How we broke the record for the most liked Instagram post of all time

The founder of Happy Yolk agency reveals the secrets behind the World Record post of an egg
Alissa Khan-Whelan

In the fast-paced world of social media, where trends come and go in the blink of an eye, few phenomena have captured the collective imagination quite like the journey of World Record Egg. It began with a simple yet audacious goal: to break the world record for the most-liked Instagram post, held at the time by none other than Kylie Jenner.

The decision to embark on this challenge wasn't about achieving fame or notoriety—it was about challenging the status quo and questioning the role of social media in our daily lives. For too long, platforms like Instagram had been dominated by shiny, filtered and flawless celebrities, their carefully curated posts shaping our perceptions of reality and influencing our behaviour.

But what if we could flip the script? What if we could use social media not just to follow the lives of the rich and famous, but to create something truly meaningful and inclusive? These were the questions that drove us as we set out to create the @world_record_egg account—a symbol of defiance and a beacon of hope in an increasingly homogenised digital landscape.

The response was nothing short of extraordinary. Within days, our humble egg had captured the hearts and minds of millions, its bright, unassuming shell standing in stark contrast to the glitz and glamour of the Kardashian dynasty. It was a symbol of joy, of possibility, and of the power of collective action—a reminder that even the most unlikely of candidates could rise to the top with enough support.

As the likes poured in and the world watched in anticipation, it became clear that our egg wasn't just a viral sensation—it was a movement. People from all walks of life rallied behind it, sharing it with friends, family, and strangers alike. It was a testament to the unifying power of social media, bringing together people from every corner of the globe in a shared moment of joy and triumph.

But perhaps more importantly, our egg sparked a much-needed conversation about the role of social media in our lives. In a world where likes and followers are often equated with success, it compelled me and my co-founders, Chris Godfrey and CJ Brown to question our priorities and reassess what truly matters. Was it the number of likes on a post, or the genuine connections we make with others? Was it the validation of strangers, or the joy we can bring through interesting and creative ideas?

These were questions we didn't have all the answers to, but they were questions worth asking. And as our egg continued to break records and capture imaginations, it became a symbol of possibility and a catalyst for change in the digital landscape.

Achieving the world record was just the beginning of our story. We realised that we had created something quite special—a symbol that resonated with people in a way we never could have imagined. And so, we decided to take our audience on an adventure, a rollercoaster of introspection,  a campaign that kept our audience eagerly anticipating what would come next.

We began to crack the egg, one Instagram post at a time, gradually telling the story of an egg which was cracking under the pressures of social media. It was a daring move, one that could have easily backfired, but we believed in our message. 

As the cracks spread and the shell began to crumble, we watched as each post held our audience captive, proving the power of social storytelling to ignite curiosity and stir imagination in ways traditional marketing can not. It was a lesson in the unexpected, showing us that effective marketing often thrives on the element of surprise and the allure of the unknown.

And then, finally, came the big reveal. In partnership with Hulu, we unveiled the egg's purpose—a powerful Super Bowl ad that captured the attention of millions and brought our story full circle. It was a moment of triumph, not just for us, but for everyone who had supported us along the way. 

The Super Bowl reveal was not merely a marketing ploy; it was a statement about the pressures of social media and the toll it can take on our mental health. By depicting the egg cracking under the weight of expectations, we aimed to kickstart a dialogue on self-care and the perils of social media's relentless demands.

The success of our Super Bowl campaign underscored the power of collaboration and the importance of pushing boundaries. It taught us that the most memorable campaigns are born from risks taken and norms challenged.

In the aftermath, we saw our audience grow exponentially, as people from all walks of life rallied behind our message. It was a humbling experience, reinforcing our faith in social media's potential to enact positive change.

And through it all, we learned the true might of community and the impact of shareable ideas. It wasn't just about creating content that people liked—it was about creating content that people felt compelled to share, to talk about, and to rally behind.

And so, armed with this newfound sense of purpose and passion, we launched Happy Yolk—a social media agency dedicated to harnessing the power of creativity to spark conversations, build communities, and make a difference to people, communities and brands.

Happy Yolk offers a range of services tailored to meet the diverse needs of our clients. From organic social media management to strategic content creation, paid social advertising, influencer marketing, and immersive brand experiences, we provide comprehensive solutions designed to help people and brands stand out in a crowded digital landscape.

When my two creative partners, integral to the triumph of the egg campaign and the inception of Happy Yolk, opted for different paths, I remained steadfast in my commitment to the Happy Yolk vision, and so, I made the decision to carry on leading the agency independently.

Taking the reins of Happy Yolk on my own has been no small feat, but it has been a challenge I have embraced wholeheartedly. As a woman in a predominantly male-dominated industry, I saw it as an opportunity to prove that creativity knows no bounds, and that with determination and passion, anything is possible.

Happy Yolk has since become synonymous for creating memorable work that truly resonates with audiences on a personal level. Our award-winning campaigns spark conversations, ignite imaginations, and bring communities of people together. 

As I look back on the journey that brought me to this point, I'm overwhelmed with gratitude for Chris and CJ and their dedication, the opportunities we've seized and the people our work has reached along the way. 

The transition from an egg to an agency taught me a profound lesson in the power of simplicity—a reminder that even the most ordinary ideas can ignite extraordinary conversations and captivate the world's attention.

It showed me the importance of translating vision into action, of channelling dedication and passion into tangible results.

But perhaps more importantly, it's a reminder that in a world where likes and followers often dominate the conversation, the true measure of success lies not in the number of likes on a post, but in the genuine connection and impact we can make through the power of our ideas.

And for those lessons, I am endlessly grateful.

Written by
May 20, 2024
Written by
Alissa Khan-Whelan