Who has the most popular photo on Instagram you ask? It’s not a bird, it’s not a plane, it’s not a musician or an athlete, and it’s not even a celebrity. No, it’s an egg. The World Record Egg, to be precise: an egg with 9.7 million followers. January 2019 saw the account break the world record for the most-liked Instagram post in history, with a simple post featuring a chicken egg in front of a white background, with the caption: “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this.” The World Record Egg is no longer just an egg – it’s one of Instagram’s most influential accounts, and a stroke of viral marketing genius.
Breaking Kylie Jenner’s world record is exactly what this egg did, destroying the previous record within a week of posting, and eventually reaching an unbelievable 53 million likes – and counting. The rest, as they say, was history: this record-breaking online phenomenon had birthed a star – in the form of a humble egg.
In preparation for the Super Bowl, the World Record Egg posted the same photo with a twist: there was a subtle crack in the egg, and the marketing genius behind the egg came out of their shell. The post was followed by three others and a promotion for Hulu, where the egg hatching would be revealed first. The video was posted on the World Record Egg’s Instagram account on February 4 and revealed an important message. The egg appeared with eyes and told its followers, “Recently I’ve been starting to crack. The pressure of social media is getting to me. If you’re struggling too. Talk to someone. We got this.” This call for increased awareness was followed by a link in the video to talkingegg.info, a website which features mental health help lines for all different countries in the world.
The most recent campaign involving The World Record Egg has taken the form of an egg hunt which we can only assume is in preparation for another revelation on Easter: The World Record Egg is reportedly lost and was last spotted in Los Angeles, California. If you or your brand would like to crack into the massive popularity and wide-reaching fanbase of this hilariously off-beat Instagram account, get in touch today.
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