Buzz
An ordinary egg image, seemingly insignificant, was imbued with a compelling message by the 'ultimate boss,' sparking the largest united front on social media against global celebrities.
Messi Fans Rally to Conquer the Social Media Kingdom
Messi's first World Cup victory brought him unparalleled fame. The allure of the 35-year-old superstar surged, making him the most coveted personality on social media.
Swiftly, Messi holding aloft the World Cup 2022 trophy became the most liked Instagram post ever, amassing over 60 million likes by 9 PM on December 20th.
Previously, the long-standing champion was the account world_record_egg. In January 2019, this account posted a picture of an egg, rallying users to break a world record together. Currently, the Egg boasts over 56 million likes.
Surpassing Instagram's record photo meant Messi also eclipsed his rival Ronaldo. The duo's photo for Louis Vuitton, shared on Ronaldo's account, hit nearly 42 million likes, becoming the Portuguese star's most interacted post within a month.
Messi's follower count saw a significant boost after winning the 2022 World Cup, jumping from 375 million to over 400 million, far ahead of third and fourth places, Kylie Jenner and Selena Gomez.
What Makes the Egg Photo So Popular?
While many think of celebrity shots when it comes to multi-million liked photos on social media, a simple egg photo became Instagram's most-liked, puzzling many.
The egg photo, posted by the account word_record_egg with a call to set the world record for most likes on Instagram and dethrone Kylie Jenner, has captivated the internet.
True to its mission, the online community rallied, and in just 10 days from January 5th to 15th, 2019, the egg photo amassed over 39 million likes, surpassing Kylie Jenner's record of 18.1 million likes.
After losing the title for the most liked image on Instagram, Kylie Jenner humorously responded by posting a video cracking an egg on the pavement, captioned 'Take that, little egg', as a playful revenge.
The world_record_egg account started as a joke, testing how the online community could unite to break a world record. Surprisingly, it quickly amassed a vast number of likes in a short period.
Currently, world_record_egg boasts 5.7 million followers, a dream figure for many influencers. An expert commented, 'In terms of PR and marketing, achieving such success with a single post is a record unlikely to be broken.'
Following the initial post, the owner of world_record_egg, named Eugene, posted images of the egg cracking further over time. Each post received over 5 million likes.
The Mastermind Revealed
A marketing company later disclosed a $10 million collaboration with the anonymous account owner. On February 3, 2019, The New York Times revealed Chris Godfrey, a 29-year-old British ad director, as the person behind world_record_egg.
When asked why he opted for a simple egg image, Godfrey remarked, 'Millions worldwide can recognize it as an egg, regardless of age. It lacks race, religion, or political connotations. And the idea of Jenner being bested by a seemingly useless egg sounds intriguing, doesn't it?'
However, beneath this humorous statement lies a profoundly meaningful message.
Subsequently, a program was aired live on Hulu. It was a one-minute episode titled The Reveal, focusing on Eugene - the egg that cracked under social media pressure. The video directed viewers to the non-profit organization Mental Health America's website with the message: 'Talk to someone if you're struggling with stress or other mental health issues.'
Eugene, it turns out, made a profoundly meaningful contribution by raising awareness about mental health. The hashtag EggGang emerged to show support for those facing mental health issues and quickly gained popularity. While some were disappointed, expecting Eugene to provide entertainment, most viewers' responses were overwhelmingly positive.
As Egg Gang continued to expand, Godfrey enlisted two friends to manage the account and respond to inquiries. While Godfrey didn't disclose how much Hulu paid for this collaboration, it's certain he earned less than he could have by using his account for brand advertising.
Some time later, an Egg Gang store was established. The proceeds from sales would be directed to mental health charities. Even as the initial hype waned, Godfrey persisted in conveying the message and expanding to other platforms like TikTok. According to statistics, Eugene the egg helped increase mental health check-ups by 73% - a positive outcome attributed to a fictitious 'character.'
In 2019, Godfrey was honored by Time magazine as one of the top 25 most influential individuals on the Internet, alongside notable figures such as Donald Trump and singer Cardi B.
