Case Study: World Record Egg

Remember the World Record Egg back in 2019? The egg that became the most liked picture on Instagram and has held that title ever since? Did you know that breaking the record was part of a campaign? In 2019, an account called @world_record_egg on Instagram posted a photo of an egg, urging people to like the post to help break Kylie Jenner’s record for most liked post on Instagram. It didn’t take long for this egg to become a major part of pop culture at the time. People were really excited about taking part in the breaking of a world record. After the world record was broken, the account started posting photos of the egg starting to crack little by little. The account then announced that they would be revealing what’s inside the egg in a short clip on Hulu that was to be aired immediately following the Super Bowl. It was revealed that the egg was “cracking under the pressure of social media”. The World Record Egg was a campaign for mental health awareness! By creating so much digital buzz, the World Record Egg was able to use its momentum and popularity to fundraise for multiple mental health nonprofits and raise general awareness for mental health. Since the big reveal, the World Record Egg account has continued to post about mental health while maintaining its egg brand. There have been a few opportunities for the egg to reclaim the spotlight, such as at the start of the pandemic when everyone was at home and on their phones more than ever, but it was overall still a very successful campaign.

• Case Study: World Record Egg
  Remember the World Record Egg back in 2019? The egg that became the most liked picture on Instagram and has held that title ever since? Did you know that breaking the record was part of a campaign? After breaking the world record, the account started posting photos of the egg starting to crack little by little. The account then announced that they would be revealing what’s inside the egg in a short clip on Hulu that was to be aired immediately following the Super Bowl. It turned out that the World Record Egg was a campaign for mental health awareness.
• WAER Membership Campaign
  During the fall 2021 semester, I worked alongside three other classmates to put together a campaign planbook for WAER, which is Syracuse University’s NPR affiliate station. We were tasked with the goal of increasing memberships and converting regular members to sustained members who donate on a monthly basis. The planbook includes our research, a breakdown of our objectives, strategies, and tactics for the campaign, a budget, a GANTT chart to show the timeline of the campaign, and example deliverables that could be used by the client.
• Research Report
  During the Fall 2020 semester, myself and three other students were tasked with choosing a client and conducting research through a variety of research methods. We chose to use Syracuse University as our client and we specifically researched the university’s response to the #NotAgainSU crisis that took place in 2019. We targeted students to better understand how they reacted to the school’s crisis communications efforts. This document outlines all the research methods we used and what our findings were.
• Social Media Release
  A sample social media release for a hypothetical situation where Six Flags Darien Lake holds a Dance Marathon fundraiser to raise funds for Upstate Golisano Children’s Hospital
• News Story
  A news story about Juice Jam 2019 at Syracuse University written for educational purposes in a class at the S.I. Newhouse School of Public Communications at Syracuse University
• Feature Story
  This is a feature story written about Molly Coletta. Coletta was the executive director of OttoTHON (Syracuse University’s Dance Marathon) in 2019, and I got the opportunity to interview her and learn about her position and what motivates her in her work
• News Release
  This is a news release written for a hypothetical situation where I played the role of the Public Relations Director for Six Flags Entertainment Corp. In this scenario, Six Flags was announcing that they hired a new Diversity and Inclusion Officer
• Biography
  In this assignment, we were tasked with finding a headshot and writing body copy that could be used on a biography page of a company website. In this scenario, I wrote about a hypothetical man who works for Six Flags Entertainment Corp.
• Op-Ed
  This is an op-ed written about Greek letter organizations on university campuses. I discussed how Greek life has gotten a bad reputation from the headline stories about the worst of the worst situations, but those are the exceptions. I argue that Greek life is not as bad as it seems and joining it actually has many benefits
• E-Newsletter
  In this assignment, we were tasked with choosing a company and creating a hypothetical newsletter that could be sent to employees. It had to be designed and look like a realistic newsletter and have relevant information for the employees of the company
• Talking Points
  In this assignment, I played the role of a representative from the Onondaga Department of Parks and Recreation. I was given a scenario where there was an outbreak of monkey B virus in the Rhesus Macaque monkeys at the zoo. I put together these talking points that someone could hypothetically use in this scenario.