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 responsibility activities and initiatives. Wolfstar launched a report at a conference in June 2011 that presented the key findings. Wolfstar will undertake a second UN 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.
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.

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. 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. 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. 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. 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. 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 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.

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. 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

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. 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 development
In the run up to the 2013 RDR, TD Direct Investing has worked
with Wolfstar to build a 360 degree social media strategy for
implementation in 2013.
Wolfstar is currently undertaking a second phase of research
based on feedback from the initial strategy proposal.

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. 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. 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. Contact Tim Sinclair.
tim@wolfstarpr.com
www.wolfstarpr.com
+44 (0)845 838 7282
The Trampery Morwick Hall
13 – 19 Bevenden Street Mortec Park
London Leeds
N1 6AS LS15 4TA