The document provides details about various case studies conducted by Wolfstar, a social media agency. Some key case studies included creating the world's first multi-language social media newsroom for Philips, driving over 180,000 new Facebook likes for PayPal UK in under a month, and launching highly successful global product launches and marketing campaigns for clients like Sony Ericsson, first direct bank, and the Discovery Channel. Wolfstar also conducted social media studies for the United Nations and will undertake their second global CSR report in 2012.

1. Case studies.

2. 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.
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.

3. Sony Ericsson: Global social media strategy
Wolfstar 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

4. Sony Ericsson: Xperia PLAY global launch
• 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
Sentiment:
Across all measures, the
average sentiment ratio was 7:1.
Seven positive comments for
every negative one.

5. Sony Ericsson: Jalou
• 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

6. Sony Ericsson: Launch of Xperia
• 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

7. 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

8. 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 Trending
topic on
Awards 2011 Twitter
worldwide

9. 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
183,320 195,047
⇑9,735% Total Facebook likes
New Facebook likes

10. first direct: UK’s first social bank
• UK’s first financial social media newsroom
• Wolfstar has provided strategic online
public relations and social media
consultancy to first direct since 2008.
• 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

11. 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

12. 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

13. 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

14. 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

15. NHS: Up For It
• Social marketing campaign to reduce obesity
amongst FE and HE students in Kirklees
• Wolfstar launched “Up For It” with a viral video
competition asking students to submit their own
active, healthy or cooking themed short videos
• 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

16. 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 within 36 hours

17. 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

18. 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

19. Go Ape!
• Blogger outreach campaign
• Encourage interest in Go Ape! action days
• Boost SEO for key search words such as
“family”, “fun”
• Wolfstar created a blogger outreach
programme encouraging UK bloggers writing
about days out
• Provided content such as videos, images and
site maps
• Increased online sales by 17%

20. Contact Tim Sinclair.
tim@wolfstarpr.com
www.wolfstarpr.com
+44 (0)845 838 7282
71 – 75 Shelton Street Morwick Hall
Covent Garden Mortec Park
London
Leeds
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