Case studies


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Case studies

  1. 1. Case studies.
  2. 2. United Nations: Global CSR reportThe United Nations commissioned Wolfstar to undertake a study togauge which of the world’s largest organisations were using socialmedia to communicate their corporate social media activity andinitiatives.The initiative sought to understand which of the world’s largestcompanies were committing to a transparent dialogue around theirbusiness practices in order to support the United Nations Office forPartnerships in the furtherance of the Millennium Developmentgoals.Wolfstar launched the report at Communciate Magazine’s SocialMedia in a Corporate Context conference in June 2011. Thekeynote and findings were supported by a forum discussioninvolving Wolfstar director Tim Sinclair, Will Kennedy (SeniorProgramme Officer, United Nations Office for Partnerships), MerranWrigley (Cisco and ex-Sony Ericsson), Tim Johns (FishburnHedges and ex-Unilever) and Peter Bull (HSBC).Wolfstar will undertake the second UN Global CSR Report in2012.
  3. 3. Sony Xperia: Global social media strategy Wolfstar has been Sony Mobile Communications’ (formerly Sony Ericsson) 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
  4. 4. Sony Xperia: Global lead consultancy • Launch and roll-out of ‘PlayStation phone’ – Sony’s flagship mobile product 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 Wolfstar was responsible for all research, monitoring, strategic guidance, messaging, online media relations and elements of the launch, held on the eve of Mobile World Congress in Barcelona. Wolfstar 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.
  5. 5. PayPal: Pizza Express iPhone app• 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 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 Trending screenshots. Access to the SMNR was given to key topic on contacts across national, tech, food and marketing Twitter media. worldwide
  6. 6. PayPal: Facebook booster promotion• 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 -------------------------------------------------------------------------------------- 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. 183,320 195,047 ⇑9,735% Total Facebook likes New Facebook likes
  7. 7. first direct: UK’s first social bank• 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 ______________________________________________________________________ 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
  8. 8. first direct: Future of Banking• 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 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 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.
  9. 9. London College of Fashion: LCF Men• Campaign to promote LCF MA menswear courses (Jan ‘13)• Visits to course page up 4,000• Facebook Likes up 53% in just three weeks (7,218 – 10,953), 1m+ increase in reach• Powerful content – videos reached 3m Twitter accounts• Content coverage (Daily Mail, Telegraph, Vogue, Harper’s Bazaar)
  10. 10. Phillips: World’s first multi-languagesocial 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
  11. 11. Givaudan: Launch of iPerfumer 2.0• Launch of Android and iPhone app• Reached 1,760 unique YouTube hits from the initial outreach.• Exclusive review with top fragrance website, Basenotes.• Listed by The Sunday Times as one of the top 500 apps in the world. In 2012, Wolfstar launched an updated version of Givaudan’s fragrance recommendation app, iPerfumer, for both iPhone and Android. As part of the launch Wolfstar produced a demonstration video and outreached to key beauty and fragrance bloggers as well as mainstream press. Over 21 pieces of news coverage were generated globally, including a feature on Good Housekeeping USA and leading international perfume blogs.
  12. 12. TD Direct Investing: Social orientation• Initial audit to look at best practice in the sector• Workshop day with UK and international team to map out ways forward with social• Creation of social media “route map”• Proposal and business case developmentIn the run up to the 2013 RDR, TD Direct Investing has workedwith Wolfstar to build a 360 degree social media strategy forimplementation in 2013.Wolfstar is currently undertaking a second phase of researchbased on feedback from the initial strategy proposal.
  13. 13. BBC: Chuggington• 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 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.
  14. 14. Discovery Channel: Wartime London• 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 _________________________________________________________________________ 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).
  15. 15. World Vision: Online public affairs• 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 _________________________________________________________________________________ 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.
  16. 16. Contact Tim Sinclair. +44 (0)845 838 7282 The Trampery Morwick Hall 13 – 19 Bevenden Street Mortec Park London Leeds N1 6AS LS15 4TA