The Power of the Egg
This month's viral marketing moment comes to us in the form of an egg. A world record breaking egg that is. The @world_record_egg broke the record to become the most liked photo on Instagram.
While a record breaking egg seems crazy enough as it is, the reports of the ongoing race to monetize the egg shows just how powerful viral social media moments are. The current concept is to have the egg crack with a brand coming out of the egg. "Being the first brand to crack out of the egg is worth at least $10 million," said VaynerMedia's Nik Sharma. He added that he would advise his own clients to spend the $10 million on the egg instead of a Super Bowl commercial.
Many brands have already capitalized on the egg's fame, by exploiting the egg's image without any tie to the official account. Burberry shared a photo of a branded egg to promote their Spring 2019 season. Grubhub wrote about their most ordered egg dishes to help "celebrate the egg in all its forms."
So what can you as a brand learn from the egg's viral success? Plain and simple, your brand needs to be on Instagram. Instagram's platform is so powerful mainly because it's timeline algorithm toes the line perfectly between being timely without being too fast-paced. It's engaged user base, scroll-friendly design and Explore tab all make the app perfect for viral posts.
People will always get behind humor. Between viral accounts, Wendy's entire Twitter account, or that Kickstarter campaign that raised over $50,000 for its creator to make a potato salad, the world record egg is the latest to illustrate how consumers love brands with a good sense of humor. Even the most polished, buttoned-up brands can benefit from posting funny content. People want to see the human side of brands.
While the world record egg's mission was silly, the rise to stardom was so much fun because anyone who double tapped the image felt like they were part of something larger than themselves. The account was started with a simple mission, which made rallying behind it easy for consumers. Adding a simple, but powerful mission not directly related to your brand can help escalate the boost you've been looking for.