On January 4th 2019, @world_record_egg posted an image of an egg on Instagram and sought out to be the most liked picture on Instagram, surpassing Kylie Jenner. The egg did just that with a fleeting 53,144,255 likes (to date 2/28/19). This kind of thing doesn’t happen every day. There was a lot of chance with this, but it was so successful because an egg is universal. An egg has no race, religion, or gender, making it a commonality that everyone can get behind. Part of the mystery was that nobody knew who posted the egg and everyone wanted to stick around to see who it was and what they were going to do next. This is key. Once you have your audience (9.9 million followers), what do you do with it and how do you keep their attention?
Once you have an audience, you must engage with it.
Today, your brand is more than what you’re selling; it’s who you are, what you stand behind, and how you engage with your audience. A large part of this is shown through your social media. The World Record Egg knew what they were doing.
These are some ways they kept their audience on its toes after the most liked image on social media.
How can you use this in your own brand?
These strategies can be used on all scales, whether you have 100 or 9.9 million followers. Your audience wants to stay updated, to be a part of the conversation, and to see that you care about them.
This campaign will be studied and set as an example for a long time. What will their next campaign be?
Fun Fact: Here at Brasco ///, we were not only excited to follow along and watch the campaign unfold, but we were especially excited to see the love for eggs all over the world. One of our long-time clients is the North Carolina Egg Association. NC Egg Association promotes the egg and poultry industry within the state. Check out our case study on them and their website.