In his article ao.com: setting an example in social media strategy, Chris Price states that AO.com (formerly Appliances Online) “knows more than most about the power of social media.” The UK based company was founded in 2000 in by CEO John Roberts. According to the their website, the story goes like this: “Following a drink with a friend, CEO John Roberts bets him a pound that he could change the way white goods [aka household appliances] are purchased via the internet. The AO business is born as DRL Limited.” Fast forward to 2016: AO.com expands into the Netherlands with the launch of AO.nl, is named Best UK Retailer of the Year 2016 by Verdict Retail, is awarded the Customer Experience Initiative of the Year at the Retail Week Awards 2016, and is ranked #1 in the Retail Week/Glassdoor Top 15 Retails to work for in 2016. And these are just the latest in a string of awards the company has received. As Andrew Kirkcaldy, who is currently the Group Brand Director at AO.com, admits to Price, “We have to think a little out of the box because white goods aren’t the sexiest of things to create content around.” And at AO.com, thinking out of the box comes to life through an impressive social media strategy that touches virtually all areas of the business.