From Burberry to Apple: How the Ahrendts Hire Shook Social Media
This week, Apple hired Angela Ahrendts, the CEO of Burberry, to be the SVP of their Retail and Online Stores. Since her start in 2006, Ahrendts resurrected the 157 year old brand and became highest paid CEO in the UK.
The news definitely shook things up, rocking the industry and causing Burberry’s shares to fall over 7.5% in London trading. This dramatic move also translated to Twitter. The first announcements of Ahrendts departure started leaking out Monday night, peaking at 3,700 tweets in the late hours. Following the announcement, Ahrendts’ name was mentioned over 27k times.
In addition, we saw a giant spike in Burberry’s Twitter Account activity. On the day of the announcement, Burberry added 59% more followers and racked up 277% more engagement than average. But, what’s more impressive is how Burberry’s social presence has strengthened over the past 6-months.
This is the type of consistent growth Ahrendts has been known for. In an interview after the announcement, Ahrendts reflects on her time at Burberry and the pride she found in creating a “digital luxury retailer.” With a strong presence on all the major network (not kidding, they’re everywhere), Burberry has one of the most comprehensive social strategies of any brand I’ve seen. Apple on the other hand, pales in comparison, as a non-factor across all networks.
With the addition of Ahrendts, do you think Apple will become a major player in the world of social?
My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.