Who knew one little egg could demand so much attention? What began as nothing more than a world record attempt has now developed into something perhaps a little more meaningful.
On January 1st an Instagram account was created called “world_record_egg” with one sole purpose, to dethrone the so-called Queen of Instagram.
A picture of an egg was the first post from the account 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.”
Since being posted just over a month ago, the photo has almost tripled the original record with over 52 million likes. That’s right… move over cute babies, beautiful scenery and funny memes, you’ve got nothing on this egg.
As the popularity of the egg account continued to grow, a number of follow-up images were posted of the egg. With every new post the egg showed an increasing number of cracks but no explanation as to why.
On February 4th the World Record Egg account posted a video of the egg cracking as part of a mental health campaign.
The egg, now known as Eugene expressed that the pressure of social media caused it to crack. This video encourages others who may be struggling to seek and visit www.talkingegg.info.
The site was established as a directory for a number of mental health resources in a number of countries across the world.
Social media users questioned who was behind this egg and how it managed to gain so many likes so quickly. Recently, British advertising executive, Chris Godfrey and two others have admitted they were behind the creation of the page. The trio claims it was not originally intended for promotion or advertisement but simply to break the world record.
View this post on Instagram
#Eggcellent news – It’s been revealed that #KingstonUniversity #graphicdesign #graduate Chris Godfrey is the person behind the most liked picture on @Instagram – @world_record_egg has so far attracted 52 million likes! @kingstonUniversity’s most liked picture has 1,160 likes – can we smash that record? #worldrecordegg #KingstonUniEgg
So what came first? The egg or the social media campaign? Whether this egg was intended for a greater purpose or not, it’s clear that it now has the power to become something more.
According to Chris Godfrey the success of the egg was a “fluke”.
“But it’s a fluke that caught the world’s attention,” he said. “It’s what you do with that attention that counts.
With over 10 million followers, the page has the potential to be used as an effective platform for reaching a significant number of people worldwide.
We’ve got a feeling this won’t be the last we hear of Eugene the egg…