The label's carefully curated post of a cracked egg (in the same shade of blue as Clarence Court’s Old Cotswold Legbar range, no less) mirrored the picture of the egg that has broken the world record for the most liked Insta image of all time. Soz Kylie Jenner. The coup was no fluke, for an anonymous account created by the “egg gang” set out on a vendetta to dethrone the influencer.
"Let's set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18m)! We got this,” read the January 4 post from the gang. Its 5.4m followers spread the message and rallied to fortify the mission to scramble Jenner’s reputation. The egg won (38m likes and counting!) and reminded everyone of that almost forgotten Christmas in 2009, when Rage Against The Machine’s "Killing In The Name" stole the number one spot over X Factor hopefuls, after weeks of underground effort.
Jenner, who had previously amassed 18m likes for the first picture she posted of her daughter Stormi Webster on February 6, retaliated by posting a meme of herself attempting to fry an egg on hot concrete. "Take that little egg," she quipped mercilessly.
It was Burberry who had the last laugh, however, by appropriating the image and capitalising on the furore for its own marketing. “Kingdom” read the caption accompanying its egg, while the sell-by date had been modified to reflect Burberry and its creative director Riccardo Tisci’s names. The quiet hatching of the social-media moment was the perfect time for the former Givenchy leader to remind us that he knows how the younger generation think – and he does a cracking good job of harnessing it for his own means.
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