On January 4th of this year, the Online Marketing account record_egg published an Instagram post of an ordinary egg that quickly went viral. At first, the post seemed to have no advertising motive, as it claimed that its sole purpose was to set a world record and beat Kylie Jenner in the number of likes, who at the time had the most liked photo on Instagram with 18 million. The photo of the egg achieved the world record in just nine days.
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This photo was the first and
only photo on the account’s feed and seemed to have served its 6 examples of newsletters for a company’s internal communication purpose. On January 22nd, world_record_egg showed once bz lists again the same egg, much more cracked, which already led to the assumption that there was a mystery behind the account and the first photograph.