Case Studies

There’s nothing sweeter than success. We’ve helped industry leaders streamline social strategy and optimize online presence across sectors.

Corporate & Crisis Communications / M&A / Litigation / Shareholder Activism / Public Affairs / Investor Relations

Activist Investing | Supporting Engine No. 1’s Proxy Campaign Against ExxonMobil

Engine No. 1 was in the process of launching their firm when they approached Haystack in late 2020 to support them with a proxy fight against ExxonMobil ($XOM), one of the largest corporations in the world and the largest in the oil and gas industry. What Engine No. 1 lacked in brand influence, they made up for in the collective experience of their leadership team.

This campaign could be classically described as David vs. Goliath. Investing the full weight of Engine No. 1’s available budget created ownership of only .02% of ExxonMobil’s shares, so they needed to craft a campaign to appeal to a large yet specially-targeted audience and spend tactfully.

Private Equity | Expanding TPG’s Online Presence with Social Strategy

TPG is a top private equity firm with a future-focused vision. They recognized the significance of social media early on and approached Sugar Bowl (a Haystack Needle brand) to help build their online reputation.

True to form as a leader in innovation, TPG was committed to being an early adopter within their peer set. While they had already established a substantial social presence on LinkedIn and Twitter (50K followers), the brand was not yet engaging with its audience.

Investor Relations | Rebuilding Boeing with Shareholder Social Listening

When Boeing first went public, they struggled to balance plane safety with stakeholder profitability. This negative perception challenged relations with institutional investors and retail shareholders alike.

As part of a restructuring process, Boeing engaged Sugar Bowl to help turn their reputation around. Working with their new IR team, we’re reshaping the brand’s identity with a focus on quality control and safety-first messaging.

Corporate Communications | Streamlining Thermo Fisher’s Social Strategy for Clarity and Cost Savings

Thermo Fisher’s online presence was a classic case of user confusion. They understood the importance of a robust social presence but had diluted their messaging with dozens of disparate handles scattered across various platforms. With corporate divisions inadvertently competing against one another (under accounts with similar names and logos), the brand had become increasingly hard to follow.

In addition to moniker streamlining, they needed a cleaner content strategy. Individual handles posted division-specific content without visibility of what related profiles were posting, resulting in low engagement despite a solid follower base.