar Consultancy has been Sony Ericsson‟s global social media agency of record since 2008 responsible for: • Global social media strategy • Corporate social media activity • Online media relations • Blogger outreach and events • Content creation and distribution • Social media guidelines, policies and

training • Public relations support for marketing

communications product launches

“A master class for companies to actually implement social media strategies” Somesso global corporate social media conference

Sony Ericsson: Xperia PLAY global launch

Wolfstar was responsible for all research, monitoring, strategic guidance, messaging, online media relations and elements of the launch event, held on the eve of Mobile World Congress in Barcelona.

Wolfstar Consultancy worked with a number of key agencies to create all campaign content that fed both approved quotes and links directly to the journalists live-blogging at the event. By publishing content in this way we were able to achieve a far greater level of cut-through than would have otherwise been possible.

Sentiment: Across all measures, the average sentiment ratio was 7:1. Seven positive comments for every negative one.

• Launch of „PlayStation phone‟ – Sony Ericsson‟s flagship product in 2011

• World‟s first dynamic, real-time, social media newsroom • Every top target media published official content: BBC, The

Guardian, Engadget • News releases downloaded 2,000 times to 35,000 viewers

Sony Ericsson: Jalou

_________________________________________________________________________ To promote the Jalou, a TV commercial (TVC) was produced, but crucially no commercial airtime was booked and it was only released on YouTube. Wolfstar created a branded social media news release (SMNR) to promote the TVC and outreached it to key online mainstream media and global fashion and technology blogs. The TVC video was supplemented by a specially shot interview with the director and behind the scenes stills placed on photo sharing site Picassa. Extensive global online coverage was achieved and the campaign won the Digital Impact Award 2010 for Best Multimedia Press Release.

• Launch of Jalou phone, partnership with Dolce & Gabbana • Created highly stylised social media news release to

promote YouTube commercial • Extensive global online coverage achieved • Beat CocaCola to win Communicate magazine Digital

Impact Award 2010 for Best Multimedia Press Release

Sony Ericsson: Launch of Xperia

_______________________________________________________________________ Wolfstar ran social media strategy and implementation for the global launch of the Xperia X1, Sony Ericsson‟s first smartphone launched in partnership with Microsoft. Wolfstar‟s blogger outreach campaign created the Xperiancers blogger resource centre which resulted in more than 1.4 million mentions and Almost ¾ million page views.

• Global launch of the Xperia X1, Sony Ericsson‟s first smartphone launched in partnership with Microsoft

• More than 1.4 million mentions • 258,000 visitors, 222% more than similar sites • Coverage in 192 different countries, speaking 111

different languages • 61st most viewed Science and Technology video

of all time

Phillips: World’s first multi-language social media newsroom

• Wolfstar created the world‟s first multi-language social media newsroom

• Appointed by Philips to create a newsroom for the four countries in the Nordic region – Sweden, Denmark, Norway and Finland

• Wolfstar designed and built a suite of four websites based on a single template

• It also provided extensive training and support to the in-house corporate communications, IT and digital teams to enable them to use the new social media newsrooms

PayPal: Pizza Express iPhone app

Wolfstar Consultancy project managed a social media campaign to support the launch of the new PizzaExpress iPhone app that enabled customers to pay in PizzaExpress restaurants via PayPal. Wolfstar created a Social Media News Release which featured news copy, video, images, and app screenshots. Access to the SMNR was given to key contacts across national, tech, food and marketing media.

Trending topic on Twitter worldwide

• Launch of PizzaExpress iPhone App • Became no.1 downloaded Lifestyle App in UK • “PizzaExpress” a worldwide trending Twitter topic • Over 50 articles published, including Daily Mail, Sunday

Times, New York Times, MSN and BBC News • Winner of Best Multimedia Press Release at Digital

Impact Awards 2011

PayPal: Facebook booster promotion

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Wolfstar designed and built a shareable app to provide users with exclusive access to PayPal‟s Facebook wall, discount offers and entry into an iPad2 prize draw.

A wave of anticipation was created through chat with users on Facebook wall and PayPal‟s „Let‟s Talk‟ blog. Wolfstar also seeded competition on competition sites, forums and blogs and managed an email marketing campaign.

183,320 ⇑9,735% New Facebook likes

195,047 Total Facebook likes

• Drive PayPal UK‟s Facebook „Likes‟ • 183,320 new Likes created in under one month, increase

of 9,735% • Estimated cost of each „Like‟ just £0.08 • PayPal became a trending topic on Twitter

first direct: UK’s first social bank

______________________________________________________________________ Wolfstar has provided strategic online public relations and social media consultancy to first direct since 2008. Together we created the UK‟s first social media newsroom for a financial services company. The first direct social media newsroom is acknowledged as an exemplar of best practice and is one of the most frequently cited case studies at social media and public relations conferences. Wolfstar‟s work for first direct has won numerous awards including:

• CorpComms Digi Awards 2010 | Best Social Media Press Office | Winner

• Communicate Digital Impact Awards 2010 | Best Multimedia Newsroom | Silver

• DADI Awards 2010 | Best Use of Social Media | Highly Commended

• UK‟s first financial social media newsroom • Visitors to press office increased from just five per week

to 2,400 • Number one ranking on Google News • Identified as an exemplar of industry Best Practice • Multiple digital award winner

first direct: Future of Banking

Campaign designed to leverage new media channels to maximise traditional media coverage. A feature in The Independent was driven by a series of guest posts and a dedicated banking future channel on the Independent.co.uk website. Q&A sessions with First Direct CEO Matt Colebrook were arranged online with The Times and Reuters. The Times Q&A visible to the 200,000 readership. A live webchat was also organised with the three most influential banking innovation bloggers globally. Blog searches on “future of banking” returned three results on page one pointing to the activity.

• Q&A sessions with First Direct CEO Matt Colebrook • Live webchat with the three most influential banking

innovation bloggers globally • Held online with The Times and Reuters and feature

in The Independent • Twitter coverage reached 88,000 impressions • A 300% increase in conversation

BBC: Chuggington

Wolfstar engaged with online influencers to generate interest in BBC‟s Chuggington. Wolfstar organised the UK‟s first mummy blogger meet up. The event was held at the Movieum in London and representatives answered questions and introduce exclusive episodes. Bloggers were encouraged to bring their children so their reaction to the show could be judged first hand. Majority of bloggers attended the event and as a result the executive interview was watched more than 14,000 times. Chuggington became the most watch show on iPlayer before being sold into more than 140 markets worldwide.

• UK‟s first mummy blogger meet up • 80% of target bloggers attended • Number one program on iPlayer • Previews watched 215,000 times on YouTube • Chuggington sold into 140 markets

Discovery Channel: Wartime London

_________________________________________________________________________ Wolfstar provides social media and online public relations support to Discovery Networks Europe. Part of the role is to help increase viewers for specific programmes. To promote a documentary series on London in WWII the in-house team negotiated with the Mail on Sunday to give it exclusive pictures of a Nazi funeral in London. However, the Mail on Sunday then didn‟t run the story, which meant their was little time to get coverage before the programme aired. That same Sunday Wolfstar placed an exclusive video clip on Iain Dale‟s political blog knowing that it would secure both a direct audience and that journalists reading the blog might pick up the story and run it. The story appeared on the website of The Times, The Independent and Daily Mail, as well as ironically in the print version of the Daily Mail (by a different journalist who sourced it from the blog).

• Promote Harry Harris WWII documentary • Overall result was 410% more viewers than any other

programmes in series - this was the ONLY promotion • Exclusive video clip watched 16,724 times from

coverage gained on political blog • Story viewed 111,021 times

Discovery Channel: Dino Gangs

• Promote Dino Gangs documentary • Discovery‟s first web chat via Facebook • Experts brought in from across the globe • Special science feature in The Guardian

The Dino Gangs campaign focused on driving potential Discovery UK viewers to a live web-chat on Discovery UK‟s Facebook page. Dinosaur experts and bloggers from across the world were recruited to take part in the chat to lend their knowledge to the debate and drive additional traffic to the chat from their blogs and twitter feeds. Coverage appeared on The Guardian‟s Science Blog, BeyondBONES and Love in the Time of Chasmosaurs. In total 54 viewers took an active part in the 30 min chat submitting a total of 34 questions.

NHS: Up For It • Social marketing campaign to reduce obesity amongst

FE and HE students in Kirklees • Research indicated students would reject overt

health messages so „nudge‟ strategy used • Wolfstar launched “Up For It” with a viral video

competition asking students to submit their own active, healthy or cooking themed short videos

• “Dance your Ass Off” event held in Huddersfield attracting over 300 students

• James Martin hosted a special “Take on the Takeaway” event, with over 300 students attending

• Media coverage achieved in regional press, on Calendar breakfast TV news

• Responses showed that students would now think about eating more healthily and a high percentage said they would try healthy recipes at home

World Vision: Online public affairs

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The global development charity launched an international initiative on infant mortality and wanted to secure the support of a major government. It targeted the UK as it was in the run-up to a general election. The objective was to make one of the three main political parties request a meeting. Embargoed approach secured editorial on all mainstream media and political blogs. The campaign was supported by banner advertising targeted to appear on computers on networks with specific IP addresses e.g. Conservative Central Office. The online public affairs campaign succeeded in securing meeting requests from all three major parties.

• Public affairs campaign ran 100% online • Make UK‟s main political parties request meeting • Editorial secured on 90% of targeted political blogs • Webchat on The Independent website received more than

60,000 unique visitors • Campaign succeeded in securing requests all three parties

World Vision: Growing for Change

• Wolfstar worked with World Vision to take village veg competition global

• UK gardeners submit oversized veg to online competition to raise awareness of malnutrition in Bolivia

• Unique Wordpress platform built and outreached to key influencers • Campaign supported by Anthony Worrel-Thompson • Over 100 entrants and 2,000 site views

Silver Cross: Halo and Doodle

• UK mummy blogger meet up • Promote two new products, Halo and Doodle,

for Silver Cross • Reached out to key „mummy‟ bloggers and

organised London launch event • Over 40 bloggers attended with their children • Silver Cross on hand to talk about new

products and demonstrate • Following event 12 blog posts written and over

123 comments • Seven of top ten Google blog search results

directly from the campaign

“My thanks go to Silver Cross, my faith in the quality of your brand has been restored and I'm really proud to own a British pushchair.” Being a Mummy

Yalp!: Yoghurt Lassi • Wolfstar worked with Yalp! to launch their

Yoghurt Lassi into Morrisons stores nationwide • Campaign implemented combining traditional

media relations, social media and promotions • Blog built and Twitter created for Yalp to convey

messages and engage with consumers. • Product samples sent to national consumer

magazines and media relations handled with trade press

• Online Flickr competition held • Coverage achieved in key titles:

• Yorkshire Post • The Grocer • Woman

• Product sales went beyond client expectations

Go Ape!

__________________________________________________________________ Go Ape! wanted to increase its awareness to consumers searching for family activity days online. Wolfstar created a blogger outreach programme encouraging UK bloggers writing about days out, attractions, adventure and parenting to blogger meet ups with other like minded bloggers in their area. Wolfstar provided content including images, videos and site maps. Following the events Wolfstar monitored and engaged with the bloggers prolonging and amplifying discussion of Go Ape!. The activity created multiple blog posts and generated „buzz‟ on Twitter, subsequently online sales by 17%.

• Blogger outreach campaign • Encourage interest in Go Ape! action days • Boost SEO for key search words such as “family”, “fun” • Increased online sales by 17%

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