Wolfstar credentials

Wolfstar: PR and social media
Wolfstar is the UK‟s first public relations company to specialise
in online and social media.

Past and current clients comprise some of the world‟s biggest
companies, including: Unilever, GlaxoSmithKline, Sony Ericsson,
PayPal and the United Nations.

Established in 2007, Wolfstar is independently owned with
offices in London and Leeds and has won numerous industry
awards for its work.

We are a new type of PR consultancy
that believes in working smarter for our
clients in an ever changing new media
landscape.

The traditional PR
channels of
newspapers, radio
and TV still matter…

…but so do search patterns,
social media conversations,
analytic data, influence,
behavior profiles, blogs,
Twitter, Google+, tumblr, flickr,
forums, the list goes on…

…and that‟s why, in 2007, we formed
Wolfstar, the UK‟s first specialist PR and
social media agency.
Because we simply wanted public relations to
make sense to modern marketers.

Our social media firsts:
• The world‟s first dynamic social media newsroom • The UK‟s first mummy blogger meet-up

• One of the world‟s first public relations blogs • The UK‟s first Twitter campaign

• World‟s first multi-language social media newsroom

We call our approach Integrative Social
Engagement.
It is unique (for now) and puts „social‟ at the
heart of your business.

It‟s an approach that has allowed us to
deliver outstanding results:
• Worldwide trending Twitter topic, most downloaded
lifestyle App in UK (PizzaExpress)

• Launch of “PlayStation” phone – content viewed 2.5m
times (Sony Ericsson)

• 200,000 Facebook „Likes‟ in one month, at just £0.08
per „Like‟ (PayPal )

• The UK‟s first, and only, „social bank‟
(first direct)

Our core skills will plant
Integrative Social Engagement
firmly into your organisation:
• Smart media relations consultancy
• Creative tactical and digital solutions
• Online insight and interrogation
• Customised measurement

Integrative Social Engagement :

Smart media relations
consultancy
Just like any other PR agency, we offer strategic counsel, plan and
execute creative communications campaigns. Where we differ from
most other agencies is in the nature of our expertise and the breadth
of channels through which we can work. We help clients understand the
impact social media is having or is likely to have on their business and
integrate this into strategies that will make the most of opportunities
and deliver campaigns in new ways and through new channels.


Creative tactical and digital
solutions
We‟re not a digital agency, but through a programme that we call our
confederacy we work with some of the most talented freelancers in the
country to create engaging websites, applications, widgets and
interactive content. The confederacy gives us access to vast resources
of digital talent without the overheads of a traditional digital agency,
meaning that we are often able to inject a little realism in the to costing
of web builds.


Online insight and
interrogation
We have developed a set of research tools, processes and metrics
that help our clients to make sense out of social media. Our social
media audit is designed to filter out the vast amount of “white noise”
and help you get to the right information whether that is mapping
influencers, monitoring your competitors or picking out key trends.


Customised measurement
We offer customised measurement for every client on every
project helping you clearly see, hear and understand what
people are saying about your products, services or brands.

Portfolio of products:
• Smart media relations
• Influencer audit reports
• Futures workshops
• Protocol guidelines
• Multimedia newsrooms
• Blogger outreach and online media liaison
• Enhanced web editorial for SEO
• Web platform design and content population
• Social media content creation
• Hacker toolkits
• On site social activation for events
• Online event management
• App design and outreach
• Online video

These are the people that have made it happen:
Tim Sinclair, Managing Sam Oakley, Director
Director Sam has worked across a number of fields
Tim has more than 25 years‟ experience from public sector and politics to finance and
in PR. In the eighties he established consumer tech. At Wolfstar since its inception
award winning agency Sinclair Mason he has managed many key clients. More
and grew it to be one of the largest recently he has become focussed on
marketing consultancies in the UK, developing Wolfstar‟s new products and is the
working with BT, Reebok, Cadburys, strategic lead on partnerships and projects that
Visa and more. He founded Wolfstar sit outside core business.
and is responsible for its growth.

Will McIntyre, Director Chris Woolford, Account Director
Will has over 14 years agency experience in Chris has more than 10 years‟ PR and social
tech communications. He spent several media experience working for major brands
years in Sydney working for many of the across consumer tech, telecoms, food, retail
largest names in technology such Dell, and public sector. A strategic campaign
BlackBerry, Intel and Microsoft. He returned manager he heads Wolfstar‟s team of account
to the UK to manage Wolfstar‟s London managers and executives that operate from
office and strategically lead on key accounts. within the Leeds office.

Our advisory board whom guide us behind the scenes:

Merran Wrigley, Chair
Over 15 years of global communications experience working at Cisco Systems, Sony Corporation and
Sony Ericsson. She has led campaigns for Sony Ericsson‟s Walkman, Sony‟s Vaio computers and
PlayStation.

Jag Singh, Technology advisor
Leading digital expert who advises on technology in the political arena, he has advised several US
Presidential candidates including Hillary Clinton. Jag recently served as Director of Digital for the NO to
AV referendum campaign. He is a trained economist who entered University at 16.

Paul Willis, Public Relations advisor
Paul is the Director of the Centre for Public Relations at Leeds Metropolitan University. A former board
level public relations practitioner at Ptarmigan Consultants, he has provided strategic counsel to a
range of organisations and brands operating in the private, public and NGO sectors.

Our advisory board whom guide us behind the scenes:

Bachi Mehta, Businss advisor
Bachi worked in investment banking for JP Morgan for over 20 years. He has successfully developed
businesses including Tiger Two and Petrolhead Nirvana. Tiger Two is an industry leader in social media
training. Petrolhead Nirvana provides driving enthusiasts with the best in global automotive road trips.

Don Gibson, Information Security specialist
Don began in the Investment Banking sector as the Information Security specialist and global expert on
electronic transferable media and portable device computing for Citibank. Don founded consultancy
firm Omnia Quae Ltd. in 2009. He has an reputation for creating secure information frameworks and
brings his wealth of knowledge to Wolfstar ensuring that the security risks inherent in social media are
truly mitigated.

Smart media relations
• Social media has challenged the mainstream media to create a
much more interactive user experience.
• The decline in paper circulation and a proliferation in the broadcast
space, has meant that much more is expected of journalists in terms
of the way they create their stories with multimedia content.
• Unlike many PR agencies, Wolfstar understands this environment
and produces stories in ways that make the journalists‟ jobs easier.
• Wolfstar knows the kinds of collateral you need to offer in order to be
successful and can create the multi-media content that will help you
gain increased exposure with the online versions of the big news
titles.

Social strategy and blogger outreach
• Wolfstar provides the specific tactics to modernise your media
relations programme and take into account the new ways that
audiences and mainstream media interact.
• Bloggers are a vital part of the new media landscape and Wolfstar
knows the techniques, and has the strong relationships, to leverage
bloggers and generate valuable news content.
• Wolfstar also helps brands generate an increase in exposure on
Facebook, Twitter and other relevant social networks, providing a
platform for comment and discussion from customers.

Digital content management
• Wolfstar is experienced in providing digital asset content
management, in many differing forms, for our brands.
• Wolfstar can:
• Design and build mobile and Facebook apps to drive Likes
and capture data
• Distribute videos and webchats from live events and
conferences
• Audit and advise on content held on social media platforms
• Provide and manage blog content to enable users to submit
their own content such as images and video, be it for
competitions or online community projects

Social media newsroom
• Wolfstar has developed a unique and award-winning social media
newsroom platform which allows brands to share rich content, such
as video, images, social feeds, infographics and much more with key
influencers in the media and across top tier blogs.
• Newsrooms vary from simple wordpress platforms to dynamic, real-
time newsrooms which provide live updates to media during press
conferences and product launches.
• Clients which have used Wolfstar‟s bespoke online newsrooms
include Sony Ericsson, first direct, PizzaExpress, Phillips and more.

Influencer audit
• Developed over more than 18 months the Wolfstar Consultancy
Influencer Index is an online mainstream media and social media
audit programme.
• The Influencer Index identifies key influencers and topics online and
analyses the environment in which the company operates.
• This information is then used to counsel clients on future activity to
promote and protect corporate reputation online.
• The Influencer Index has been used to conduct both UK and global
audits for clients including Unilever, GlaxoSmithKline, Independent
Police Complaints Authority, SunGard, British Waterways and more.

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
• 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
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.

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
_________________________________________________________________________

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.

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
_______________________________________________________________________

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.

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
• 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

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

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

first direct: Future of banking
• Q&A sessions with First Direct CEO Matt Colebrook
• Held online with The Times and Reuters and feature
in The Independent
• Live webchat with the three most influential banking
innovation bloggers globally
• 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 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.

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.

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).

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
• 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.

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
• 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!: Online drive
• 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%
__________________________________________________________________

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%.

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
WC2H 9JQ
LS15 4TA

Wolfstar credentials

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