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COMM2700 No.1 08/07/2019
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Advertising Industry Practice Digital portfolio
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Thanh Tran

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Le Nguyen Ha My s3651286 08/07/2019

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WORLD RECORD EGG

CAMPAIGN ANALYSIS
World count: 986 words

Campaign summary

On January 4 2019, a mysterious Instagram account named World_record_egg posted an

image of an egg, convincing Instagram users to heart the post and beat Kylie Jenner
current world record for the most liked picture. On January 15, the photo quickly receives
over 42 million likes after 11 days on social media. Chris Godfrey, the origin of the
Instagram account, posted the image with the idea of “something as universal and simple
as an egg” could win over celebrities. On February 4, the World record egg had a special
spot during Super Bowl in a Hulu spot. In the video, Eugene the egg collapses due to the
media pressure and suggests people with social media anxiety to seek help.

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World record egg is still being used to motivates people. The account is now having over
8.4 million followers on Instagram, Eugene the egg’s post still remains the world record for
the most liked picture.

Campaign analysis
The World record egg was first recognized as a social trend due to no one know the
account’s owner, no clear goals to published the image and the topic only taking a period
of time but later it develops into a campaign (Tobin 2019). Therefore, the goal has changed
at least twice. The first goal was to set a world record in the most liked post on Instagram.
The second goal was to support people to have social media anxiety.

At first, Godfrey releases the image on Instagram with the caption: “Let’s set a world
record together and get the most liked post on Instagram”, calling and challenging social
media user to beat Kylie Jenner, who holds the record at the time. Godfrey simply explains
he pick an egg because ‘An egg has no gender, race or religion. An egg is an egg, it’s
universal’ (Edmonds 2019). He also claims that the account was not received any sponsor
at the time, and no Instagram ad need to viral it (ClickZ 2019). Due to Eugene the egg
successes, it developed and became a campaign. As the times by, the account shares
images of the egg cracking little by little.

On February, Hulu was the first company able to sign a contract worth $10 million dollars
to sponsor for the egg (Spangler 2019). The first video of the egg was previewed on
February 4 during Super Bowl ad break. On the video, Eugene the egg was cracking and
collapse, convince people with mental health and being under social media pressure
should seek for help. At the end of the video, a link was direct to Mental Health America, a
non-profit organization from 1909, however, the organization was not responsible or
sponsor for the campaign. Godfrey shares that the whole campaign was only his personal
experiment and he glad that the campaign has great result so he decided to spread a
positive message through it.

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Campaign result.

In less than 10 days, the record was beaten easily. The director shares that most of the
likes period were into the afternoon. The peaks were fallen in between 3 to 4 pm, which
makes he believes that most of them came from young audience, especially after they
finished school (Bromwich & Maheshri 2019). On July, the post itself receives over 53
million likes and 3.1 million comments (Figure 1). The hashtags #egggang and #liketheegg
have almost 200 thousand posts on Instagram. The account World_record_egg also
upload the video on Instagram. The video had over 36 million likes and 106 thousand
comments.

Eugene the egg’s image was also be shared by viral website, including LADbible and
Buzzfeed as well as be mention on famous show such as The Ellen Show and late-night
TV host Jimmy Fallon and tagged by several celebrities (Maguire 2019). Before revealing
the egg as a campaign, games imitated the egg was famous. Organizations also hope to
capture the attention, some famous brands as Tarte, Ikea, and Tinder shares social post
that involve egg in the content (figure 2).

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Figure 1

Figure 2

Why the World record egg become viral?

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It wasn’t the first time that social media put much effort to support something on the
internet. On May 2017, a man asks for 18 million retweets on Tweeter to help him get free
nuggets at Wendy’s restaurant (Maguire 2019). Celebrities and social media users share
his post, and although the tweet wasn’t reached the goal, it still has almost 1 million likes
(figure 4). This was just an example of how eager people are on unnecessary thing.
According to Carter (2019), the ‘meme’ phenomena was one of the factors that help the
egg's success. The author compares the similarities of human reaction when they see
‘meme’ and the egg image. Carter (2019) claims that people like ‘meme’ posts also like the
egg images because they require warm responses, influence, and laughter. Another
reason was that people feel excited with the thought of mocking and beating a celebrity. In
Carter article, Matsakis conducts question from people liked the images and concluded
that “The egg and other seemingly meaningless internet fads are beloved because they
stand in contrast to the manicured, optimized content that often fills our social media
feeds, especially from people like the Kardashians. It’s hilarious to give an uncooked
omelette the same level of attention normally reserved for celebrities and politicians. But
the egg is really just a mechanism of the same social media economy it feels like it’s
mocking.”

Conclusion
Despite the successful Eugene the egg, there were people still disappointed when the egg
reveals itself as a campaign and not remain to be a trend or mystery. However, it would be
hard to give any improvement to the campaign because the World record egg only
receives sponsor to spread out positive messages. Moreover, the campaign proves that as
long as finding the right insight, it is possible to make content viral with only one platform
and no need for ad support.

Link to online portfolio: https://s3651286.wixsite.com/hamiihamysite

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Reference list:

 Spangler. T 2019, ‘Hulu sponsors Instagam’s World record egg for Supper Bowl
Reveal’, Variet.com, viewed July 3 2019,
<https://variety.com/2019/digital/news/hulu-instagram-world-record-egg-super-bowl-
1203126742/>


1 Maguire. D 2019, ‘Egg photo takes Kylie Jenner's record to become most popular picture on
Instagram’, ABC.net, viewed July 5 2019, <https://www.abc.net.au/news/2019-01-
14/most-liked-photo-on-instagram-is-a-single-egg/10714466>

2 Tobin, B 2019, ‘World Record Egg: From a challenge to social media to a mental
health campaign’, USA today, viewed July 5 2019,
<https://www.usatoday.com/story/tech/2019/02/04/world-record-egg-social-
media-challenge-mental-health-campaign/2767832002/>

3 Winchel. B 2019, ‘Marketers respond to #WorldRecordEgg with humor and pleas for
attention’, PR daily, viewed July 3 2019, < https://www.prdaily.com/marketers-
respond-to-worldrecordegg-with-humor-and-pleas-for-attention/>

4 Suggitt. C 2019, ‘Record-breaking Instagram egg finally cracks to reveal its

empowering message, Guinness World record, , viewed July 6 2019,
<https://www.guinnessworldrecords.com/news/2019/2/record-breaking-
instagram-egg-has-finally-cracked-to-reveal-its-empowering-messag-558726>

5 Carter. J 2019, ‘How & Why The World Record Egg Is The Most Popular Photo Ever’,
New castle creative co, viewed July 6 2019,
<https://newcastlecreativeco.com.au/how-why-the-world-record-egg/>

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6 Bromwich.J & Maheshwari.S 2019, ‘Meet the Creator of the Egg That Broke
Instagram’, The New York times, viewed July 7 2019, <
https://www.nytimes.com/2019/02/03/style/world-record-egg-instagram.html>

7 Edmonds. L 2019, ‘World Record Egg: creator of record breaking Instagram post
revealed to be London ad man’, Evening standard, viewed July 7 2019, <
https://www.standard.co.uk/tech/person-behind-record-breaking-instagram-
egg-post-revealed-to-be-london-advertising-creative-a4056636.html>

8 Goldfine. J 2019, ‘The World Record Egg Is Now Reportedly Worth $10 Million’, Paper,
viewed July 7 2019, <http://www.papermag.com/egg-viral-marketing-
2627644367.html>

9 Islam. M 2019, ‘Viral marketing: Lessons from the world record egg’, ClickZ, viewed
July 4 2019, < https://www.clickz.com/viral-marketing-lessons-from-the-world-
record-egg/226176/>

10 Strapagiel. L 2019, ‘Who Made The Instagram Egg? All Signs Point To This Guy At A
British Ad Agency’, viewed July 7 2019,
<https://www.buzzfeednews.com/article/laurenstrapagiel/world-record-egg-
instagram-ad-marketing>

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