Hulu Reveals the Strategy Behind Its Partnership With Instagram's Viral 'World Record Egg'

Two agencies came together to make it happen


Moments after the Super Bowl ended on Sunday night, The New York Times answered the question that so many in marketing and media had been asking for weeks: Who made the egg that racked up 10 million followers in one month and more than tripled the previous record for engagement on a single post?

The answer: Chris Godfrey, a creative at The&Partnership in London.

The next questions were how this independent side project turned into a partnership with streaming service Hulu, what that brand looked to gain from the project, and why the big reveal turned out to be a PSA about mental health and the stresses of social media rather than an ad for any Hulu product.

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