Digital Strategy

How to become an egg breaker ?

It has 9.9 million subscribers. It has a world record and it is an egg.

The Instagram world_record_egg account has only five pictures but it won over the favor of many brands. They are convinced it could be used as a great marketing tool.

 

The moment the egg cracked surpassed all expectations. If you want to understand what is behind this irrational world record, then this is the article for you.

First of all, a good breakfast: coffee, milk and your choice of eggs: scrambled, omelet or soft. If you don’t like eggs a good pastry will do the job!

Now, back to the topic at hand: our record-breaking eggs. If you are a connected person, are interested in following the media and famous people news, or if you like sport, you might have heard about the egg that cracked Instagram.

However, to understand how this phenomenon happened, we need to go back in time to just a few weeks ago…

1 – The egg that broke Instagram: the fun fact

Everything started with a challenge between friends who decided to try and beat Instagram’s most liked picture.  This record was held by Kylie Jenner totalling18 million likes when she announced her daughterStormi’s birth.

Chris Godfrey, the 29-year-old from the UK who created the account, explains that he ‘‘found funny to beat a record of likes with something as universal and simple as an egg’’.

 

On January 4ththe the ‘Egg Gang’ account was born, with a single photo of an egg on a white background. You could say the challenge was a success as the photo currently registers 52.1 million likes. The account, now renamed ‘’world_record_egg’’ has a total of 9.9 million subscribers.

Throughout January, other pictures of the egg cracking were published on the account. A very suspenseful wait for the fans. “What is going on? How can an egg have 9.9 million followers?”. Soon, brands became hysterical. The Internet went crazy.

 

After that, brands started contacting Chris. Offers poured in one after another. Brands wanted to have their name showing up when the eggshell would break, and were clearly happy to pay the price. They really wanted to buy the account audience.

On February 2nd, an egg picture with rugby ball stitching was posted to promote the American streaming platform Hulu. “Everything will be revealed this Sunday after the Super Bowl. Look first, only on Hulu”, was written in the text under the picture.

The revelation took place two days later, on February the 4th, during the Super Bowl break. This commercial break is known as the most expensive in the world as advertisers are pretty much guaranteed to reach a wide audience.

This particular publicity stunt was estimated to be worth between 8 and 10 million euros by several experts.

“Being the first brand to come out of the egg is worth at least $10 million (€8.7 million.)” Nik Sharma, head of direct-to-consumer sales for VaynerMedia digital agency, to the American media The Atlantic.

An event that made its mark on advertising history.


2 – The genius of the operation: Raising awareness of mental problems

In their ad, Hulu invited egg fans to connect on their platform after the game ended. They could watch a video called “The Revelation” in which the egg cracked and spoke in bubbles. “Recently, I started to crack,” the egg explains “The pressure from social networks crushed me. If you fight too, talk about it”. The video then referred to a site that lists, country by country, the names of psychological support associations.

 

This may be why Chris Godfrey and his team chose Hulu as the candidate for The Revelation: because the brand has not only used the egg for its own promotion but to raise awareness about the mental problems that social networks can create.

The creator of the egg thus asserted to the New York Times that he was “less interested in money than in positive messages”.

Chris Godfrey also promises that the egg, now named Eugene, is meant to carry “other positive messages”.

 

3 – The strategy behind it: the earned media

Social networks now play a central role in consumers’ purchasing decisions and therefore become a valuable tool for communicating around a brand, product or business.

More and more brands are investing to develop an effective influence strategy and to be known to consumers.

The exposure of a brand in the media generally falls into one of three categories: paid media, owned media and earned media.

The paid media is like traditional advertising: the brand must pay to disseminate its communication tools to consumers.

The owned media gathers together all the communication techniques that a brand implements through the channels it controls. For example, by communicating through the brand’s website, via newsletters or via an online catalog.

Finally, the earned media brings together the benefits enjoyed by the brand without payment or action on its parts, such as consumer comments on social networks or other digital media.

 

This latter category is particularly yearned for by brands because, in addition to its free cost, the earned media is perceived by consumers as being more reliable than the communications emanating from the company itself or by third parties.

Consumers are much more likely to believe the opinion of another consumer than in the arguments put forward by the brand itself.

For more details on this, I invite you to refer to the following article about Influence marketing.

 

 

 

 4 – The earned media on the French market: the comeback?

The study “Paid/Owned/Earned: What visibility strategy in 2018?” conducted in March 2018 by questioning 347 marketing professionals, revealed surprising results on the state of earned media in France. If you are interested in finding out more about the study’s insights, please click on the infographic below:

 

Interestingly, 77% of marketers would like their companies to invest more in earned media form of communication.

To conclude: this communication strategy needs to be democratized in the French market, but taking inspiration from best cases like Eugene may contribute towards future French success.

Internationally, it may be possible our egg hatches future babies because Chris Godfrey also promised that Eugene the egg is meant to carry “other positive messages”.

 

To be continued …

 

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alexiane bouyer