Curology Uses Most Liked Egg On Instagram As A Marketing Strategy

Anyone who has viewed Instagram in the past month is sure to know of the brand Curology. Curology is an acne treatment company that prides itself on creating personalized treatments, guaranteed to clear your skin. Using Instagram’s sponsored post feature to their advantage, users are flooded with Curology ads starring YouTube stars Emma Chamberlain and Avrey Ovard. In these ads, the girls describe what their lives were like before using Curology and how happy they are that their skin is clear after using the product.

Keeping with their usual style of ad, Curology is now using the viral 51 million liked egg from Instagram. The picture of the egg was posted on January 4, 2019, by the account @world_record_egg. The caption asked users to make it the most liked picture on Instagram, dethroning the previous record-holding picture of Stormi Webster that Kylie Jenner had posted.

The Curology ad personifies the egg and takes viewers on a journey of the egg’s life leading up to the post that made it famous. The egg said it suffered from acne and was too embarrassed to post any photos. While scrolling through Instagram the egg skips over both the photo of Stormi Webster and the infamous Curology ad with Emma Chamberlain but then decided to get the free trial of the product. After using Curology the egg was confident enough in its skin to post the photo that took the internet by storm.

Response to the ad has been mostly positive. On average, Curology receives around 2,000 likes per post. The ad with the world record egg has gotten over 27,000 likes and over 154,000 views thus far. Many people commented expressing how the ad made them laugh and recognized the irony in the ad. One user by the account name @conservative_army_ said, “Now that’s good marketing.” While Curology had nothing to do with the egg and its fame, the brand was able to successfully use this trending topic to its advantage.