Our Portfolio

Home / Portfolio / Building a smartphone brand from the ground up


Building a smartphone brand from the ground up

Over the course of the last six years Wolfstar has worked with Sony to develop the Xperia brand story through PR, social media and content strategy for every product launch from Xperia X1 to current 2013 flagship, Xperia Z.


  • Sony_wolfstar_case_study_1
  • Sony_wolfstar_case_study_2
  • Sony_wolfstar_case_study_3

At a glance

  • Running a social media newsroom for blogs and digital press releases with an engaged following of around million people, an RSS following that includes every tier one tech outlet, and more than 6x the influence than any competitor press site.
  • Editing a dedicated PR Twitter stream with 11k+ media and analyst followers, within social media ecosystem of corporate Facebook, Twitter and Google+ presences.
  • Acting as the lead global agency for the “PlayStation” phone, Xperia PLAY launch – and creating world’s first live content press release in the process. Press assets from this site were downloaded 2k times during hour-long announcement.
  • Playing a key role in communications around Sony’s €1billion acquisition of the Sony Ericsson joint venture; launch messaging and content strategy of the first “one-Sony” smartphones, Xperia NXT series through 2012.

Our work with Sony Mobile

Wolfstar has been retained by Sony Mobile Communications since late 2007 for lead global online public relations strategy – after launching the first Xperia smartphone (X1), Wolfstar has been responsible for driving the Xperia story as a premium smartphone brand.

After bringing Sony Ericsson’s final flagship Xperia PLAY to market and supporting comms for Sony’s €1billion buyout of Ericsson, Wolfstar was tasked with managing the Xperia brand’s transition into the wider Sony group.

With online communications for Sony’s first smartphones, Xperia NXT series, and entire portfolios through 2012 and 2013 (including current flagships Xperia Z and Xperia Tablet Z), Wolfstar continues to counsel senior Sony leadership as its mobile proposition plays an ever-greater role in the evolution of this tech giant.



  • Building a smartphone brand from the ground up
    Over the course of the last six years Wolfstar has worked with Sony to develop the Xperia brand story through PR, social media and content strategy for every product launch from Xperia X1 to current 2013 flagship, Xperia Z.
    Husqvarna: World Pole Climbing Championships 2014
    Using Integrated Social Engagement, Wolfstar smashed all KPIs set by Husqvarna UK
    PktMny: how to rank on page one of Google
    Wolfstar's digital PR work for PktMny reaped serious SEO benefits
    Interflora: world’s first flower fireworks display
    Content featured in The Guardian, Gizmodo, Huffington Post, British Science Association – all with links back to Interflora website
  • Using digital public affairs tactics to raise UK awareness of infant mortality
    Wolfstar managed a public affairs campaign for WorldVision which ran 100% online.
    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.
    Sabre award winning Best Technology campaign
    Wolfstar launched the Sony Xperia PLAY, using the world's first dynamic media newsroom and picking up our industry's most important global award, an EMEA Sabre, in the process.
    Delivering potential students by creating conversation
    A one month campaign to create conversation around menswear by London College of Fashion elevated visits by potential students to the college's menswear courses online above even that of womenswear.
  • Using fashion students to create great Sony SmartWatch content
    London College of Fashion students were briefed to create a wearable fashion item for Sony SmartWatch and blog their experiences with the product.
    Monitoring social media chatter in China for the University of Leeds
    Special project to analyse positive mentions of the University by athletes and potential students during the London Olympics 2012.
    first direct: the UK’s first social bank
    The UK’s first social media newsroom for a financial services company increased traffic to first direct's online press office from just five visits to 2,400 per week.
    Discovery Dino Gangs: global web chat to promote breakthrough documentary
    Dinosaur experts and bloggers from across the world were recruited to take part in Discovery's first ever Facebook web chat.